I led the multi-year creative development of Visit Panama’s Live for More platform, including two distinct campaign rollouts. The 2023 launch reframed the travel ad through the eyes of the traveler—capturing raw, spontaneous moments as if relived in a voice note to a friend. In 2024, we spotlighted Panama’s close-knit diversity, showing how easy it is to experience more, every day.

Ethical and sustainable considerations guided the selection of experiences, locations, and activities, ensuring the promotion of responsible tourism. The campaign drove a 55% jump in spontaneous brand awareness and generated $902 million in tourism revenue in 2023 alone.

Services: Creative direction, design, pre-production, production, on set art direction, post production direction.