Belize "Grab Life"
You don’t just visit Belize. You feel it. Salt on the lip, drums in the chest, reef at your feet, green rising behind you. This campaign invites travelers to come open-hearted and leave changed.
Client
Belize Tourism Board
Partners
Omnicom, Seed, Fluff & Fold
Director
Ross Haines
Launch
June 2025
The Opportunity
Families and luxury travelers are hunting for trips with soul. Belize has it all — from barrier reef to rainforest canopy — yet louder destinations often drown out the quiet places that stay with you. We positioned Belize as a world-class destination where adventure and meaning meet.
The Brief
Create four cinematic spots that elevate Belize’s brand and showcase authentic culture, natural beauty, and transformative experiences. Cut through global tourism noise with clarity, humanity, and craft.
The Guide
Seed partnered with Omnicom and the Belize Tourism Board. We grounded the story in Belizeans themselves. Real people. Real places. Real pace.
The Plan
- Anchor in locals: Introduce three Belizean “Grab Life Coaches” who embody Mind, Body, and Soul.
- Film reef to rainforest: Eight shoot days with director Ross Haines, plus landscape/culture and aerial units to widen scale.
- Deliver modular assets: Broadcast heroes, social cutdowns, OOH stills, and a deep footage library for future campaigns.
Creative Concept: Grab Life Coaches
Belize’s story is told by the people who live it. Our Mind, Body, and Soul guides lead viewers through sunrise meditations, jungle hikes, cacao and Garifuna rhythms, reef days, and nights that linger. Charismatic, grounded, and true.
Featured Stills
Three hero frames — let them breathe. Drop in large images for immediate place and feeling.
Production: From Reef to Rainforest
- Primary unit: 8 days across iconic and remote locations led by Seed director Ross Haines.
- Landscape & culture unit: 22 additional days with local director Tom Hines to capture portraits, rituals, and everyday Belize.
- Drone & action unit: Directed by Johnny FPB for high-energy aerial scale.
- Capture: 40+ hours of 4K/8K footage building a long-term asset library for broadcast, digital, social, and seasonal needs.
Human Impact
“People come here to find something they didn’t know they lost.” That line from our Mind Coach became a compass. Communities opened their doors and their stories. The films carry that generosity.
What We Made
- 4 hero commercials: Mind, Body, Soul, and Anthem
- Still photography for OOH, print, digital, social, trade, and publications
- 40+ hours of high-resolution footage (4K/8K) for future campaigns
- Platform-ready cutdowns and pre-roll versions
Results
The Grab Life campaign launched in June 2025. Full performance metrics are forthcoming. Early client response: “The most emotionally grounded and cinematic campaign we have produced.”