After a couple of years where nobody was going anywhere (thank you COVID), Jamaica needed more than a "come visit" campaign. The brief was to reignite interest in the destination — not as a checklist of beaches and resorts, but as a place that hands you back something you lost while you were stuck at home: curiosity, adventure, a looser version of yourself.
The idea we landed on was simple: it's time to come back. Coming back to Jamaica, and in doing so, coming back to a better version of yourself. That gave us a campaign built around feeling — adventurous, curious, lively, laid-back, romantic — and it needed a visual language that could carry that feeling across nine languages and dozens of markets without losing what made it Jamaica.
I co-led the creative with another ECD who had deep ties to Jamaica. They led overall direction and the video and film production. My lane was the still photography and everything built off it — directing the imagery and leading the print and digital asset production.
Out of that photography work came the piece I'm proudest of — a custom typeface we named "Curious." I sought out a typographer to build it with, and we spent real time getting the lettering perfectly imperfect — hand-touched enough to feel human, unmistakably Jamaica, and built to complement the photography rather than compete with it. We set lockups for 35 English headlines, then translated and re-set every one of them across eight additional languages, which meant the typeface had to hold its personality in scripts and character sets well outside what it was originally drawn for.
A campaign that spans display, commercials, posters, and everything between — consistent across nine languages and international markets, built to feel like Jamaica before you've read a word of copy.
The "Curious" typeface gave the whole campaign a visual voice that was distinct to Jamaica and impossible to template, and it's the piece of this that was mine start to finish.
Project completed as Co-Creative Lead at Accenture.
