Creative Director // NYC
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USVI Real Nice

Advertising for Caribbean tourism destinations has always been defined by overly staged partying vacationers and upbeat festive music. We created Real Nice as the antithesis of that. We let the culture, sights and a sounds speak for themselves. 

What is Real Nice?

What is Real Nice?

Real Nice is a state of mind embodied by all of the residents of the U.S. Virgin Islands. To make sure we stayed authentic, our 24 day shoot was planned around the locales and attractions recommended by the residents. What we ended up with was 3 TV spots and 20 segment-specific online videos that we targeted to specific audiences.

Online Videos

Online Videos

We created 20 online videos illustrating small snippets of island life, each featuring a different aspect of something you can enjoy.

 We also created lots of print ads speaking directly to our different segments carrying our whimsical tone all of the way through. 

We also created lots of print ads speaking directly to our different segments carrying our whimsical tone all of the way through. 

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 The new visitUSVI.com will be launching in Fall of 2018. This mobile-first, media-rich site builds dynamically based on how you you interact with it. The content you interact with helps inform a proposed itinerary.

The new visitUSVI.com will be launching in Fall of 2018. This mobile-first, media-rich site builds dynamically based on how you you interact with it. The content you interact with helps inform a proposed itinerary.

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Still Nice

Still Nice

About a month into our launch, disaster struck—twice. Two Category 5 hurricanes, Irma and Maria decimated the islands. In the days, weeks and months after, we did what we could to support a client and it’s residents that relied on tourism as their primary source of income. We operated quickly and cost effectively to keep the USVI top of mind to future travelers.

 The ambient and soothing Sounds of Still Nice was a quick Spotify playlist we put together from our more than 3 weeks of shooting.

The ambient and soothing Sounds of Still Nice was a quick Spotify playlist we put together from our more than 3 weeks of shooting.

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 Using photos from island residents (we weren’t legally allowed to show any of our original footage since it would misrepresent the current situation), we created dozens of quick social posts utilizing the platform reactions.

Using photos from island residents (we weren’t legally allowed to show any of our original footage since it would misrepresent the current situation), we created dozens of quick social posts utilizing the platform reactions.

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 As hotels came back online, we broadcast using Facebook Live to our followers with tours of the rooms and resorts to show the recovery.

As hotels came back online, we broadcast using Facebook Live to our followers with tours of the rooms and resorts to show the recovery.

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 We sent small camera crews to the island to shoot dozens of quick turnaround videos with accurate content.

We sent small camera crews to the island to shoot dozens of quick turnaround videos with accurate content.

Credits

Credits

Doug D’Arrigo - Executive Creative Director
Katie Sedmak - Art Director
Melanie Matlock - Copywriter

Website
Idris Solomon - Designer
Tamara Williams-Orgias - UX