GetYourGuide’s new short films show Justin Jefferson and Kyle Kuzma exploring Europe

Quality Meats crafted the campaign, which takes a novel look at travel through offseason athletes

Published On
Jul 08, 2024

Editor's Pick

GetYourGuide, the travel activity brand, is looking at the unforgettable nature of travel experiences through an interesting lens—professional athletes taking trips to Europe during the offseason.

A pair of short films feature Minnesota Vikings star Justin Jefferson visiting Rome with his family and Washington Wizards basketball player Kyle Kuzma traveling in France with his girlfriend, model Winnie Harlow. Both athletes are GetYourGuide investors, and the films are well crafted by award-winning documentarian Floyd Russ through Partizan Films.

There is something quite compelling about seeing these stars—who are presumably more worldly than most of us—appearing awestruck by many aspects of their trips.


The goal is to build brand awareness among “explorers” in the U.S.—consumers who have a desire to truly experience and engage with the places they visit and the people they meet. The campaign includes 30- and 15-second spots running on CTV/streaming platforms in addition to social, digital and PR activations.

“We wanted to showcase the unique experiences GetYourGuide has to offer but through the lens of famous athletes that we’re used to seeing in a certain light,” said Brian Siedband, co-founder and chief creative officer at Quality Meats. “When you take them out of that context, and see them out of their comfort zones like we all are when we travel, that’s where things get interesting.”

“It was truly special to film with such great talent in unique locations, capturing the experiences, the flavors and the local energy,” added Russ. “The stories are a whirlwind of fun with everything experienced in real time. There are no performances in these spots—everything was shot exactly as it unfolded.”

Popular Creativity stories from Ad Age:

Sign up for our daily Creativity newsletter to see the best stories of the day.


Jul 08, 2024
Client :
Agency :
Quality Meats
Director :
Floyd Russ
Production Company :
Partizan Films

Need a credit fix? Contact the Creativity Editors

Project Type