“ojos. labios. cara.” (eyes. lips. face.) is a celebration to the rainbow of women of the Latin community and diaspora. There’s power in your ojos, your labios, your cara. they aren’t just features. Your eyes tell your story. Your lips speak your convictions. Your face represents your Latin heritage. It’s so much deeper than beauty, there’s strength and power in your ojos, labios y cara.
Role
Art Director
Client
e.l.f Cosmetics
Manuel
In 2023 e.l.f. collaborated with Colombian superstar Manuel Turizo to produce an authentic love letter to the amazing power of the ojos, labios y caras of the Latin Community.
It quickly became his biggest solo hit of 2023 racking up over 14 million views on Youtube and the track has established itself in the top 1% of streamed tracks - globally.
Not only was the musical excellence loved by many but the representation presented in the cast and behind the scene talent warmed the hearts of many showcasing the importance of inclusivity.
Inclusivity was important to me throughout the creative process.
Being of afro-indigenous roots myself, it was very important to me to showcase the vast history of of all Latinas and our unique beauty and resilience. From casting notes to the importance of hair and makeup education for darker skin tones and curly hair- I made it a goal to showcase under represented in this beautiful piece of poetry.
The bold makeup & styling in the music video honors the 1940’s Pachuca style, and all the Mexican American women who rebelled against what society expected them to look like.
We re-envisioned this to imagine the look of today’s rich Latin diaspora featuring women of all skin tones and hair textures.
Racking in over 300 Million cross platform views in just a single month.
The song was also featured on multiple popular Latin playlists across Spotify, including 20x New Music Friday playlists across 16 countries and 21x editorial playlists. The song hit #1 in the following categories:
Pop Latin Hit
Top Latin Mix
Top Latin Banger
Latino Vibe Mix
And the Latin community truly told us they feel truly seen.
With laser focused attention to detail (down to the tiles we referenced for the video’s dancehall interior), we stayed true to the era, the culture, and the history. And most importantly, we ensured that there was Latin representation at every step of the process, both in front of and behind the camera.
