Challenge

Panama City has more going on than most visitors ever find: working artists, local shops, waterfront tables, and a bay worth a whole afternoon. Destination Panama City needed a steady supply of video that showed it, with real places and real people, ready for social, the brand, and paid media.

Solution

We planned a series of shoots across the city and brought our own crew and cinema gear to every one. A cast moved through each stop the way a visitor would, and we captured it for every use at once: brand pieces, short social cuts sized for each feed, and ad creative. Then we built the ad campaigns to put it in front of travelers.

Results

A deep library of footage and finished pieces with one look and one voice, so the brand, the feeds, and the ads all show the same Panama City: local, lively, and worth the trip.

More to do than you think.

Destination Panama City wanted travelers to see what locals already know: there’s a whole day’s worth of things to do between the bay and downtown. In 2023 we ran a series of video shoots across town for social, brand, and ad content, then put that footage to work in the ad campaigns.

On location

Real places, real people, and a cast that moved through each stop the way a visitor would: blowing glass at Panama City Hot Glass, pulling prints at the Panama City Publishing Co. Museum, lunch at Bayou Joe’s, a toast over a charcuterie board, a dress fitting, a little shopping, and an afternoon on the bay. These frames come straight from the footage.

Friends squeezing into a selfie on a pontoon boat out on the bay

A visitor blowing glass under the mural at Panama City Hot Glass

Behind the scenes

Video is one of our core services, so the crew is ours: cinema cameras, gimbals, lighting, and sound, set up everywhere from boutiques and a print shop to waterfront decks at sunset. Each shoot was planned so one day on location fed the brand pieces, the social cuts, and the ads.