TelevisaUnivision, 2023

The Film. Radical tells a deeply moving true story that highlights a widespread challenge: potential is everywhere, but opportunity is not. Following a teacher in the Mexican border town of Matamoros, who takes a radical approach to his overlooked and resigned students, Radical shows how the influence of a teacher combined with the power of a supportive school can unlock a child’s potential and even transform their life.

The Campaign. The Radical campaign created an opportunity to strengthen the work of the people and institutions leading the movement for educational equity while elevating the cultural conversation around the importance of creativity in schools.

Roles: Campaign lead, digital campaign strategist, lead copywriter, partnership manager

I led the digital marketing campaign for the film, which included crafting messaging and partnerships that connected the film’s themes to real-world educational initiatives. Developed storytelling assets featuring Eugenio Derbez, Eva Longoria, astronaut Kellie Gerardi, journalist Bianca Graulau and the 11 Radical Fund Grantees.

Results. Conversation around Radical took off on social media, driving over 1.8 million impressions, 2 million video views, and 47k total engagements. Along with the film’s strong critical reception, word of mouth around the film resulted in thousands of people engaging with the idea that a supportive school can unlock a child’s potential to transform lives.

Awards: Shorty Awards 2024, Finalist, Entertainment