When Miller Lite wanted to reach Latinxs in key markets, it reached out to Remezcla for a one-of-a-kind experience. Building on its Conciertos Originales concert series, Remezcla commissioned local illustrators to create a modern Latinx take on classic concert poster art – something missing in the Latinx space to begin with. We spotlighted Ivy Queen, Los Tucanes de Tijuana and De La Ghetto.
As the editorial lead on this project, I commissioned and edited a written piece that explained why these posters were so special, all while ensuring that it equally represented both Miller Lite and Remezcla. Additionally, I went over the video copy for accuracy.
The social media campaign, which was built off the editorial piece, ended up being a success, generating 63M+ impressions across Instagram and Facebook.