José Olmedo Carles Rojas: A food lover’s guide to Panamá
CONTENT & EDITORIAL
For this special chapter of Expedia’s ‘Local Lens’ series, we followed chef José Olmedo Carles Rojas and his filmmaker partner, Chevy Tyler, on a coast-to-coast journey across Panama, becoming the first episode to explore an entire country rather than a single neighborhood or district.
Created in partnership with Visit Panama, the story set out to showcase the country’s richness and encourage travelers to discover one of Central America’s hidden gems.
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Associate Creative Director
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Expedia, an Expedia Group brand in partnership with Visit Panama
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Executive Creative Director — Eden Keane
Film Director — Fernando Cattori
Photographer — Miriam Patience
“Panama is like a recipe, rich in tradition, history and flavor”
— José Olmedo Carles Rojas
‘Local Lens’ was an original content series conceived for Expedia, built around a simple idea. The best way to know a place is through the eyes of a talented local.
The hero YouTube film became the foundation for an interconnected content ecosystem, extending the story across Expedia Magazine, organic social, demand generation campaigns and platform-specific executions, including Apple and Netflix pause ads.
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Conceiving the idea and series format
Shaping the narrative and creative direction
Sourcing, briefing and directing talent on location
Researching places itinerary and experiences
Defining editorial tone, music and story
Adapting content across channels and audiences
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Creative concepts and series frameworks
Films, photography and editorial assets
Multi-platform content ecosystem
Final edits, audio and post-produced deliverables
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Content lives on Expedia Magazine, where audiences can explore and book the featured destinations and experiences through a ‘shop the show’ model that converts storytelling into measurable demand and booking uplift.
