Biden For President - Senior Media Latinx Producer

With a whopping investment of $125 million to its Latino Voter Program, The Biden-Harris Latino Paid Media program invested in creating culturally transparent program in both English and Spanish. We specifically targeted ads for the audiences tailored to. We used three different accents to reach our audiences: Cuban, Mexican, and Puerto Rican. We went a step further and targeted the ads to specific markets in order to fine-tune our messaging, outreach and mobilization.

Testimonials

I had the opportunity and privilege to connect with Latino folks who had been directly impacted by Trump’s lack of leadership in handling the pandemic. My role as Senior Producer was to lead in connecting with pretty amazing people in amplifying their story and highlighting voices that are rarely showcased in the spotlight.

One of our final and most compelling testimonials was centered around Lidia, a first time voter in Phoenix, Arizona who suffered from Trump's promotion of Hydroxychloroquine as a proven treatment for COVID-19 and caused her Lupus to become active.

The ad launched on TV and digitally across Arizona.

Father Rodriguez has been helping the puerto rican community since hurricane maria struck the island. He stepped in when the federal government failed to act and help it's citizens.

The ad launched on tv and digitally in Florida.

Digital & TV Ads

My mighty and small team produced on average about 3-5 TV/Digital ads a week. This meant that we created all creative strategy and content in-house. Our workflow adapted to the needs that the Latino leadership voiced. Creating a :30 or :60 script from scratch and revising, sending it through the campaign approval process, booking VO talent, visually sourcing footage from either directly from campaign footage or our visual partners: Getty, Film Supply, and AP Images.

Typical workflow of Production might of looked a bit like this: directing VO talent, managing & communicating w/ editors from rough first draft to the polishing stage, sending final version to sound-mixing, pushing the ad through the final campaign approvals process, QC on the finalized assets and making sure the project's asset tracker document was ready for our paid media buyers to ship to markets. All work was done remotely and during a pandemic

Our first national commercial for the Latino Paid Media team.

Launched post-RNC for our Southwest/Adults 28+ market. Using Bad Bunny's "Pero Ya No" not only showed that we were meeting voters where they were, but it also created organic hype for Joe Biden all over Twitter & Tik Tok . Which lead to an uptick on site visits to Joe Biden's Latino Agenda.

*It was one of our highest viewed videos on YT (almost 720k) and most-shared on social platforms and communities.

Our goal was to show Kamala's history of being "an ally" to the Latinx community . we created a youthful and inspirational creative approach. To our surprise, the ad made its debut on. "Despierta America" (a spanish morning talk show in Univision) on the morning of the Vice-Presidential debate!

Launched for TV in all of our battleground markets and digitally on YT and Hulu TV.

Radio Spots

Wrote the script and directed VO talent and also edited spot for the radio waves in the Southwest.

Co-wrote the script along with producing the spot for specific Puerto rican targeted markets in FL & PA.

Digital Ads

Each :30/:60 ad had a short-form :06 digital bumpers that would run on FB and Youtube in our targeted battleground states. These constantly proved very effective for our Latino outreach because each week they kept out-performing the general paid media :06 bumpers in VCR and kept meeting our voters where they were.

Digital Static Ads

These ads were used throughout the web to engage our Spanish audience and our creative assets for our website takeovers for Mitú, Univision, Telemundo, and El País.

More TV ADS!

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