Full Social Launch Video
Pachuca Style Breakdown: model would rotate alongside the page scroll, callouts popping up along the way
Screen recording of the website
This website was a sustain effort for the o.l.c. campaign, which upon its original launch was set out to honor Latin women with “ojos. labios. cara.”a song and music video that celebrates the power of the eyes, lips and faces of the Latin Community. The music video was heavily inspired by the Pachuca movement, an era when Latin women wore makeup as a political statement. The site takes a moment to honor that history and educate others about a society of women that developed styles you couldn't ignore – bold wingtips, bright lips, and a maximalist look that spoke volumes. These looks were more than a makeup aesthetic – it was a visual representation of female struggle and rebellion against the patriarchy.
The look and feel of the site was inspired by historical resources, creating a rugged historical aesthetic combined with resilience and flair. Collage style imagery with bold outlined type allowed for us perpetuate the feeling of a bold, yet quiet resistance, while also bringing attention to key aspects of the movement.
Common Pachuca slang was displayed as a ticker
The images used on the site are archival images that were meticulously sourced by our Head of Creative Integration and DP for this shoot, Eric Robbins. He also happens to be an avid photo collector, archivist, and auction curator. Zoot Suiters and Pachuca images are actually extremely hard to find. Since it was all Los Angeles specific and there was a socio-economic aspect to the community, it ultimately led to a limited amount of photos being captured. Many of these images were considered to be lost and long forgotten over the years, so much that Dr. Ramirez had never seen them before. The collection that was put together, scanned and used for the project was donated to Dr. Ramirez as a gift to use as references for future publications
MADWELL TEAM
ECD, Mau Galván
ACD, Jen Beck
Design Lead, Eric Holton
Senior Copywriter, Charity Lombardo
Designer, Laura De La Cruz
Copywriter, Daniela Stephanou
Producer, Meg Ellis-Palmer
Producer, Pia Rizzo-Wittlin
Account Executive, Meredith Weber
ECD, Mau Galván
ACD, Jen Beck
Design Lead, Eric Holton
Senior Copywriter, Charity Lombardo
Designer, Laura De La Cruz
Copywriter, Daniela Stephanou
Producer, Meg Ellis-Palmer
Producer, Pia Rizzo-Wittlin
Account Executive, Meredith Weber
IN COLLABORATION WITH
Catherine S. Ramírez
WLabs, Tommy Wu, Ziva Shi, and team
Starfish Productions, Isaac LeFevre, Jenita Spirtovic
Catherine S. Ramírez
WLabs, Tommy Wu, Ziva Shi, and team
Starfish Productions, Isaac LeFevre, Jenita Spirtovic