Erik Schmitt and Fromm bring the element of surprise to Dis-loyalty’s creator campaign, Beat Boring

Marking a year since its release, Dis-loyalty, the travel and food membership programme from the Ennismore Group, has introduced Beat Boring, a new creator series focused on breaking routines and celebrating creativity. “Traditional loyalty models reward people for sticking to the familiar and going back to the same places,” group chief brand and culture officer Martina Luger tells It’s Nice That. Instead, Dis-loyalty seeks to challenge that convention, rewarding those who go to new spaces in new cities. “One year on, we’ve seen how our members have beaten boring by staying and eating at nearly 300 different venues,” Martina says, “and we wanted to celebrate that ethos through the eyes and creativity of others.”

To do so, the Dis-loyalty team has invited a number of creatives from across the globe to reinterpret the brand’s core principles, each culminating in wildly different, similarly compelling films, launching with Berlin-based director Erik Schmitt. Taking on Dis-loyalty’s principle ‘see more places, do more things, be more interesting’, Erik takes us on an odd tour of Rome. “His work reminds us to explore cities and to be in the moment physically,” Martina says, “challenging our perspective of even mundane moments of transport and navigation,” instead turning them into moments of play.

Alongside Erik, Dis-loyalty turned to Fromm Studio, a British 3D studio, who opted for an altogether more narrative route, reimagining ‘to hell with habits’, another of the brand’s principles. Martina and the team were first attracted to Fromm’s porcelain-like figures: “Fromm Studio’s standout and one-of-a-kind depictions of people, their mannerisms, and actions are what first drew us in,” Martina says. “They transformed the statement ‘to hell with habits’ into a mesmerising visual series that reimagines everyday activities like a commute or office work in extraordinary ways.” 

Regardless of the specific artist, the outcomes have been warm and unexpected, combining good humour with a sense of surprise, crucially forging a series that feels not boring. “We wanted that tonality to continue to ring out,” Martina says. Despite fun being such a key aspect of why we travel, “ultimately, humour is underestimated in the world of travel and food, and not used enough,” Martina continues.

With new artists’ work being released monthly – with the food photography studio DeadHungry’s approach currently being rolled out – Dis-loyalty has another exciting creative, CGI designer Nik Gundersen, still in the pipeline. “We’re always seeking individuals who challenge norms and offer a unique perspective,” Martina ends. “Each of these artists are capable of crafting imaginative and compelling narratives through their irreverent tone which, most importantly, makes you smile.”