Barbacoa, a cultural extension of the Everyday Hero campaign, allowed Erleada to authentically connect with Hispanic American audiences through a dynamic production and photoshoot. As the Creative Director, I led the effort in Bogotá, Colombia, crafting a creative vision that ensured the locations, storytelling, and aesthetics reflected the familiar essence of life in the U.S., despite being shot abroad.
Collaborating with an award-winning production house, renowned directors, cinematographers, and sound designers, I oversaw the campaign from pre-production to post. Thoughtfully integrated culturally resonant music enhanced both authenticity and emotional impact, ensuring the campaign met the highest standards for broadcast television.
Visually, the campaign centered on themes of family, resilience, and community... core values for the target audience, seamlessly blending cultural specificity without relying on clichés.
