This high-energy ad campaign for Carib shows the real magic and vibes that are all around us in Trinidad & Tobago. Our clients were great to work with – they understood the value of using real people having real fun at real events, as opposed to the norm of models posing. We had a lot of footage from our files to work with, so we were able to put together a first draft of the ad within a few days. We broke a few rules along the way too: we showed a couple kissing, and women consuming alcohol. The documentary style of this campaign, coupled with the joy and vitality shown in so many of the shots, made the ad relatable – people connected to the emotions shown.
Director: Miquel Galofré
Producer: Rhonda Chan Soo & Kevin Hartnett
Camera: Miquel Galofré
Sound: Shane Hosein