BELIZE TOURISM

Grab Life in Belize

Problem: Belize runs on tourism. When the pandemic shut down global travel, it didn't slow the country's economy. It stopped it entirely.

Solution: Grab Life in Belize. A full-scale campaign built on a single insight: travelers weren't just ready to go somewhere. They were ready to feel something again. Belize became the answer.

How: End-to-end creative direction across video, photography, digital, out-of-home, and animation, executed in partnership with production company Vagrants and an in-house creative team.

CLIENT: Belize Tourism Board

AGENCY: Zimmerman/Bright Red

CREATIVE DIRECTION: Tony Frusciante, Liz Paradise

ART DIRECTION: Tony Frusciante

GRAPHIC DESIGN: Tony Frusciante

COPY: Jason Piroth

FILM DIRECTOR: Dustin Devlin

PRODUCTION & PHOTOGRAPHY: Vagrants

MORE: VIDEO, VIDEO EDITS, PHOTOGRAPHY, & ANIMATIONS:
Tony Frusciante, Eric Vaughn, Taylor Cook, & Cole Zimmerman

Ancient stone ruins with steps surrounded by green trees, under a cloudy sky.
A green iguana with colorful skin resting on leafy green branches.
Two people enjoying a relaxing moment in a swimming pool under palm trees, with one resting her head on the other's shoulder, both smiling.
Woman standing under a small waterfall in a jungle with two other people in the background.
Two men playing a game of human limbo outdoors in a park with trees in the background.
Three people wearing helmets with headlamps are in a dark cave, sitting on floating tubes in water, looking up towards the cave ceiling.
A man and a woman holding hands and looking at an ancient pyramid at a historic site under a partly cloudy sky.
Woman in colorful bikini top and white pants standing near a boat.
Close-up of a man wearing a blue athletic shirt with the text 'grab life' and 'belize' and a small toucan logo, with multicolored geometric patterns on the shoulder and sleeve.
White tote bag hanging on a wall hook, with colorful geometric shapes and the text 'grab life' and 'belize' printed on it.
Design resembling a luggage tag with the text "April 2021" at the top. The mainly black background features the phrase "CRAB LIFE" with stylized letters and colors. Below, the website "travelbelize.org" is displayed. The lower part includes a quote by Marcus Aurelius about life being short and the importance of presenting oneself thoughtfully.
Black-and-white chessboard with chess pieces arranged for a game.
A person diving into the ocean near a cave or rock formation, with light rays shining through the water. The image promotes travel to Belize via travelbelize.org.
Colorful text reading 'Travel Belize' with a toucan bird graphic beneath and the website travelbelize.org at the bottom.
A graphic design that says 'We are built by the Belize' with a colorful logo of a toucan above the text.
Travel Belize logo with stylized sun and waves above the words 'by the' and a colorful toucan with the word 'belize' underneath. URL: travelbelize.org.
A person diving into the ocean near a rocky coastline with buildings, mountains, and a cloudy sky in the background, promoting travel to Belize.
Colorful text with the words 'GREAT LIFE' and 'by the' with a small toucan bird graphic.
A beige baseball cap with a pattern of blue and yellow tropical birds and leaves. The cap features a small tag that reads 'belize my Day'.
A person in swimming trunks is taking a selfie underwater in a swimming pool, while two people and a speedboat are visible above water.
Colorful text that says 'grab life belize' on a black background.
Ancient Mayan pyramid surrounded by lush green forest, with rolling mountains and cloudy sky in the background.
Person wearing a helmet and gloves, standing near a waterfall or stream, holding onto ropes for rappelling or climbing in an outdoor, natural setting.
A young woman with fair skin, light green eyes, and long auburn hair stands outdoors near a stream, wearing a white baseball cap with colorful text that says 'grab life Belize.' She is smiling softly and looking directly at the camera, with a backdrop of rocks, trees, and flowing water.
Close-up of a woman wearing a yellow polo shirt with Belize Tourism Board logo and slogan 'grab life', black pants, and a black belt, against a white background.
A navy blue jacket with a Belize Tourism Board logo on the chest and a colorful 'grab life' patch on the sleeve.
A man with dreadlocks and a beard flexing his biceps against a red wall, wearing a black T-shirt with colorful text saying "grab life, Belize."

BELIZE TOURISM

Exhale

Problem: The world had stopped. Masks, fear, isolation & people were holding their breath, literally and figuratively. For Belize, a nation where nearly all economic activity depends on visitors arriving, every closed border was a crisis compounding on itself.

Solution: Exhale. A campaign built on a universal human moment — the need to stop holding on and let go. Belize wasn't just open. It was the reminder that another world exists: open water, open sky, and an interior that most visitors never see. The invitation was simple. Come breathe again.

How: Digital and social campaign with out-of-home placements in airports, meeting travelers exactly where they were the moment they started moving again.

CLIENT: Belize Tourism Board

AGENCY: Zimmerman/Bright Red

CREATIVE DIRECTION: Tony Frusciante, Liz Paradise

ART DIRECTION: Tony Frusciante

GRAPHIC DESIGN: Tony Frusciante

COPY: Jason Piroth

A woman scuba diving underwater making an OK signal with her hand, with another diver in the background. The image promotes travel to Belize.
Colorful toucan perched on a branch with green leaves in the background, promoting travel to Belize.
Inside a modern airport terminal with high ceilings, large digital screens displaying advertisements and messages, and travelers wearing masks walking or waiting near seating areas.
Colorful graphic design promoting Belize travel with the Belize flag colors, a toucan, and text saying "Explore Belize" and "Travelbelize.org". A gorilla resting on a tree branch in the rainforest background.
Cover of a travel brochure featuring a jaguar resting on a tree branch, with text promoting Belize as a travel destination, including the website travelbelize.org and the slogan "Breathe easy. Weekly non-stops are back."
A woman underwater wearing goggles, with her head tilted back and water surrounding her.
Indoor view of an airport terminal with digital screens, travelers, and shops.

BELIZE TOURISM

Digital

Problem: With the world grounded, traditional advertising had no audience. Travelers weren't in airports, hotels, or magazines. They were online.

Solution: A comprehensive digital ecosystem built to keep Belize visible and bookable throughout the pandemic. Website overhaul, display banners, email campaigns, virtual conference environments — every touchpoint where a potential traveler might appear, we were there.

How: Full digital creative direction covering web design, banner production, email design, and virtual event spaces. Built to perform across every screen and every stage of the traveler's decision journey.

CLIENT: Belize Tourism Board

AGENCY: Zimmerman/Bright Red

CREATIVE DIRECTION: Tony Frusciante, Liz Paradise

ART DIRECTION: Tony Frusciante

GRAPHIC DESIGN: Tony Frusciante

COPY: Jason Piroth

PRODUCTION DESIGN: Chi Hang

Multiple electronic devices displaying a website for Belize travel, featuring a colorful logo, jungle background, and travel information.
Two women enjoying a pool in Belize, with palm trees and a clear sky in the background, promoting travel to Belize.
Beach scene with palm trees, a wooden pier leading to a hut over water, and two people walking along the shore. The sky is cloudy, and overlay text promotes Belize tourism, adventure activities like fishing, caving, and diving, and encourages becoming a Belize travel specialist.
A woman wearing a white helmet and gloves is ziplining in a lush, green jungle setting, with a smiling guide in a blue shirt and orange helmet standing nearby.
A large indoor convention center with colorful signage for Belize tourism. Features include a main stage to the left, an exhibitor lobby to the right, and a help desk in the center. An escalator is on the left side, with seating area and plants in the foreground. Promotional banners and digital screens display Belize-related graphics and information.
A woman wearing a helmet and safety harness rapelling down a rocky waterfall in a lush green outdoor setting, promoting Belize adventure activities.
Two women smiling and enjoying a scenic outdoor view, with text promoting Belize travel.
Group of people and a dog swimming in a cave with bright light outside, promotional Belize tourism ad.
Two children practicing yoga by the beach with the sea and sky in the background, part of a travel promotion for Belize.
A webpage showcasing Belize tourism, featuring a pier leading into the water at sunset, sections on experiences like hiking, exploring nature, and visiting UNESCO World Heritage sites, a map of the US for flights, and images of the Belize coastline and activities.