A Latina Portrait Series
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A Latina Portrait Series ⋆
Mainstays collection
by Becky G & Alejandra
This campaign uniquely brought together two pillars of Walmart’s go-to-market strategy: cultural relevance and product discovery. Through a collaboration with Becky G and her mom Alejandra, we introduced a stylish, value-driven Mainstays collection with deep personal roots. Inspired by their own story of resilience and reinvention, the work aimed to reframe how we celebrate Latina milestones.
We created a portrait-driven campaign that honored Latina pioneers and the personal "firsts" often overlooked—first jobs, first moves, first collaborations—moments that shape lives but rarely make it into photo frames. This project celebrated not just product, but purpose: empowering Latinas to define success on their own terms.
Production Company: Harbor / Native Content
Director: Camila Cornelsen
Animation Studio: Lobo
Role: Senior Art Director
Team: Ricky Vior (ECD), Aldo Gonzalez (CD), Gabi Diaz (SCW), Chris Parke (EP)
Client: Walmart
Agency: Dept W Publicis, The Community
To bring these milestone stories to life, we built a storytelling structure that begins in live action—grounding us in the present moment, then transitions into animation as each Latina reflects on her journey.
We partnered with LOBO, an incredible animation studio based in Brazil, to craft a unique visual world for each woman. No two animation styles were alike—each one tailored to match the personality and story of the storyteller.
The process was deeply collaborative: from rounds of character design to building animatics, testing textures, and perfecting transitions. Every detail mattered.
