What Mexicans Don't Say
(Lo Que Callamos Los Mexicanos)
Video Campaign / Grupo Modelo (2021)
Overview
This branded video campaign for Grupo Modelo was built around shared cultural codes of everyday Mexican life. It’s a mockumentary that uses humor and cultural recognition to create a connection with audiences.
My Role
Creative Direction, Scriptwriting & Content Strategy
Approach
This video was released on Mexican Independence Day. I chose the format of fake testimonials not only as a creative tool, but also as a content strategy to generate emotional recognition. Instead of focusing on big patriotic narratives, I pushed to show those little elements that are part of our cultural identity and humor. By talking about collective behaviors we created a stronger sense of identification.
Impact
This was one of the most successful video campaigns on our Facebook account. The video achieved a strong cultural resonance, accumulating 1.2M views, 35K reactions and 800 comments from viewers who felt personally identified by the situations portrayed.
Selected frames
