In Your High Tech Hispanic Consumer, a group of enthusiastic early adopters discusses the devices, platforms and social networks woven into their everyday lives.
Their stories reveal technology as more than a collection of products. Smartphones, computers, social media and video calls help them express themselves, maintain friendships and remain connected to relatives across generations and distances.
This testimonial was created as a sales tool for Univision during a period of growing recognition of the economic influence of Hispanic consumers in the United States.
Following the release of the 2010 Census findings, Univision was helping companies understand why Latino audiences warranted a more significant share of their advertising budgets. The sales team needed more than demographic statistics; it needed material that could show prospective advertisers how members of that audience actually lived, communicated and made purchasing decisions.
I produced and directed the interviews, encouraging participants to describe their relationships with technology through specific personal experiences.
In the edit, I organized those answers around several connected ideas: enthusiasm for new products, frequent adoption of new devices, the central role of social media and the use of technology to sustain close family relationships.
I also created the motion-graphics package and shaped the interviews into a concise collective portrait that could accompany a live sales presentation.
The statistics established the market. The testimonials showed advertisers the people behind it.