Celebración de Culturas, 2023

Role: Oversaw the end-to-end collaboration with Mel DePaz for the 2023 Celebración de Culturas campaign.

I worked closely with our creative team to ensure alignment on the brief, and led the entire process through to launch. We activated with Mel and Salvies Who Lunch, a local non-profit, and activated a meet and greet during a pre-game Fan Fest, leading to a sold out collection and opening a pre-order due to demand. The collection was a 3-piece collection and the first foray into working with local talent for an authentic approach.

The campaign was shot by Las Fotos Project, integrating an additional community-centric aspect, ensuring an authentic approach to spotlighting local talent.

We also integrated a community aspect with a volunteer day and giving 10% back to the non-profit.