Mi Gente, Mi Alegria ! Converse
︎2022 | Art Direction & Design
The "Mi Gente, Mi Alegria" campaign celebrates the shared joy of the Latin community. Pangea, a DJ collective and community, is heroed for building community through the infectious, joyous spirit manifested in music. Pangea brings us into their world on a rooftop party and shows us what “alegría” means to them.
📸 David Camarena | 🎥 Bawwse
The creative direction's priorities are to bring the “Mi Alegria” product story to life and capture the inspiration of music, art, food, traditions, fabric, and family. The campaign portrays the Latin community authentically and celebrates the diverse cultures within the Latin American diaspora through its nods to food and symbolic objects.
