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create@francodubini.com

Direction: Franco Dubini
Actress: Cass Aragon , MX
Captured: Franco Dubini
Edited: Franco Dubini

Volaris

Hero Video Campaign

Volaris needed a hero film for their 2024 campaign. The brief was beautifully simple: “Viajar es para todos”. "Everyone deserves to travel".

The ambition was to show the many faces of Mexico.
Different landscapes, experiences, food, culture, and ways of travelling. So I travelled across the country, capturing as much of that diversity as possible.

But there was a challenge: how do you turn all these different places into one story, rather than a collection of beautiful shots?

What if the same character travelled through all of them? - I thought.

And that’s when the journey became a story — and the story, a dream coming true.

Concept · Script · Creative Direction · Directing · Pre-production ·
Location Planning · Production · Editing · Post-production

I developed the narrative, scripted and pre-produced the film, directed the actress across multiple locations in Mexico, and carried the project through to the final edit.

The Challenge

Bring Volaris’ “Viajar es para todos” — Everyone deserves to travel campaign to life in a way that felt emotional, distinctly Mexican and capable of showing the extraordinary diversity of travelling across the country.

The Idea

The Outcome

What if your birthday wish actually came true?

Starting from the Mexican tradition of la mordida, we enter the imagination of a woman whose wish is simple: to travel. What begins as an ordinary birthday slowly reveals itself as a dream, when she opens a suitcase filled with sand — and suddenly finds herself on a beach.

From there, one wish becomes a journey across Mexico.

The Approach

I designed the journey around the feeling of travel, not just the destinations: packing differently for every adventure, boarding the plane, arriving at hotels, exploring, journaling and stumbling into the unexpected.

We travelled across Mexico to contrast beaches, cities, nature, culture, history and different ways of experiencing the country. Extensive pre-production allowed us to capture this ambitious journey efficiently while keeping travel time and production costs under control.

Role & Contribution

A cinematic journey that transforms a campaign message into a personal, relatable story — presenting Mexico not as one destination, but as hundreds of possible experiences waiting behind a single wish.