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Branding firms are still figuring out how to make a web video people will actually want to see, but the formula isn’t so complicated. Just find something worth watching and figure out some way to fit your product in—preferably something other than an opening title card.

Ito Partners gets it right with this series of Vimeo spots for Morgans Hotel Group. Ito lined up a series of relatively unknown acts to play sets in Morgans hotel rooms, giving viewers an impromptu concert and a look at the soothing surroundings at the same time. And, in case you were wondering, the acoustics are surprisingly good.

Curumin Part 1 from Ito Partners on Vimeo.