The Greater Miami and Beaches Tourism department tasked us to craft a campaign to bring young families south of the man-made theme park experiences found in Orlando and into Florida’s natural wonders.
Just minutes away from downtown Miami are three world-renowned state and national parks, each filled with the adventures the Orlando parks try to emulate.
Under the guise of a new, theme-park experience, we rebranded Miami’s Everglades, Biscayne, and Big Cypress parks into a new theme park: MIAMILAND.
First, we launched a mysterious theme-park teaser video:
And after a few excitement-building weeks, we unveiled to the world the real park, in an adventurous :60 film:
