National Geographic - Hispanic Heritage Month
To celebrate Hispanic and Latin American Heritage Month, National Geographic set out to spotlight two explorers—geothermal scientist Andrés Ruzo and visual storyteller Sofia Jaramillo—and how their lived experiences shape their work. The creative challenge? Tell nuanced, personal stories that reflect their layered identities while connecting to a global mission.
We pitched 10 concepts, and Mi Tierra was chosen as the narrative throughline. Rooted in the Spanish word tierra—meaning land, Earth, or homeland—we developed and directed two short films exploring how heritage, identity, and purpose intersect.
Sofia’s film traces her upbringing in a mixed-race household in Idaho and her journey toward embracing her Colombian roots. That path led her to advocate for BIPOC inclusivity in outdoor spaces. For her, tierra means belonging—and the belief that nature should be accessible to all.
Andrés’ story begins with tales of a mythical river in the Amazon and leads to his work blending indigenous wisdom with geothermal science. His tierra connects personal heritage to clean energy solutions worldwide.
The Mi Tierra campaign allowed Nat Geo to reframe heritage as a global force for good. It won a Gold GEMA Award for Social Good Campaigns—and helped foster a more inclusive, borderless understanding of identity, land, and belonging.
Y eso nos encantó.
To celebrate Hispanic and Latin American Heritage Month, National Geographic set out to spotlight two explorers—geothermal scientist Andrés Ruzo and visual storyteller Sofia Jaramillo—and how their lived experiences shape their work. The creative challenge? Tell nuanced, personal stories that reflect their layered identities while connecting to a global mission.
We pitched 10 concepts, and Mi Tierra was chosen as the narrative throughline. Rooted in the Spanish word tierra—meaning land, Earth, or homeland—we developed and directed two short films exploring how heritage, identity, and purpose intersect.
Sofia’s film traces her upbringing in a mixed-race household in Idaho and her journey toward embracing her Colombian roots. That path led her to advocate for BIPOC inclusivity in outdoor spaces. For her, tierra means belonging—and the belief that nature should be accessible to all.
Andrés’ story begins with tales of a mythical river in the Amazon and leads to his work blending indigenous wisdom with geothermal science. His tierra connects personal heritage to clean energy solutions worldwide.
The Mi Tierra campaign allowed Nat Geo to reframe heritage as a global force for good. It won a Gold GEMA Award for Social Good Campaigns—and helped foster a more inclusive, borderless understanding of identity, land, and belonging.
Y eso nos encantó.
To celebrate Hispanic and Latin American Heritage Month, National Geographic set out to spotlight two explorers—geothermal scientist Andrés Ruzo and visual storyteller Sofia Jaramillo—and how their lived experiences shape their work. The creative challenge? Tell nuanced, personal stories that reflect their layered identities while connecting to a global mission.
We pitched 10 concepts, and Mi Tierra was chosen as the narrative throughline. Rooted in the Spanish word tierra—meaning land, Earth, or homeland—we developed and directed two short films exploring how heritage, identity, and purpose intersect.
Sofia’s film traces her upbringing in a mixed-race household in Idaho and her journey toward embracing her Colombian roots. That path led her to advocate for BIPOC inclusivity in outdoor spaces. For her, tierra means belonging—and the belief that nature should be accessible to all.
Andrés’ story begins with tales of a mythical river in the Amazon and leads to his work blending indigenous wisdom with geothermal science. His tierra connects personal heritage to clean energy solutions worldwide.
The Mi Tierra campaign allowed Nat Geo to reframe heritage as a global force for good. It won a Gold GEMA Award for Social Good Campaigns—and helped foster a more inclusive, borderless understanding of identity, land, and belonging.
Y eso nos encantó.
To celebrate Hispanic and Latin American Heritage Month, National Geographic set out to spotlight two explorers—geothermal scientist Andrés Ruzo and visual storyteller Sofia Jaramillo—and how their lived experiences shape their work. The creative challenge? Tell nuanced, personal stories that reflect their layered identities while connecting to a global mission.
We pitched 10 concepts, and Mi Tierra was chosen as the narrative throughline. Rooted in the Spanish word tierra—meaning land, Earth, or homeland—we developed and directed two short films exploring how heritage, identity, and purpose intersect.
Sofia’s film traces her upbringing in a mixed-race household in Idaho and her journey toward embracing her Colombian roots. That path led her to advocate for BIPOC inclusivity in outdoor spaces. For her, tierra means belonging—and the belief that nature should be accessible to all.
Andrés’ story begins with tales of a mythical river in the Amazon and leads to his work blending indigenous wisdom with geothermal science. His tierra connects personal heritage to clean energy solutions worldwide.
The Mi Tierra campaign allowed Nat Geo to reframe heritage as a global force for good. It won a Gold GEMA Award for Social Good Campaigns—and helped foster a more inclusive, borderless understanding of identity, land, and belonging.
Y eso nos encantó.
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Credits
Client
National Geographic
Creative Director
Hung Le
Executive Producer
Ricardo Roberts
Director
Fabian Marquez
Producer
Nicole Beyer
Editors
Gabriel Colón, Ole Colón
Assistant Editor
Sarah Park
2D Motion Graphics
Gabriel Colón, Ole Colón
Copy Writer
Fabian Marquez
Toolkitting
Gabriel Colón, Ole Colón, Sarah Park
Custom Music/Sound Design
Ambrose Yu
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