Take a break and take a sweat in Miami

For years, Spring Break has been synonymous with excess. But culture moves fast, and so do its rituals.

This March, Estudio Fe partnered with VML and the City of Miami Beach to reframe the narrative with Take a Break and Take a Sweat, a campaign that reimagines Spring Break through movement, wellness and intentional energy.

Set against the iconic coastline of Miami Beach, the spot positions the city at the centre of a generational shift: from late-night chaos to sunrise discipline, from indulgence to balance, from spectatorship to participation. The new Spring Break isn’t about escape, it’s about elevation.

Directed by Jonny Zedd, the piece blends choreographed momentum with documentary immediacy, creating a visual language that feels both aspirational and culturally grounded. Director of Photography Miguel Bunster captures Miami’s architecture, light and athletic movement with kinetic precision, building a rhythm that mirrors the pulse of the city itself.

More than a tourism campaign, Take a Break and Take a Sweat taps into a broader global movement toward wellness-led travel and conscious celebration. It positions Miami Beach not just as a party destination, but as a place where culture, community and vitality intersect.

"At Estudio Fe, we believe the most resonant stories don’t follow culture, they participate in it. We’re grateful to every collaborator who trusted the creative ambition behind this vision."