The Aruba Effect
FEEL THE ARUBA EFFECT
HOW DO YOU MAKE AN ISLAND STAND OUT IN A SEA OF SAMENESS?
Before 2021, my only knowledge of Aruba came from the Beach Boys’ late 80s hit (debatable) Kokomo. But then the Aruba Tourism Authority account came up for review and now I’m basically an expert on the island. And that’s when I learned that Caribbean tourism advertising is all the same - sun, sand, and surf. If you’ve seen one ad for a tropical island, you’ve essentially seen them all. But Aruba wanted to break through…
Through several immersion trips to the island, I quickly realized how special this place is - it’s called One Happy Island for a reason. From the moment you step off the plane you’re greeted with that signature Aruban warmth. And after just a few days seeing everything the island has to offer, I truly felt changed.
That’s where The Aruba Effect comes in.
Emotionally Driven Stories
Instead of just showing off the beauty of Aruba, we wanted to showcase how it makes you feel - ie. the overwhelming sense of happiness that drops your defenses and lifts your soul felt everywhere you go.
To launch The Aruba Effect, we told eight emotion-centered stories spread across the island, each showcasing a different facet of its beauty. Each begins tight on the characters’ faces and then gradually widens to reveal a stunning Aruban setting that is eliciting the emotion.
A simple structure, but you don’t need to get fancy when your setting is Aruba.
The stories were just the first piece to the puzzle. We wanted these spots to feel almost like a dream. Floaty. Ethereal. Like you’re remembering the moment from the past.
So, we partnered with Rocket Films and director Klaus Obermeyer Jr. to bring all this emotion together in a visually stunning showcase that makes the viewer feel like they’re in Aruba. Easy right?
Fortunately, Rocket and Klaus brought in the best of the best to shoot these stories. We had one of the best DPs, drone pilots, and tech people in the business. Unreal.
Even though this 4-day shoot was both physically and mentally exhausting, it reminded me once again why Aruba is so special. I worked like crazy but I felt friggin’ great.
That’s the Aruba Effect, I guess.