"Found in Miami" | Miami Lifestyle Photographer Mauricio Candela Shoots Major Tourism Campaign for GMCVB & VML

Mauricio Candela
Nov 1, 2018
3 min read

Updated: 2 days ago

Miami Lifestyle Photographer Selected to Redefine the City's Image

When the Greater Miami Convention & Visitors Bureau (GMCVB) and global agency VML set out to show the world that Miami is more than just nightlife, they needed a photographer who truly understood the city's soul. They chose Miami lifestyle photographer and director Mauricio Candela to lead the visual storytelling for one of the most ambitious tourism campaigns in the city's history: "Found in Miami."

The mission was clear — reveal the real Miami. The textures, the landscapes, the culture, the people, the hidden gems that locals know and tourists rarely see. Not the clubs, not the neon lights — but the authentic, layered identity of a city that has much more to offer than its reputation suggests.

Two women in swimwear run on a sandy beach at sunset beside paddleboards. City skyline and trees are visible in the background.

Behind the lens: Candela's creative vision

With deep roots in lifestyle and urban photography, Candela approached this campaign with the intent of capturing both iconic and unexpected moments. Miami is often seen as a party city, but this project was about uncovering the layers beneath the surface.

“The goal wasn’t to photograph the Miami everyone expects, but the one that surprises you when you least expect it,” Candela explained. “We wanted to photograph the soul of the city—its textures, light, people, and energy.”

To bring that vision to life, Candela and his team explored lesser-known neighborhoods, family-owned businesses, cultural spaces, and natural environments to create a visual story that felt authentic and intimate.

The Scale of the Campaign: 15 Spots, 600 Stills, Two Months of Shooting

This was not a small production. Over the course of more than two months, Mauricio Candela directed and photographed 15 video spots and delivered over 600 still images — a massive library of visual content covering every dimension of Miami life.

The deliverables were organized into four distinct categories that captured the full breadth of the city:

Miami Lifestyle — Real people, authentic moments, the everyday energy of a city that never stops moving.

Miami Textures — The colors, surfaces, and visual details that make Miami unlike any other city in the world.

Miami Landscapes — From the Everglades to the coastline, the natural beauty that most visitors never take the time to discover.

Spots & Motion — Dynamic video content bringing Miami's neighborhoods and attractions to life on screen.

Person snorkeling underwater, wearing green mask and snorkel. Sunlight creates ripples on skin. Clear blue water, serene outdoor setting.

Beyond Nightlife: What a Miami Lifestyle Photographer Sees That Others Miss

The creative challenge at the heart of "Found in Miami" was shifting perception. Miami has long been associated with South Beach, nightclubs, and luxury hotels — and while those elements are real, they represent only a fraction of what the city truly is.

As a Miami lifestyle photographer who has lived and worked in the city for years, Mauricio approached this campaign with an insider's eye. He sought out the authentic corners — the neighborhoods with character, the local rituals, the natural landscapes that most tourism campaigns overlook entirely.

The result was a campaign that felt honest. Not polished beyond recognition, not filtered into a fantasy — but real, layered, and genuinely reflective of a city that continues to surprise even those who think they know it well.

The "Found in Miami" campaign went on to drive record tourism numbers for Greater Miami, with the GMCVB reporting over 23.3 million visitors and an economic impact of $18 billion in the years following the campaign's launch.

A modern building with a textured facade is beside tall palm trees under a clear blue sky, creating a sunny, relaxed atmosphere. Miami Textures

A Campaign That Defined Miami Lifestyle Photography

"Found in Miami" stands as one of the landmark projects in Mauricio Candela's career as a Miami lifestyle photographer and director. It combined the scale of major commercial production with the authenticity of real lifestyle storytelling — and proved that the two don't have to be in conflict.

When a city trusts you to define its image to the world, every frame carries real weight. This campaign was built on that responsibility, and it delivered.

The Team Behind "Found in Miami"

Working with VML, a globally recognized agency known for integrated marketing and digital storytelling, the collaboration was fluid and creatively stimulating. With clear vision, strategic alignment, and efficient production coordination from The Blur Office, the campaign remained on schedule and delivered a portfolio that exceeded client expectations.