One of the most fulfilling projects I've ever worked on—largely thanks to the incredible warmth and generosity of the local community.
The people of Aruba were not just collaborators; they became partners in every sense, offering insight, enthusiasm, and a deep connection to their home that was both inspiring and humbling.
At the heart of this campaign was a shared goal: to create something that resonated not only with tourists, but more importantly, with the people of Aruba themselves. We wanted to craft a story that felt true to their identity—a film that celebrated their culture, lifestyle, and the spirit of the island in a way that felt both authentic and cinematic.
The Aruba Tourism Board was seeking a fresh, meaningful way to showcase the island’s unique essence. Deep Focus delivered a beautifully written script that captured the heart of Aruba and the pride of its people. My task was to bring that vision to life—truthfully, dramatically, and with emotional integrity.
I spent a week scouting the island, working hand-in-hand with the local Aruban team. Their insights were invaluable; we constantly sought their guidance to ensure every detail felt genuine and respectful. After identifying over 35 stunning and culturally significant locations—a personal record—we began the casting process. We sourced local talent for authenticity, and supplemented with actors from Miami to reflect the tourist experience. From hundreds of applicants, we carefully selected a cast of 50 individuals who embodied the story we wanted to tell.
Conceptually, the film revolves around the theme of reciprocity—the deep, unspoken relationship between the island and its people. The idea that when you love Aruba, the island loves you back—with its serene landscapes, energizing breezes, and sunsets that defy description.
Our goal was simple yet powerful: to show the world a different side of a well-known destination. To reveal Aruba not just as a place to visit, but as a vibrant, diverse, and deeply loved home.