PROJECT LAUNCH: We were tasked with updating our corporate Hispanic Heritage month assets. Our existing campaign was old and dated and needed a huge facelift.
Our existing Hispanic Heritage was flat and dull and uninspired.
CONCEPT, ROUND 1: We initially presented some ideas incorporating "everyday" photos of people. But as we delved deeper, we realized that being a Latino was not a stereotype, and as such, there was no "defined" representation we should use in our photography.
Hispanic Heritage: Concept, round 1. NOTE: All photos shown are concept and FPO only and do not represent final choices or images used.
CONCEPT, ROUND 2: Discussions ensued with the client and with several employees as to which direction to go. The client was hoping maybe we could include famous/notable Latinos and their STEM contributions.
PROBLEM: Using photos of celebrities was costly and hard to get copyright clearances for. (No images shown for these concepts for copyright reasons). We then started asking ourselves and other employees - what is the experience we are looking for? What do we want as a takeaway.
CONCEPT, ROUND 3: We moved away from photography entirely, looking at how we could capture the spirit/the emotion of Hispanic Heritage in a unique way that would be relatable to all employees, while also strike pride in our Hispanic employees. We worked on an illustration that exuded pride and energy while also representing the various STEAM fields (Science, Technology, Education, Arts, and Math)
Final design - lots of energy and feeling without resorting to clichés and stereotypes.
