Prime Video celebrated Hispanic Heritage Month by highlighting our year-round commitment to Latino voices and representation. The campaign strategy remained uplifting, countering negative narratives by authentically showcasing Latino stories and talent. Messaging and design emphasized cultural pride, achievement, diversity, and forward-looking growth. Bilingual copy spoke directly to our core audience while remaining accessible to non-Spanish speakers.

I explored multiple creative directions before presenting and refining our final campaign position. I partnered with agency Refinery to develop the campaign style guide and produce final deliverables. The campaign ran across owned and operated platforms, including in-app, email, and social.

Created at Prime Video

Role: Creative Direction

Crafted with cultura

We honor the craftsmanship of storytelling through papel picado, where simple elements are transformed into powerful narratives. Our design language blends the delicate intricacy of traditional paper cutting with contemporary content. This approach invites viewers to feel both the pride of artistic heritage and the excitement of modern creativity reflected in each thoughtfully crafted piece.