Aruba Tourism
“One Happy Island” is more than a tagline—it’s the feeling at the heart of Aruba. “The Aruba Effect” was created to bring that feeling to audiences around the world through social, celebrating the island’s people, culture, food, and natural beauty.
I joined the campaign as a Designer and Video Editor, working closely with our Creative Director and Strategist to establish a social-first approach that made audiences feel the warmth and happiness of being on the island. I grew into the Associate Creative Director role, taking ownership of the creative across social content and production. I lead a team of designers and editors, concept and pitch new content, establish visual direction, and lead social shoots on-island—from pre-production and talent direction through post-production. The role has allowed me to evolve from hands-on creative execution into leading teams, shaping ideas, and driving an integrated creative vision from concept to final content.
Roles: Designer / Art Director / Video Editor / Senior Art Director / Associate Creative Director
ARUBA SOCIAL SHOOT
In October 2023, a small team of agency creatives including myself ventured to the country of Aruba to execute our first social shoot. We developed a shot list and production plan, working with on-island producers to strategize the best methods for a successful shoot. The intent of the trip was to shoot stills and video footage to create organic social content for the next several months. Below is a small compilation of still photos I shot with my DSLR that we have used primarily for Instagram purposes.