Aruba
- Motion
- Design
Campaign Graphics
In collaboration with the fine folks at Big Village, I’ve been whipping up a steady stream of relaxing, chill-vibe visuals for Aruba’s campaigns since 2022.
The goal? Gently remind people that when winter hits hard, there’s always the option to head south to Aruba where the sub-zero windchill and the frozen eyelashes can be replaced by 80° sunshine, warm breezes, and sand that feels like silk.
The key to it all is to stay relaxed. Relaxing is the core concept behind everything. No kidding! These aren’t loud, hyperactive graphics trying to punch you in the eyes. Good heavens, when you’re smashed shoulder-to-shoulder on a packed subway, catching only a glimpse of an ad through the armpit of the guy holding the strap in front of you, you want to escape. Deep breaths.
There’s somewhere better.
That’s what Aruba is for. And that’s what these graphics are about.
The Aruba Effect
The Aruba Effect is, as you can imagine, exactly what happens to you after spending time in Aruba.
It’s a cosmic slowing of time, a sudden appreciation for ukulele music and casual whistling, that moment when you find yourself drinking a bright blue frozen cocktail made with over ten ingredients, with its full power revealed the next morning.
It’s time. It’s space. It’s… space-time.
Mostly, it’s warm. It’s slow. And it’s happy.
Social Media
Fill the feeds, keep the posts coming, give the people the content.
And all at once. Here, just a few pieces of said content to look at if you haven’t already seen enough (if that is even possible) in its native format.
Look at it again. Just look at it.
Relaxathon
In 2024, Aruba hosted its first Relaxathon. It’s a competition for competitive relaxers. The prize? A fully loaded vacation package to Aruba, naturally. Not a bad deal for lying around.
We put together a spoof sports-style package for the sizzle video, capturing the day’s action out there on Eagle Beach. It looked pretty relaxing. This was a real event, there were heart monitors, monitoring hearts, readings, questionable levels of sunscreen. Very… high stakes.
Sean White was there, funny considering he’s a snow guy. I assume this his off-season training regime.
Anthem
The Anthem is a gentle walk through everything that sums up the best of Aruba: adventure when you want it, culinary surprises worth chasing, water so clear it barely seems real, warm sand and endless beaches, and more activities than you could possibly fit into one trip. It’s a simple reminder of everything that makes the island feel alive and a snapshot of all the good stuff in one place.
