Havana Club

Immersive Social Experience

Amparo was a groundbreaking immersive theater experience that told the story of the Cuban exile journey through the lens of Bacardi’s heritage. With the live show selling out night after night in Miami, the challenge was to extend its cultural and emotional impact beyond the physical stage and reach audiences globally.

Approach

I worked with the creative and production teams to translate Amparo into a digital storytelling platform that preserved its intimacy while expanding its reach through a robust social strategy. The focus was on creating content and experiences that honored Cuban history, invited community participation, and reinforced Bacardi’s role as a brand rooted in authenticity and resilience.

Execution

• Built a digital storytelling hub featuring cast interviews, audience testimonials, and behind-the-scenes footage

• Shaped a content amplification plan across social media and partner media outlets

• Activated cultural influencers to share and amplify the Amparo story within their communities