KINGSTON, Jamaica — Young film-maker JP Williams is encouraging Jamaicans to see the island through a different lens, not simply as a tourist destination, but as a source of healing, reflection and renewal.

His latest short film, I Love Jamaica, produced by Archival Eight Studios, represents a six-year creative journey. The project serves as a visual meditation on the restorative power of Jamaica’s natural landscapes and the quiet strength embedded in its culture and people.

Filmed in 2020 during the height of the COVID-19 pandemic, the production captures an unusually still Jamaica. With global travel halted and attractions closed, Williams documented rivers, waterfalls and coastlines in their most undisturbed state, presenting an island stripped of crowds and commercial bustle. Featured locations include the Rio Grande, YS Falls, the Blue Lagoon, Bamboo Avenue, Pelican Bar and the cliffs of Negril.

Yet, according to Williams, the intention was never to create a tourism reel, but rather to foster a deeper emotional connection.

“When the pandemic hit it gave me this opportunity to really reflect on why I started using a camera,” Williams admitted. “It was always about capturing a moment that I thought was meaningful or worth preserving.”

He continued: “I realised that with the borders being closed, all the natural attractions would be closed and therefore empty. I figured this would be a perfect time to capture them in their true beauty.”

For Williams, the film also became a reaffirmation of his deep love for his homeland.

“I really am so happy that I was born in Jamaica. I have been blessed to travel to a few countries all over the world and there is nothing like Jamaica,” he said.

Rooted in patriotism, the film calls on Jamaicans to place greater value on their country and its natural resources.

“We are protecting our nation, we love our nation and we know that it is very valuable. That’s what I Love Jamaica means,” Williams explained.

The creation process itself was unconventional.

Williams revealed that the film was not initially planned as a structured project.

“I wasn’t planning on making this a film. I didn’t even write a script. We just went out and shot the footage,” Williams admitted.

“When I assembled it, I realised that it could be something bigger. That’s when I reached out to Natasha Griffith, who is a writer, and asked her to write a script for the video.”

He acknowledged that the approach drew skepticism, as scripts are traditionally written before filming begins.

“That’s kinda my style, I am an unorthodox director. I like to push the boundaries and I like to try new things. That’s how my mind works,” he said.

Beyond the scenic visuals, Williams hopes the film leaves audiences with a deeper message of perseverance and positivity. He believes Jamaica’s natural environment offers not only beauty, but healing.

“Cherish the rivers, cherish the beaches. Spend time there and let it heal you. God provided this to us and it’s for us to use. So many countries in the world right now are suffering from snow storms, war and we are living in peaceful Jamaica, for the most part. So let us lead with love, follow our heart and protect Jamaica,” he urged.

Williams also believes there is a growing appetite for authentic Jamaican storytelling.

“Jamaicans are craving more locally-produced films that truly reflect their identity,” he expressed. “It is now a challenge to make sure it is translatable, as we know the patois can be very thick at times and that might be difficult for foreign audiences to understand.”

With I Love Jamaica, Williams is hoping to bridge that gap, telling a deeply Jamaican story while allowing its themes of healing, gratitude and resilience to resonate far beyond the island’s shores.