Jet2 wanted to remind people why they’re loved for more than just a catchy jingle, and that’s where we came in.

Working with Defected Records and Radio 1 DJs Arielle Free, Sam Devine and Danny Howard, we flew to party destinations across Europe to capture content that would cut through the noise and reconnect audiences with the joy of travel.

This wasn’t your average tourism shoot.

Keeping it Real, Keeping it Engaging

Holiday content often risks looking too polished, which is especially dangerous when shooting for socials. Postcard-perfect shots are great, but it’s not necessarily what audiences want to see, or at least, not without an injection of energy and creativity.

For this campaign, we wanted to bring out the personality of the DJs and the authentic experiences that make their individual trips memorable. It’s all about being smart with creative choices and looking for ways to shoot the action outside the norm.

ARIELLE FREE – SERIES TRAILER

From sunrise yoga sessions to late-night festivals, our small team of three (producer, director, shooter) worked across multiple locations and formats. The approach was deliberately lean, making us mobile, responsive, and able to capture the energy of the DJs and the ambition of the project, which made it worth it.

Taking Holiday Content to New Depths

Anyone can grab a camera and shoot nice holiday footage. But if you want to stand out, especially in a crowded tourism space, you need angles and perspectives that audiences don’t usually see. That’s where specialist kit makes all the difference.

By combining drone shots with underwater housing, we were able to capture Malta in ways that felt fresh and cinematic, from sweeping aerials above Valletta’s coastline to immersive dives beneath the surface. These techniques instantly elevate production values, turning familiar destinations into something spectacular.

Of course, pulling it off wasn’t simple. Launching and landing a drone from a moving boat requires real expertise, and our partner Robin Kother from Mother Goose Films, brought exactly that. His experience in drone and underwater tourism filmmaking allowed us to safely capture sequences that added energy, scale and authenticity to the campaign.

THE METRICS ON INSTAGRAM

The campaign generated over 13.4 million views on Instagram across a series of trailers, features and supporting clips. With five bespoke pieces of content created for each DJ, the films delivered exceptional reach and visibility, proving the power of combining authentic talent-led storytelling with high-production visuals like drone and underwater sequences.

Why It Worked

For us, this project underlined a simple truth: the best tourism content blends cinematic quality with authenticity. It’s about the right talent, the right crew, and the right creative instincts. When those things line up, you get films that not only showcase a destination but make people want to be there.

SAM DIVINE – SUPPORTING CONTENT