Reality Backpackers
Celebrity Adventure and the Raw Beauty of Colombia.
Eight reality stars. One remote rainforest. No frills, no filters.
"Reality Backpackers 2" plunges celebrity contestants deep into the raw, untamed beauty of Colombia,
armed with nothing but a backpack and each other.
But how might we promote a reality show format by leveraging its unique features to
generate awareness and engagement, while distinguishing it within its category?
We combined creative boldness with viewer relevance, focusing on:
• Standing out in an oversaturated genre
• Sparking curiosity through surreal visual storytelling
• Leveraging high-impact media across touchpoints
We combined creative boldness with viewer relevance, focusing on:
• Standing out in an oversaturated genre
• Sparking curiosity through surreal visual storytelling
• Leveraging high-impact media across touchpoints
Culture Meets Adventure
Colombia is a vibrant collision of
color, rhythm, and spirit.
From the warmth of its people to the wild pulse of the Amazon rainforest, this energy shaped every step of the journey—and
every frame of the campaign.
Production: Remote Creativity, Real-World Challenges
Shooting in Colombia's rainforest required tight remote coordination. Local crew and photographers were briefed virtually
via Teams + Google Maps + Sun Tracker apps helped us plan for light and terrain
Composition requests: solos, team shots, and dynamic group visuals
Collaboration with PR to align visual identity across touchpoints.
AI-Enhanced Visual World
To reflect the vibrant surrealism of Colombian nature, we made AI an active creative team member,
To reflect the vibrant surrealism of Colombian nature, we made AI an active creative team member,
designing campaign motifs that exaggerated scale, color, and contrast to build intrigue and visual impact.
Midjourney, Krea and Runaway helped the team to craft still but and moving images creatives.
All-In Creativity Meets Reality-Loving Audiences
To balance expressive creativity with audience relevance, we developed two distinct hero spots,
each crafted to amplify the creative concept while resonating directly with reality fans.
These were rolled out across a broad media mix, from TV to digital, ensuring reach and impact across all key touchpoints.
From Jungle to Feed.
We used AI not just to visualize, but to elevate—creating bespoke social assets where jungle textures, local patterns,
and cast dynamics merged into platform-native stories.
Every visual was designed to echo a moment from the show: the tension, the humor, the cultural contrasts—
remixed into scroll-stopping motion.
"No Hablo Español"... yeah, we know.
For this social extension, we tapped into the cast’s real cultural struggles—especially their awkward, hilarious attempts to interact with locals.
From language mix-ups to cultural misunderstandings, the chaos sparked a playful online beef with Duolingo—turning a challenge into a viral moment.
Product and Campaign Roll-Outs
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Creative Director: Gabriel Menezes
Art Direction: Alex Mahnke
Photos: Christian H. Hasselbusch
Moving Images: Lisa Marie Dahlke
Styling: Katalin Kiss
Production: Ute Deutschmann
Set Designer:
