Tulum’s New Campaign Paints the Town Red Against the Caribbean Blue

The sun is just starting to dip behind the cenote when I notice the red. It's a splash of color against the deep blue water and the green foliage. The Faena Tulum campaign, which launched recently, has brought this red into the heart of the town, from the beach to the cenote and beyond.

Rafael Olarra, the creative director, wanted to move away from the typical beach destination imagery. The campaign, photographed by Pol Rodríguez, captures Tulum in layers, from the wide, luminous scenes on the beach to the intimate, sensory register of the cenote, and the spontaneity of the town's streets. This all comes together in a series of sophisticated, almost theatrical compositions that showcase the Faena Residences Tulum project as part of the same terrain as the town itself.

The color red, a recurring theme, serves as a connecting thread. It appears in fashion, objects, furniture, and small gestures, creating a very Faena tension between nature, sensuality, fantasy, and glamour. This campaign is a nod to the transformative spirit of the place, much like the red fire egg from the Faena Collaboratory installation.