Hulu
-
Cultura Sin Límites

Inclusive spotlights can easily repel audiences they’re designed to celebrate. To help Hulu avoid this trap, we steered them away from visual cliches and cultural missteps
‍
Hispanic and Latin American culture isn’t a monolith. A broad design sensibility that accurately represents their many subcultures doesn’t exist. Sugar skull masks weren’t going to cut it.‍
‍
So, we went in the opposite direction and got very specific.
‍
We developed the concept of seeing this undefined culture through a singular point of view. We brought on Argentinian artist Sebastian Curi because he fits that profile perfectly. His unique hand illustrations are instantly recognizable as his own unique expression. Yet at the same time, hands are all-inclusive by nature so it all came together seamlessly.
Inclusive spotlights can easily repel audiences they’re designed to celebrate. To help Hulu avoid this trap, we steered them away from visual cliches and cultural missteps
‍
Hispanic and Latin American culture isn’t a monolith. A broad design sensibility that accurately represents their many subcultures doesn’t exist. Sugar skull masks weren’t going to cut it.‍
‍
So, we went in the opposite direction and got very specific.
‍
We developed the concept of seeing this undefined culture through a singular point of view. We brought on Argentinian artist Sebastian Curi because he fits that profile perfectly. His unique hand illustrations are instantly recognizable as his own unique expression. Yet at the same time, hands are all-inclusive by nature so it all came together seamlessly.

Our Role

Concepting, illustration, design, 2d animation, toolkit

Timeline

8 weeks

BTS Reel

Credits

No items found.

View this post on Instagram

A post shared by Hulu (@hulu)

No items found.

One voice for All

In Sebastian's words, “We Latinos put people at the center. My hands are a way to create a body of work that feels universal. These are labor hands, hands that make, hands that are working.”

Our diverse, well-rounded team brought Sebastian’s singular style to life.

In 8 weeks, we shipped a robust visual toolkit that included animated IDs, end tags, lockups, interstitials, and much more. We worked smart, building a set of core elements that were scalable and could be easily repurposed. We even included a clear how-to guide for all the Disney teams to iterate using our project files.

The creative made an impact. While we were initially contracted by Hulu, our work was leveraged across the network of Disney brands, including FX, ABC, Freeform, and more. Hulu’s campaign generated over 32,000 engagements, a 14% increase from the previous year’s HLHM celebration.

ABC News even interviewed Sebastian to showcase and celebrate his unique artwork. And our graphics were featured in articles about how the media was covering HLHM, including a prominent highlight in Adweek.

We believe that BIEN’s inclusive approach to design contributed to that success. By actually celebrating the culture authentically, we made a campaign that hit with the audience.

BTS Reel

No items found.

Explorations

We explored many unique different concepts before going with Hands. The challenge is always to be aware of the cultural stereotypes while recognizing the power of identity. What distinguishes Hispanic and Latinos in America from other groups? If everyone is undefinable, then no one is. Looking for that specific mood / tone that is both broad and nuanced is the holy grail of Heritage Month visual concepting.

No items found.