Year
2023
Client
BAHAMASAIR
Category
Product Duration
3 - 4 Weeks
The “60 Minutes to Paradise” campaign was developed as a strategic promotional effort for Bahamasair during the 2024 City of Miami Gardens Jazz in the Gardens festival—one of the largest cultural music events in South Florida. With thousands of attendees representing the broader African-American and Caribbean diaspora, the festival provided an ideal platform to position The Bahamas as an accessible and desirable travel destination. By leveraging a 15–30 second video spot, the campaign aimed to showcase the convenience of flying from South Florida to The Bahamas in under an hour. Through a streamlined production process—starting with scriptwriting and mood board creation, and ending in post-production—Bahamasair’s brand presence was elevated with vibrant visuals, concise messaging, and culturally resonant storytelling designed to engage a travel-ready audience.
The design of the “60 Minutes to Paradise” video was crafted to evoke the warmth, beauty, and energy of The Bahamas while appealing to a culturally rich, festival-going audience. Drawing inspiration from the vibrant colors of island life—turquoise waters, golden sands, and tropical accents—the visual style blended cinematic travel footage with modern, rhythmic cuts to match the upbeat tone of Jazz in the Gardens. Motion graphics were used sparingly but effectively to highlight key messages like “60 Minutes” and “Paradise Awaits,” ensuring clarity without disrupting the visual flow. The overall aesthetic was clean, immersive, and aspirational—designed to transport viewers mentally before physically booking their next trip.
The development of the “60 Minutes to Paradise” video followed a focused and efficient creative process. It began with scripting that aligned Bahamasair’s message with the vibrant energy of Jazz in the Gardens, followed by a mood board that guided the visual tone and pacing. Once approved, the team moved into production and post-production, combining destination footage, motion graphics, and sound design to create an engaging 15–30 second spot. The final output was optimized for both event screens and digital platforms, ensuring maximum reach and impact.
