SIEMPRE FAMILIA

Co-led the creative direction and cultural framework for an end-to-end partnership with Nike, collaborating with Mexican and Indigenous creators. The work was grounded in authorship and lived experience, positioning community as the foundation—not an aesthetic layer.

Challenge

To tell an authentic Mexican story with global resonance by translating Mictlán—an Indigenous cosmology rarely represented in contemporary brand work—into a intentional, modern narrative.

Solution

We shaped a co-creation model that centered creators as authors, ensuring stories were told in their own voices rather than interpreted through a brand lens. The campaign moved beyond performative cultural clichés, reflecting the full spectrum of Latinx and Indigenous identity while establishing a meaningful relationship with a expansive audience.

Through immersive design and regenerative storytelling, the story prioritized connection between past, present, and future while honoring craft and innovation.