Client: Los Cabos Tourism Board
Role: Creative Direction
Results: 98% increase in website traffic and over 200 million media impressions, 5% increase in hotel occupancy and air passenger arrivals, Earned media coverage in major outlets, including Sports Illustrated and Yahoo, Six industry awards recognizing the campaign’s innovation and impact
Los Cabos had a perception problem. Its vibrant nightlife overshadowed everything else, leading many to only see it as a spring break party hot spot. We set out to shift this narrative and redefine the destination’s identity.
I led the creative direction for a fully integrated brand campaign aimed at travelers who value luxury, sustainability, and personal well-being. Our core message repositioned Los Cabos as a wellness utopia—where balance, restoration, and cultural connection come naturally.
The campaign spanned video shoots, eco-conscious production practices, a high-impact SXSW activation, and hundreds of assets across social, digital, connected TV, email, and OOH. In its final phase, we introduced Los Cabos’s first ever brand ambassador: Diana Flores, quarterback and captain of Mexico’s national flag football team. Her journey through the destination brought our message to life—showing that wellness isn’t just a trend, it’s a way of life.
As a proud Mexican native and elite athlete, Diana embodied the strength, balance, and authenticity at our campaign's core. A series of video spots showcased Diana experiencing all Los Cabos has to offer, blending intense training, relaxation, and time with family to illustrate there’s no single definition of wellness. Each piece drove to a campaign hub to tell more of Diana’s story and show how she reps the wellness message on and off the field.
The campaign culminated in a high-profile launch event in New York City, strategically designed to reach travel influencers and luxury media outlets. Our team crafted every detail, from custom signage and creative displays to the speaking points and presentation flow announcing Los Cabos’ partnership with Diana Flores.
Wellness goes beyond spa days and lounging on the beach. It’s about caring or the destination itself. In the spirit of our campaign message, we produced new video and photo assets in a way that minimized our impact on Los Cabos and its resources.
Compared to a typical production—which can generate up to 20 tons of CO2—we reduced our natural resource use by 40%, sourced 60% of food locally and organically, cut water consumption by 60%, eliminated 200 plastic bottles, and neutralized 250 KGs of CO2 through local wardrobe sourcing.
To further position Los Cabos as a leader in eco-conscious luxury travel, we brought the brand to SXSW for the first time with a panel discussion and a bold, interactive activation. Our team designed a booth centered around a massive, sculptural humpback whale. The installation invited attendees to leave drawings and messages directly on the whale, symbolizing their own positive impact.
Results: The activation drew over 1,800 in-person interactions, generated 1,000+ new followers, 26,000+ Instagram Story impressions, and 700,000+ digital/social impressions overall.
Credit:
Where to begin!? This campaign was in-market for 2+ years and covered every ad format and touchpoint imaginable. We had an amazing team to make it all happen. Special thanks to Sam Morales (ACD, Senior Art Director) and Misty Hopwood (Copywriter) for being with me every step of the way. Videography and production credits go to Kate Adolphson (Lead Producer), Ian Langenhuysen (DP), Grant Lemons (DP), Blake Bronstad (Photographer), and Ashley Padilla (Editor).
Awards:
Platinum – Marcom Awards: Integrated Marketing, Gold – Muse Creative Awards: Eco-Friendly Video, Gold – Magellan Awards: Sustainable Destination Marketing, Silver – Muse Creative Awards: Integrated Marketing Campaign, Silver – Magellan Awards: Destination Marketing, Gold – Viddy Awards: Eco-Friendly Long Form Video