THE REALITY CHECK.
The most successful anti tourism campaign in history.
Every March, Spring Breakers still come looking for trouble. But in 2025, Miami Beach flipped the script.
Knowing Gen Z lives for reality TV, we hijacked their screens with a juicy fake show: Spring Break: Reality Check. Five drama-hungry friends hit Miami Beach—only to get hit back with parking citations, beach curfews, and dry zones. The twist? The wildest part of the trip was the city’s new rules.
The trailer went nuclear—56.5 billion impressions. Locals cheered, TikTok wanted more episodes, and other cities tried to copy us (spoiler: didn’t work). Meanwhile, Miami Beach had its safest Spring Break in years. Crime dipped. Hotels soared.
Turns out, the real drama was… no drama at all.
VML
Client: MIAMI BEACH
New York Festivals Winner
