Client: Los Cabos Tourism Board
Role: Creative Direction
Results: Over 200M media impressions, 98% increase in website traffic, 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 in a new way—showing that wellness isn’t just a trend, it’s a way of life.
A series of video spots showcased Diana Flores' holistic approach to wellness, from elite training to family time.
Hand-drawn storyboards turned the creative vision into a production-ready plan.
The campaign launched with a media event in New York City, where we crafted every touchpoint from event branding to executive presentations.
The campaign's commitment to wellness extended behind the scenes with a sustainability-first production that reduced resource use by 40%.
Los Cabos made its SXSW debut through an interactive whale installation and thought leadership panel, reaching thousands of attendees and generating 700K+ impressions.
Credit:
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) 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). Additional shoutouts to Chris Hicks (Sr. Designer), Terrence Wimberly (Sr. Designer), Myranda Thompson (Sr. Art Director), and 'Apikale Fouch (Art Director).
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)