The ninth annual iHeartRadio Fiesta Latina festival, presented by JUVÉDERM Collection of Fillers, celebrated Hispanic Heritage Month through a vibrant showcase of Latin music and culture. This partnership was especially significant for the brand, as bilingual and bicultural Hispanic audiences had become a key focus across Allergan’s portfolio.
For the campaign, we designed and produced a series of Jumbotron spots along with supporting social content to promote the event across multiple channels. I led the project alongside my copywriter partner, developing the overall look and feel of the campaign from concept through execution.
The creative direction was designed to feel tropical, energetic, and celebratory while still maintaining a strong connection to the JUVÉDERM brand identity. For the Jumbotron content, we intentionally incorporated both English and Spanish supers to create a more authentic and relatable experience for the Fiesta Latina audience and strengthen engagement with the community.
JUVÉDERM launched a sweepstakes campaign giving patients the opportunity to win a weekend trip to Miami to attend the iHeartRadio Fiesta Latina festival. To build awareness and excitement around the event, we developed a three-phase social campaign that included teaser, announcement, and reminder posts across the brand’s social channels.
These assets helped generate anticipation among JUVÉDERM patients and followers while driving engagement with the sweepstakes experience. To better connect with our target audience, we also created fully translated Spanish versions of each post, ensuring the campaign felt inclusive, culturally relevant, and accessible to bilingual and bicultural audiences.
Agency: FCB Chicago
Role: Associate Art Director
Creative Director: Lauren Lenart
Copywriter: Ruth Brandt