Hulu Hispanic Heritage Month

Hulu wanted to build deeper brand affinity and strengthen connections with their Hispanic and Latinx audience, so they tapped us to create a brand identity package for Hispanic Heritage Month.

The challenge—how do you speak to an audience as diverse and undefinable as the Hispanic and Latin American audience in the United States? Too often, we see campaigns that lean too heavily into stereotypes—for example, using Indigenous American or Mexican culture as the default visual language for Hispanic Heritage. We chose to envision this campaign through one artist’s POV instead. We partnered with LA artist Sebastian Curi—known for his distinctive hand illustrations—to create a fun and impactful package that was scalable for use by Disney-owned properties (FX, ABC, Disney, Hulu, Freeform).

Client: Hulu
Creative Director: Hung Le
Executive Producer: Ricardo Roberts
Producer: Alisha Kramer
Art Director: Hung Le
Illustration: Sebastian Curi
Design: Andrea Gendusa, Catalina Rodriguez, Jesus Suarez,
Ana Criado Zahonero, Allyson Schuman
2D Animators & Compositors: Allyson Schuman, Alejandro Imondi, Lirio Ramirez, Catalina Rodriguez, Dustin Scott

Branding + Motion Assets