Cheetos Deja tu Huella Scholarship x Bad Bunny
Project Brief
In Latino culture, there is a phrase that embraces the action of pushing boundaries with your unique individuality: deja tu huella, which translates to “leave your mark” in English.
This past summer, Cheetos launched the Deja tu Huella Estudiante Fund to celebrate students who are leaving their mark on the world. The Estudiante Fund, in collaboration with famous reggaeton singer Bad Bunny, is rewarding 10 students who embody the Deja tu Huella spirit with $50,000 each to use towards their education.
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To win, participants simply needed to enter the #DejatuHuella TikTok Hashtag Challenge by submitting a :60 video that showed how they are leaving their mark on the community, the culture or the world.
My Role
My role was to design the necessary deliverables for the online event that announces the winners also design the winner kit items. Along with that, I art directed the video (produced by freelance editor Patrick Hammond) that' plays on the event and give directions on the design as well as animation in collaboration with my senior art director. I worked with the dream creative team at The Marketing Arm with amazing strategists, producers and account managers.
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Group Creative Director: Marina Cuesta
Creative Director: Matt Johnson
Associate Creative Director: Catherine Castor
Sr. Art Directors: Justin Lloyd and Jasper Dai
Sr. Copywriter: Caroline Brown
Jr. Art Director: Dunya Bulut
I worked on assets like the stage background, Photo Booth design including 4+ back patterns and 10+ stickers that can be used to decorate.
The video created by Patrick Hammond. My Sr. AD and I art directed the animation and the designs with the supervision of our ACD.
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Winner Kit
Designs
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