Led the creative team to concept an ad campaign, branding and website for Azul Beach Resorts to give this brand it’s own identity from the rest of the Karisma Hotels & Resorts portfolio and speak to the Millennial audience. Assets created included a library of lifestyle and architectural photography and a video shoot in Negril. We also included special setups for lifestyle, fine dining and drink to emphasize that a stay at Azul Beach Resorts is an indulgent and vibrant all-inclusive experience. For that reason the campaign, The A-List was created that could work it s way across all Azul properties in Mexico and Jamaica to make the brand stand out in a crowded marketplace.