SOCA SHORES

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BORN ON THE ISLANDS

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SOCA SHORES • BORN ON THE ISLANDS •

CREATIVE

direction

Soca Shores entered the Caribbean market as a new water brand competing for attention in a region saturated with global beverage giants. The objective was not simply to create beautiful commercials. The objective was to accelerate awareness fast enough to position the brand as culturally authentic and regionally dominant from day one.

My creative direction centered on cultural credibility. Instead of producing generic lifestyle ads, we embedded the brand directly into Caribbean dancehall energy, local community presence, and authentic island environments. The campaign was designed to feel born from the culture rather than marketed to it. Talent selection, location choices, lighting design, pacing, and music were all aligned with one strategic goal. Make Soca Shores feel like it already belonged.

We structured the rollout to generate momentum within the first fourteen days, knowing that early velocity shapes perception. The campaign was engineered for amplification across talent channels, social distribution, and regional digital ecosystems. Every creative decision was tied to measurable awareness growth.

Cinematic Caribbean dancehall commercial directed by Beau Kester featuring Jada Kingdom holding Soca Shores water during high energy brand launch campaign in St Thomas.png
Cinematic Caribbean DJ dancehall commercial directed by Beau Kester featuring Jada Kingdom holding Soca Shores water during high energy brand launch campaign in St Thomas.png
Cinematic Caribbean dancehall Dancer commercial directed by Beau Kester featuring Jada Kingdom holding Soca Shores water during high energy brand launch campaign in St Thomas.png
Cinematic Caribbean dancehall commercial directed by Beau Kester featuring Jada Kingdom holding Soca Shores 1 during high energy brand launch campaign in St Thomas.png

VISUAL

direction

The visual approach embraced saturation, movement, and energy. The final commercial leaned into a full dancehall aesthetic with layered lighting, dense color, kinetic blocking, and community participation. The intention was to create frames that felt immersive and unmistakably Caribbean.

For the lighting, we leaned into the Dancehall aesthetic with high-energy night environment that captured the pulse of local culture. Camera movement stayed fluid and responsive to performance, allowing the visuals to feel lived in rather than directed. The result was commercial storytelling that felt cinematic yet culturally grounded.

This was strategic immersion. When audiences saw the content, they saw more than an ad. They saw themselves reflected in it.

Cinematic Caribbean Dancer dancehall commercial directed by Beau Kester Soca Shores water during high energy brand campaign in St Thomas.png
Cinematic Caribbean dancehall commercial directed by Beau Kester featuring Jada Kingdom dancing during high energy brand launch campaign in St Thomas.png
beau-kester-soca-shores-dancehall-commercial-caribbean-brand-launch -1.png
Cinematic Caribbean Carton commercial directed by Beau Kester directing Soca Shores water during high energy brand launch campaign in St Thomas.png

IMPACT

Within the first fourteen days of release, the campaign generated over 4 million people in reached all over the Caribbean with 23.9 million impressions across social media.

Most early-stage beverage brands entering a regional market would be fortunate to reach 300,000 to 700,000 people within 60 to 90 days. Soca Shores exceeded those benchmarks multiple times over in less than half the time.

This early surge established brand familiarity at scale and positioned Soca Shores as one of the most visible emerging beverage brands in the Caribbean market. The campaign did not simply create engagement. It accelerated perception and pushed the brand into the cultural conversation immediately.

Creative direction was treated as a growth engine. The numbers validated it.