Creative Director // NYC
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USVI Real Nice

The Idea: Let the sights and sounds of the U.S. Virgin Islands tell the story of the islands as the antithesis to typical category advertising.

Advertising for Caribbean tourism has always been defined by overly staged partying vacationers and upbeat festive music. Our campaign reflects the recommendations of USVI residents.

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. We created 3 TV spots and 20 segment-specific online videos that featured only the locales recommended by USVI residents.

Online Videos

Online Videos

We created 20 online videos illustrating small slices of island life, each featuring a different recommendation of something to do or see.

Print Ads

Print Ads

Dozens of print ads were created, 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 Feb of 2019. 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 Feb of 2019. 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 started to reopen, we broadcast the recovery and booked rooms using Facebook Live.

As hotels started to reopen, we broadcast the recovery and booked rooms using Facebook Live.

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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