Max Pawn Luxury Blends Authenticity with Dreamlike Wonder in Bold New Campaign

Hot Lava Agency Challenges Resale and Advertising Norms with a Practical, Human-First Approach

Max Pawn Luxury, a trusted luxury reseller for pre-loved designer goods, is bringing a fresh burst of imagination to the world of re-commerce with its enchanting new print campaign crafted by the creative minds at agency Hot Lava.

Unfolding like a modern fairytale, the visually striking campaign sets iconic luxury items—Louboutin^® heels, a Rolex^®, and a coveted pink Birkin^®—against ethereal backdrops of billowing, candy-colored clouds. The result is surreal, whimsical, and larger than life. Yet, despite their otherworldly appearance, every image was made using real products, hand-painted sets, tactile textures, and colored smoke—no digital trickery or shortcuts.

In an era where generative AI floods timelines and feeds, both the advertising and resale industries grapple with the same questions: What is real? What is authentic? And does it matter? Hot Lava’s campaign answers with a resounding yes, reminding us that in both luxury goods and creative storytelling, the human touch still reigns supreme.

“We leaned into the illusion to prove a point,” said Phil Jungmann, chief creative officer of Hot Lava. “In a world obsessed with the artificial, it’s the handmade, the verified, the human that still captivates—and that’s exactly what Max Pawn Luxury stands for.”

Kristi Neitzel, executive creative director, added: “Authenticity isn’t just a tagline—it’s a statement that resonates for both our client and the creators behind the work. Real matters.”

With three thriving locations in Las Vegas and a brand-new storefront in the heart of Miami Beach, Max Pawn Luxury is poised to charm a new audience of trendsetters, locals, and jetsetters alike.

“We’re beyond thrilled to bring the Max Pawn Luxury experience to Miami Beach,” said Michael Mack, president of Max Pawn Luxury. “Whether you’re a beachgoer, a fashionista, or just someone looking for that next special piece, we’re here to offer an incredible selection of authenticity-tested, pre-loved luxury alongside unmatched customer service. We’re honored to join the vibrant Miami Beach community.”

The visually arresting campaign will roll out across out-of-home placements, digital media, and in-store experiences in both Las Vegas and Miami—inviting consumers to reimagine what’s possible when authenticity meets artistry.

Credits

• Client: Max Pawn Luxury
• Campaign Title: We Know Real
  • CMO: Scott Sundheim
  • Director of Brand Marketing: Effie Perry
  • President of Luxury Division: Michael Mack
• Agency: Hot Lava
• CEO: Ben Kline
• Managing Director: Nik Traxler
• Chief Creative Officer: Phil Jungmann
• Executive Creative Director: Kristi Neitzel 
• Producer: Jen Cotter
• Head of Business Affairs: Bonnie Kalaf
• Strategy Director: Eli Otting
• Social Media Manager: Kelly Dehnert 
• Production Company: Vacation Theory
• Photographer: Jimmy Marble
• Photographer Representation: Apostrophe
  • Kelly Montez – CMO
  • Lauren Wax – Director of Photo and Motion
  • Alicia-Marie Brown – Finance and Operations Manager
• Line Producer: Anabella Casanova
• Production Manager: Sage Price
• 1st Photo Assistant: Phil Blair
• 2nd Photo Assistant: Shawneen Keyani
• Digitech: Sean Morr
• Production Designer: Brandon Clark
• Prop Master: Honor Hamilton
• Wardrobe Stylist: Alison Lewis
• Make Up Artist: Alix Youngblood
• Key PA: Luis Hernandez 
• Retoucher: Versatile Studios

Source: Hot Lava

  Advertising, Campaign, Hot Lava, Marketing, Max Pawn Luxury, Miami, Miami Beach