Soneva Fushi × 433: a resort campaign film that reached 25 million people

The brief

Soneva Fushi is one of the most celebrated resorts in the Maldives. The goal was to put it in front of 433's global football audience and position it as a place where players and their families come to rest, train and recover: world-class luxury with room for performance, without diluting what makes Soneva, Soneva.

What we made

Strategy and concept. We built a luxury × training × recovery narrative that made the island football-friendly without a single cliché, and that both brands could stand behind.

Content and production. A JOGO crew shot on Soneva Fushi: film and stills across football, lifestyle and the resort itself, in the calm, premium tone the brand demands. Everything in the campaign was made on the island; nothing was stock.

Two formats, one distribution plan. The campaign was cut into two formats built for 433's channels and distributed through the 433 network with brand-safe activation on both sides. Distribution was planned from day one, so the film landed in front of the audience instead of waiting to be found.

The results

More than 25 million views and 245,000 engagements across the campaign, and player and family booking enquiries generated directly from it.

Why it worked

• The concept respected both brands instead of forcing one onto the other.
• It was shot on the island, by a crew that understands how a luxury resort operates around its guests.
• Distribution was part of the creative, not an afterthought.

Credits. Client: Soneva Fushi. Partner: 433. Introduced by Palm Concierge. Strategy, creative direction, production and editing: JOGO Media, Malé.