Campaign National & LATAM | TV & Streaming | Social | Digital | Radio | In-Park Activations | Product | Food & Beverage
Whether it’s a shared laugh, a first ride, or a quiet moment together, Disney offers a place where families can turn everyday experiences into lifelong memories.
Leading this campaign was deeply personal for me, as a Latina who grew up immersed in the very culture we aimed to celebrate. It was an opportunity to bring my culture to life in a space that has always been about creating magic for families, including my own. Every campaign element was designed to resonate — from the visuals to the stories.
A great example is the hand-painted art in the traditional rótulos style, which became the campaign’s visual signature. This vibrant art form is a staple across México and South America, adorning walls, buildings, and signs in local businesses. There was no better artist to bring this vision to life than Rótulos Bautista, whose work speaks to the heart of the Hispanic experience.
From creating the first beloved ‘Celebration’ buttons in Spanish to adding accent marks to the iconic Mickey Ears, something as simple as highlighting language adds an extra dose of Pura Magia for our guests.
