“Found in Miami”: VML and GMCVB select Candela to showcase the city beyond nightlife

Mauricio Candela
Nov 1, 2018
3 min read

Updated: Aug 25

A campaign that redefines Miami's identity

VML and the Greater Miami Convention and Visitors Bureau (GMCVB) launched a bold new tourism campaign titled “Found in Miami”, selecting Mauricio Candela to direct and photograph the entire project. Designed to shift the global perception of Miami beyond its nightlife reputation, the campaign highlights the city's lesser-known treasures, rich cultural textures, and diverse experiences.

What followed was a massive production effort that spanned over two months, resulting in the delivery of 15 video spots and over 600 still images. The campaign weaves together moments from beaches to backstreets, from sunrise yoga sessions to hidden food stalls, and from street art to historic neighborhoods—offering a fresh, human-centered narrative of what it means to find yourself in Miami.

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

The “Found in Miami” campaign was not your average shoot. Over 60 days of production, the team worked tirelessly across locations, coordinating logistics, talent, permits, and storytelling in both stills and video.

Deliverables included:

15 broadcast and digital video spots
600+ high-resolution lifestyle stills
Extensive behind-the-scenes content
A curated photographic library for long-term GMCVB brand usage

This production required agility and endurance, moving from sunlit beaches to rainy downtown streets in a single day, while keeping the aesthetic cohesive and on-brand.

Showcasing Miami's depth and diversity

What sets this campaign apart is its commitment to authentic representation. While world-famous destinations like South Beach and Wynwood appear, equal attention is given to local voices and everyday moments that tourists rarely get to see.

The visuals focus on:

Miami textures: the gritty beauty of weathered walls, vibrant murals, and urban corners
Miami landscapes: serene parks, marinas, and skyline sunsets
Miami lifestyle: local faces, community gatherings, and cultural rituals that define the city’s soul

By combining art direction, storytelling, and natural light, Candela’s imagery creates a feeling of warmth, curiosity, and connection.

Collaborative execution with VML

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.

Campaign credits

Agency: VML
Client: Greater Miami Convention and Visitors Bureau (GMCVB)
Production Company: The Blur Office
Photographer & Director: Mauricio Candela
Executive Producer: Michelle Jayme

Why this campaign matters

“Found in Miami” is more than a tourism campaign—it’s a visual invitation to rediscover one of the most dynamic cities in the world. By turning the lens toward authenticity and away from clichés, Candela helps viewers connect with Miami as a place of stories, not just scenes.

This campaign reminds us that what you find in a city often reveals what you might find in yourself.

Agency: VML

Client: Greater Miami Convention and Visitor's Bureau

Production Company: The Blur Office

Photographer & Director: Mauricio Candela.

Executive Producer: Michelle Jayme

MIAMI LIFESTYLE