This film was part of the same Univision sales initiative, translating the growing size and consumer influence of the U.S. Hispanic population into audience insight that advertisers could use.

For entertainment companies, the relevant question wasn't simply how many Hispanic consumers existed. It was how they engaged with movies: how frequently they attended, how quickly they saw new releases, who joined them and whether culturally attentive marketing affected the way they perceived a film.

I produced and directed the interviews, then built the edit around the behaviors most useful to that conversation.

The participants describe wanting to be impressed by the scale and artistry of a theatrical release, attending during the opening window and making moviegoing part of their relationships with family and friends. Their comments about Spanish-language trailers add another important dimension: audiences notice when a studio makes the effort to address them intentionally.

I edited the finished testimonial and created its motion-graphics package, turning several individual perspectives into one concise portrait of an active and commercially important moviegoing audience.

The film gave Univision's sales team something a chart could not: consumers explaining the value of the audience in their own words.