Rebranding a dated luxury icon through cultural authenticity and creative bravery.

For decades, Sandals leaned into its image as a romantic escape. But the world changed, and the brand didn’t. It was stuck in a dated fantasy, defined more by honeymoon tropes than modern desires.

As Creative Director, I helped lead a complete repositioning built on pride and authenticity. We rebranded Sandals around what it truly is, a modern resort brand: Made of Caribbean.

Reclaiming the Narrative

Turning Clichés Into Culture

We began with self-awareness. The film, Three Things, leans into Sandals’ most recognizable images: blue water, white sand, romance. But what starts as familiar becomes a portal to something richer and unexpected: culture, nature, connection and joy.

Building a Platform. Protecting a Brand’s Soul.

  • Defined the brand tone and platform with Wolff Olins

  • Led full-funnel creative across film, social, CRM, digital and OOH

  • Shaped the voice and messaging system

  • Collaborated with stakeholders at every step

  • Directed execution with internal and production teams

“We didn’t just reposition the brand. We helped it reclaim its identity.”

From Times Square to TikTok,

the work felt like it came from the islands, not just filmed there.

Results

+15% increase in brand affinity +30% lift in social engagement +10% increase in bookings

Why This Mattered

This wasn’t a surface-level refresh. It was a creative reclamation. We didn’t just reposition a legacy brand, we helped it finally speak in its own voice, from the inside out.