Capturing the spirit of Jamaica
for every generation

The challenge

Campari wanted to create a vibrant, energetic ad that would celebrate its strong connection to Jamaica and appeal to both younger audiences and the brand’s existing, older market. The brief was clear: capture the spirit of Jamaica, tell the story of the island’s love for Campari, and make it resonate across generations. The challenge lay in authentically representing the culture and passion of the island while producing an ad that felt both contemporary and timeless.

The approach

From the outset, we knew exactly how to approach this project. Having worked on similar high-energy campaigns before, we were able to show the client examples of what we envisioned for this ad, which set the tone for a smooth and efficient creative process.

The standout idea that emerged during brainstorming was to let the Jamaican people themselves tell the story of Campari. Originally, we considered using a traditional voiceover, but we quickly pivoted to something more authentic: interviewing people across the island and using their voices to narrate the ad.

This approach added a layer of cultural richness and personal connection that would be impossible to replicate with scripted narration. The client loved this direction and gave us full creative freedom to bring their brand to life.

Production

The shoot took us all over Jamaica, with the bulk of the filming happening in and around Kingston. We adopted a run-and-gun style, capturing the vibrant life of the island as we moved from one Campari bar to another. This approach allowed us to gather a diverse range of content, from intimate moments in local bars to sweeping product shots on picturesque beaches.

Over 10 days, we filmed everything from the bustling streets of Kingston to the serene, rural bars nestled in the countryside. The flexibility of our lightweight gear—a BlackMagic Pocket Cinema Camera 6K, DJI RS 3 Pro gimbal, and Sennheiser lapel mics—enabled us to capture the essence of Jamaica in a dynamic, unobtrusive way.

Post-Production

Editing this project was a unique challenge due to the spontaneous nature of the shoot. While we had a rough narrative in mind, much of the footage was captured in the moment, which led to an editing process that resembled piecing together a documentary.

We experimented extensively with how the story should unfold, ultimately letting the authentic voices and experiences of the Jamaican people guide the structure of the ad. The final style mixed media elements, incorporating Super8mm and VHS emulation to reinforce the nostalgic, old-world feel of Kingston. Position tracking was used to integrate graphics, such as graffiti effects that introduced Campari branding in a visually impactful way.

The outcome

The result was a vibrant, culturally rich film that captured the heart and soul of Jamaica’s relationship with Campari. The combination of authentic interviews, stunning visuals, and a mixed-media aesthetic created a piece that stood out both for its energy and its deep connection to the people of Jamaica.

The ad resonated strongly with both the younger target audience and the established Campari drinkers, proving that the brand’s appeal spans generations. The client was ecstatic with the final film, praising our ability to bring their vision to life in a way that felt both fresh and timeless. The campaign reinforced Campari’s position as a beloved brand on the island, driving engagement and solidifying its place in the hearts of its consumers.