For the Hispanic Heritage Month campaign, the brand aimed to join the celebration of the Hispanic community in the United States.

The brief aimed to create a piece that would honor the identity of Hispanics in all their complexity due to the great diversity encompassed by the concept of "Hispanic".

Trying to encompass the whole of hispanics, we moved away from country-specific elements.

We decided to take advantage of all the possibilities of cinematic language to make a film that could capture the nuances and subtleties of the Heritage of such and important community to American society.

The celebration of Hispanic Heritage Month was stablished to recognize and celebrate the American population with origin in 21 different countries such as Mexico, Spain, Argentina, Colombia, Guatemala and Ecuador.

With such diversity of countries, representing their identity accurately is very difficult as not every hispanic will resonate to the same elements.

Some hispanics feel mexican themes are frequently mistaken as Hispanic instead of Mexico-specific.

More than two-thirds of young Hispanics were born in the United States. However, according to their own words, they feel “too Latino to be American, and too American to be Latino”.

In the film, we aim to capture the story of a Hispanic family in the United States, with all its diversity and complexity, showcasing various common elements that surround us while avoiding stereotypes. The narrative encapsulates the impossibility of defining such a broad concept as our Heritage.

The film broke the record for engagement in the brand's history and also received a historic positive sentiment of 99.9%. Several online communities shared the video, thanks to which we exceeded our reach goals in less than two weeks. The Hispanic community celebrated that the script represented so poetically and faithfully that even though it is impossible to define our heritage with words, we all share its importance.