“Curated Caribbean” is an advertising campaign created for Sandals Resorts, built around a curated-content strategy to promote Caribbean travel and present Sandals as a familiar, trusted voice for authentic island experiences. The campaign spanned digital, print, and broadcast channels and positioned the resorts as a gateway to the Caribbean as only a homegrown brand can offer.
CUSTOM MAGAZINES
As part of the campaign, a destination-focused magazine was produced to give readers a deeper look at the island’s culture, music, and cuisine. The publication was designed to inspire travelers with authentic, insider experiences beyond the resort, while also highlighting the resort experience itself.
CREATIVE LEADERSHIP & PRODUCTION
I served as creative lead for a small team bringing the Curated Caribbean campaign to life. Working with the in-house creative director, writer, producer, and account team, I helped shape story direction, select locations, and define the visual approach. I chose the photographer and DP, created the shot list, and scouted locations, then traveled to Curaçao, Barbados, and the Bahamas as the on-island agency producer for still and motion capture. I also curated the final assets and designed and laid out the custom magazine, with assets used across a digital publication, YouTube, and social channels.
