Latinx Heritage Month with Instagram

Techniques

Director & Agency

Instagram to showcase the musical talents of renowned Latinx stars Guaynaa, Mariah Angeliq, Elisama, Adriel Favela, Esteman Mateus & Melania Luisa Marte.

"Joyful rebellion. Cultural fluidity. Renewal. Somos Limitless. That’s it. That’s what we stand for."

Produced by Not To Scale NY and directed by mixed media supremo Kris Merc this dynamic spot conveys the vibrant message of ‘somos limitless’ a celebration of Latinx culture & heritage for LHHM.

To celebrate this special month Instagram teamed up with a handful of Latinx musicians who play to their own distinctive beat. The selected artists embrace multiculturalism by creating sounds that cross borders and allow listeners to hear what the world of Latin music is all about. Coupled with Kris directing makes it a wonderful celebration of all things Latinx.

The track was specially created by sought after Colombian producer Sky Rompiendo alongside Kris creating an exclusive music video for the hero edit and multiple smaller bites. Filmed at Pyramid Studios in Miami, the large industrial space was sought out to allow for maximum creative freedom when shooting the live action visuals.

Each artist gets their own section of the track but play off each other too in a cipher style sometime sharing the screen, sometime split screen in a visual feast of editing tricks. Glitches, 2D graphic, flourishes, saturated colour elevates the fiesta further.

Kris Merc

"I use mixed media to express an intersection of culture, place and emotion. It’s an organic, energised form of communication. Taking performance footage and layering it with the colours and textures of the artists’ world, Latinx imagery old and new, religious and street, delivers us a new image now burning with connections and emotion."

Celebrating & uplifting Latinx & Hispanic cultures is incredibly central to Kris’ work & he conveys the multifaceted stories through his contemporary visuals and directorial lens, creating aesthetically fluid & vibrant films that never digress to stereotypes or presumptions.

The collaboration of these artists performing in their own style…becomes this visceral, visual, musical, sensory celebration of the fluidity of Latinx culture – cultural fluidity is our superpower and we want to share it!