It Stays With You
ARUBA STAYS WITH YOU
the aruba effect campaign moves into phase TWO
In 2022, I helped Aruba Tourism launch one of their biggest video campaigns to date - The Aruba Effect. Building off the success of this new approach to story-telling, we wanted to evolve the campaign for 2023 with a distinct focus on moments missed the previous year. Namely, beaches and culinary.
I also rewrote our messaging for the new year, while still anchoring it in The Aruba Effect. The goal was to capture the same emotional payoff with the added notion that what you feel in Aruba never fades, ever after you leave. Thus “It Stays With You” was born.
I kept it modular depending on the story we’re telling so we can capture a range of emotions. Joy that stays with you. Calm that stays with you. Clarity that stays with you. Flavors that stay with you. You get the idea.
Paired with more gorgeous footage of Aruba, this time focused on Aruba’s Eagle Beach (the official best beach in Caribbean) and high-end restaurants in the area, we were once again able to tell emotionally driven stories that pull the viewer in and make them feel the sensations seen on screen.
We brought back Rocket Films and director Klaus Obermeyer Jr. so our stories would match those from the previous year. The result was a series of stunning stories of relaxation and bliss, each rooted in The Aruba Effect.