Spotlight Dorado
Client:
McDonald's
Year:
2023
Spotlight Dorado was created to empower and amplify aspiring Hispanic voices across different industries, starting off with film. We’re not just here to open doors, but to champion the creativity, talent, and determination of Hispanic creators across the country.
Through this platform, McDonald’s is using its influence and scale to help advocate for Latino and Hispanic representation in film. Their goal is to provide these talented storytellers with the platform, financing, and distribution to produce their films, while receiving invaluable mentorship from renowned industry leaders to help bring their stories to life and advance their careers.
This campaign required development of unique social media assets and respective copy to promote the scholarship program throughout its announcement, application, and deadline stages. The copy and content were aimed at prospective scholarship applicants (young Gen Z students) and their parents, requiring a nuanced voice and tone to resonate with both audiences while still feeling authentic and relatable.
