Prime Video’s Hispanic Heritage Month campaign showcased our year-round commitment to Latino voices and representation. I translated the marketing strategy into a creative brief and positioning that celebrated Latino creativity, culture, and influence. I then led the visual direction, collaborated on messaging, and directed Refinery through creative development and production across Prime Video’s app, email, and social channels.

Client: Prime Video
Role: Creative Direction, Art Direction
Team: Prime Video Brand Creative
Agency Partner: Refinery
Year: 2025

Creative positioning

“Crafted with cultura”

Inspired by papel picado, the visual language celebrates the craft of storytelling by pairing the intricacy of traditional paper cutting with contemporary Prime Video content. The system connects artistic heritage with modern creativity, creating a campaign that feels both celebratory and culturally rooted. Bilingual copy speaks directly to Latino audiences while remaining accessible to non-Spanish speakers.