Somos Nueva York

Each year from September 15th through October 15th, we celebrate Latin Heritage Month. For Loisa, a young CPG brand building the modern destination for Latin cooking, this moment is an opportunity to lead conversation around Latin food and culture. In 2023,

I designed and executed an integrated Latin Heritage Month campaign, activating both online and IRL. Somos Nueva York was a month-long celebration a month-long celebration of the incredible and integral contributions of the Latin community to the food, culture, history, and fabric of New York City. The campaign included local live events with iconic NYC kitchens like Win Son Bakery and DIG, a social campaign partnering with influencers like Jaina Lee Ortiz and brands like Omsom, a merch collaboration with Dominican-American artist Lucia Hierro, and Loisa's first ever out-of-home advertisements featuring photography from local Puerto Rican non-profit The Loisaida Center.