Uplifting Untold Latino Stories
Background
The Smithsonian’s mission is to keep history alive while inspiring us to envision a shared future through the preservation of history and the stories it holds. The Museum of the American Latino is a vital step in telling America’s full story through the voices of those who helped shape it.
The client asked for an impactful video campaign to ignite corporate support for building the museum in Washington DC’s Mall and rally pledges from Latinos across the U.S. to help create a space that highlights that Latino history is American history. To achieve this, we carefully considered what the message was—what would not only spark people’s interest but also inspire them to get involved and become part of the story. It needed more than a strong concept—it had to touch people’s hearts.
There is Power in Unity
The campaign highlights unity as the foundation of Latinos’ collective journey, as well as their resilience and contributions that have shaped the history and culture of the United States.
Through extensive research, we uncovered eye-opening facts that showcase the vital role that Latinos played in building our nation—from driving the economy, to fighting for freedom, to raising up their voices in demanding justice, to influencing the cultural fabric of the nation.
To bring these themes to life, we found the most powerful storytellers to get the message across. We interviewed Latino icons like Lin-Manuel Miranda, Eva Longoria and Emilio Estefan, alongside inspiring pioneers such as Sylvia Mendez, who ignited the first U.S. school desegregation case (Mendez v. Westminster), and Consuelo Castillo Kickbusch, who became the highest-ranking Hispanic woman in the U.S. Army Combat Support Field.
With thoughtful research and a collaborative process, we crafted interviews that would tell these stories while delivering inspiring quotes that would ignite people’s drive to support the Smithsonian’s National Museum of the American Latino. Paired with the stunning visuals brought to life through our partnership with 10×10 Studios, the campaign is a testament to the power of storytelling—fostering a shared vision of pride, legacy and a more united future.
Results
The video campaign is now live, raising awareness and support for the Smithsonian’s Museum of the American Latino. Support the museum’s mission today at latino.si.edu/membership.
With this work, we distilled a powerful message in a visually compelling way. As our client put it: “The video looks spectacular. I love the creative direction, graphics, and messaging”.
By capturing all these stories of Latino contributions to U.S. history, we created a campaign that not only educates, but also hopes to unite all Americans – by humanizing Latinos and showcasing their pivotal role in moving our country forward.
