Baha Mar

The Client: Baha Mar Resort

Who They Are: A Caribbean destination perched in the secluded sands of Nassau’s Cable Beach, where unparalleled luxury meets the Bahamian breeze.

The integrated resort development features three world renowned hotel brands and a sweeping array of amenities including an oceanfront casino, a Jack Nicklaus Signature golf course, a championship racquet club, a flagship ESPA, a stellar arts and convention center, and a thrilling collection of fine dining, nightlife, and retail outlets.

Skills: Creative Direction, Art Direction Photo Direction Strategy, Production Logistics, Web Design, Print Design

2020 Teaser Reel

Still from the 2020 Campaign Shoot

2020 Campaign Shoot

For the development of the 2020 campaign the team and I were asked to build upon the equity of the preeminent luxury positioning that Baha Mar had enjoyed during its first year of operation, and develop a lifestyle campaign for the 2020 calendar year that expanded on the tagline; “Life Spectacular.”

The campaign would speak to three specific demographics of travelers: “The Family Ensemble,” “The Hip Couple,” and “The Romantic Getaway Pair.” Over the course of eight days, the team and I were challenged to capture video and stills that would effectively integrate into campaigns that targeted these audiences.

Still from the 2020 Campaign Shoot

The family ensemble was built from the perspective of the children. Playing upon the idea that everyone has their idea of the “perfect vacation,” and that this escape has a different definition for the children and the adults. “Me time” versus “We time,” was a concept that came heavily into play, showcasing the vast array of offerings the resort has for adults, children, and the family as a whole.

Family Ensemble Stills

The hip couple captured the essence of effortless, and playful travel. A change in direction from previous shoots meant to appeal to a younger, and more aspirational audience. Adventurous in spirit, this category skewed towards the influencer lifestyle, with highly curated shots that ranged from time spent relaxing in infinity pools, to drinks with friends at the only rooftop lounge in Nassau.

Hip Couple Stills

The romantic getaway was a more peaceful series of shots. This storyline was more about capturing serene and blissful moments of seclusion in a robust tropical location. Tender moments of escape from their normally busy lifestyles.

Romance Couple Stills

An extensive pre-production workflow was maintained to ensure that each narrative had a full library of images that were captured. The casting process brought in a talented group of 11 individuals, who would portray the “family ensemble,” “the young hip couple,” and the “romantic getaway pair.”

Shooting on the Baha Mar property is uniquely challenging with various factors such as weather, guests, legal formalities of getting action shots on the casino floor, and most importantly: water clarity and tide. Thus, a schedule was built to accommodate all scenarios and potential setbacks. A thorough shot list was put together to make sure that all angles of the property were covered, particularly new openings, such as the Baha Mar Beach Club.

We managed to capture a beautiful series of images and videos that authentically encapsulated the spirit of Baha Mar. These assets are now in use across a spectrum of channels; including digital banners, landing pages, social posts, print collateral, out of home advertising, et al.


Studio: Mod Op | Creative Directors: Marcelo Cardoso & Ty Johnson | Art Director: Anya Ermakova | Video Team: Transit Pictures | Photographer: Jerry Balderas | Stylist: Gina Ortega | Makeup Artists: Alex Reynal | Video Editor: Garrett Weinholtz |