Arehucas 7: Escucha Lo Que Sientes

For this project with Arehucas, I was entrusted with full creative direction to build a vibrant, lifestyle-focused campaign rooted in the energy of the Canary Islands’ music culture — specifically through its DJs and local talent. The core idea was simple: to connect rum culture with those who live guided by instinct, not convention — people who listen to what they feel, not what they’re told. Visually, I leaned into an casual and lifestyle photography — warm, intimate, and infused with movement — that captured real moments: clinking glasses, spontaneous laughter, and bold characters. This was more than just a shoot — it was a brand statement: Arehucas isn't just a rum; it's a soundtrack to your best nights.