Pura Vida: Moments that make it
This campaign follows two exceptionally well-travelled National Geographic experts – a photographer and an Explorer - as they journey through Costa Rica in search of the true meaning of pura vida. Along the way, they explore how this local phrase is more than a greeting, whether it’s a way of life, an attitude, or something more intangible — uncovered through the quiet, unexpected moments that define the Costa Rican experience.
PHOTOGRAPH BY RUBÉN SALGADO ESCUDERO
Please be respectful of copyright. Unauthorized use is prohibited.
The brief
Costa Rica was looking to attract more visitors during the “green season” when it’s a little rainier but no less beautiful or friendly. Around that, Costa Rica wanted to unpack the cultural impact of the phrase pura vida – a common greeting and affirmation, but also a national attitude and deep philosophy.
PHOTOGRAPH BY RUBÉN SALGADO ESCUDERO
Please be respectful of copyright. Unauthorized use is prohibited.
Solution
In a hero video and social cuts, each National Geographic expert arrived in Costa Rica to experience pura vida in their own way.
Along the ride photographer Rubén Salgado Escudero and Explorer Dr. Christine Wilkinson enveloped themselves in Costa Rica’s carefully managed ecology, culture, traditions, and strong sense of community.
Custom content from the shoot showcases the diversity of experiences across the country and how each visit feels uniquely personal.
Hosted on NG.com, the campaign included a digital video article and image gallery, amplified across National Geographic’s social platforms Instagram, Facebook, and TikTok, with a 30” cut-down of the hero video also hosted on Disney+ UK.
Along the ride photographer Rubén Salgado Escudero and Explorer Dr. Christine Wilkinson enveloped themselves in Costa Rica’s carefully managed ecology, culture, traditions, and strong sense of community.
Custom content from the shoot showcases the diversity of experiences across the country and how each visit feels uniquely personal.
Hosted on NG.com, the campaign included a digital video article and image gallery, amplified across National Geographic’s social platforms Instagram, Facebook, and TikTok, with a 30” cut-down of the hero video also hosted on Disney+ UK.
PHOTOGRAPH BY RUBÉN SALGADO ESCUDERO
Please be respectful of copyright. Unauthorized use is prohibited.
Explore more
PHOTOGRAPH BY RUBÉN SALGADO ESCUDERO
Please be respectful of copyright. Unauthorized use is prohibited.
Get in touch
Interested in working with National Geographic? Please reach out to Nitu Kamboj at Nitu.Kamboj@natgeo.com
PHOTOGRAPH BY RUBÉN SALGADO ESCUDERO