Rumba Brand Video

Project Overview This project was a complete creative exercise in building a brand from the ground up. The challenge was to create and define a new spirit brand, "Rumba," and to bring its essence to life for a millennial and Gen Z audience. The goal was to establish the brand as more than just a product; it was to position it as a symbol of joy, culture, and shared moments.

The Creative Strategy : My approach was to move beyond traditional product advertising and create a "vibe film." The core concept was to root the brand in authenticity and culture, showing it is truly "born from the cane." I wanted to evoke a sense of joy, sharing, and free-spirited living, celebrating a global community connected by a shared appreciation for life's simple pleasures.

The film's voice-over and visuals were designed to communicate this feeling. The voice-over acts as a manifesto, speaking directly to a "free-spirited" audience and inviting them into the Rumba lifestyle, while the visuals were crafted to illustrate that lifestyle.

The Creative Execution: As the Creative Director, I handled the entire production process from concept to final delivery, ensuring every element aligned with the brand's core message.

Script & Narrative: I wrote a voice-over script designed to build a story and an emotional connection. The script evolves from a grounded, poetic origin ("it comes from the cane") to an aspirational, community-focused message ("it's for the free-spirited").

Art Direction & Visuals: I developed the visual treatment for the film. Using AI as a powerful tool for ideation and creation, I produced a series of vivid clips to bring the vision to life. The imagery was carefully sequenced to build a narrative arc.

AI: I used a variety of AI platforms, including Runway, Kling, and Nano Banana to generate the film's unique visuals. The Adobe Suite then served as my post-production hub, where I edited, polished, and fine-tuned every clip to align with my artistic intent.

The Outcome The completed "vibe film" successfully communicates Rumba's identity and core values without relying on a traditional sales pitch. It accomplishes the project's goal by positioning Rumba as a brand that is part of a lifestyle, not just a drink.