Overview

As a proud Latino, this project hit close to home. Working directly with Grammy-winner Luis Fonsi in his acting debut was epic, but the real blockbuster was behind the scenes. With 77% of funding from U.S. Latina entrepreneurs and 100% of senior creative roles filled by U.S. Latinos, Say A Little Prayer called out Hollywood’s blind spot for Latino talent and spending power— while delivering a realistic portrayal of Latinos on screen.

After the last guy butchered the socials, New Cadence called me in for backup ahead of their indie distribution deal with AMC and Caribbean Cinemas. They needed help fast, not despacito. In under three months, I drove a 909% IG reach boost and a 2,317% TikTok spike by taking full ownership strategy, themes, assets, copy, and account management. 

Straticially I looked to amplify Latino voices while still pulling in wider audiences who didn’t know they needed this rom-com.