All Inclusive: Fernanda Tornell on the Cultural Fluency Needed to Avoid Clichés and Stereotypes
Representing top-notch award-winning directors, ALTERED.LA understands that client growth depends on authentically engaging the ever-growing U.S. Hispanic market—now with a GDP surpassing $3.6 trillion. To do it right, the production company believes Hispanic representation both in front of and behind the camera is essential.
For this series with LBB, ALTERED.LA is speaking to representatives from the biggest agencies in the industry to see what they too are doing to advocate for more authentic bicultural storytelling, how this will grant the next generation of Hispanic talent a foot in the door and why this will result in greater Latin representation within the general US market overall.
In this edition of All Inclusive, LBB speaks to Fernanda Tornell, junior producer at Casanova//McCann. Starting out as a production assistant for the Californian agency, Fernanda has spent the last few years fine tuning her dexterous and detailed production capabilities. In her current role she manages the agency's in-house studio, S2DO productions, which includes photo, video, audio, design and animation. Working with the team in this position has helped Fernanda garner rich insights into dynamic creative that combine "excellency in craft and multicultural expertise".
Talking with LBB's April Summers, Fernanda touches on the ways in which the agency is helping brands shift their mindset, platforming real voices, and steering brands away from clichés and stereotypes.
LBB> Casanova//McCann has built a reputation for creating powerful campaigns targeting Hispanic audiences. Can you tell me a bit about how you ensure that your projects authentically represent the diversity of the Hispanic community, both in front of and behind the camera?
Fernanda> Authentic representation is the foundation, and one of the most important parts, of the work we do at Casanova. Beyond our strategic process, I believe it starts organically with who is in the room creating these campaigns. From strategy to creative to production, our teams are inclusive of the very voices we are speaking to. This gives us the cultural fluency to avoid clichés or stereotypes.
LBB> How do you see bicultural storytelling evolving in advertising? What steps is Casanova//McCann taking to make sure that campaigns resonate not only with Hispanic audiences but also with the broader, general market?
Fernanda> My hope is that bicultural storytelling continues to grow and eventually becomes the norm across all markets. The reality is that while bicultural campaigns are rooted in cultural nuances, at their core they are human stories, and human stories are universal. At Casanova we ultimately focus on creating work that feels real to our target but can be felt by anyone.
LBB> What do you believe needs to change within advertising agencies to foster more opportunities for Hispanic talent, both in terms of creative roles and leadership positions?
Fernanda> I’ve only been in the industry a few years, but I feel fortunate to have started my career at an agency where many creative and leadership roles are made up of Hispanic professionals – and, if I may add, where women are the majority. I honestly do not see this challenge in our workspace. If anything, I am inspired every day by the diverse group I work with and aspire to learn from them as much as possible. With that said, I do believe all agencies should recognise Hispanic talent for what we are. We can lead, create, and show up for any role we are in, but of course always with a little extra spice!
LBB> What are some of the challenges you face when advocating for more Latin representation in advertising, and how do you think the industry can overcome these obstacles?
Fernanda> One of the challenges we face is to help brands shift their mindset, to stop seeing the Hispanic market as an add-on or optional. The truth is that we should be a major part of their core strategy because we represent a huge part of this country.
LBB> Social media has become a powerful tool for bicultural creators to express identity, build community and challenge traditional narratives. From your perspective as a producer, how do you see social platforms shaping the way Hispanic stories are told – and how can agencies and production teams better tap into that energy to support emerging talent and more authentic representation?
Fernanda> Social media feels way more real now, less polished. Creators are sharing their experiences in ways that feel personal and unapologetic, and that’s what makes it powerful – telling honest stories that people truly connect with. I think agencies should support that energy and give creators the freedom to follow their own unique creative process.
LBB> Looking ahead, how do you see the increased focus on Hispanic audiences influencing the future of advertising in the US? What role do you think agencies like Casanova//McCann play in shaping a more inclusive and representative advertising landscape?
Fernanda> I am excited for what is to come for the Hispanic market. We are driving culture in every aspect, music, fashion, food, film – we are everywhere. The increased focus on Hispanic audiences means there is so much more opportunity to create work that is relatable and bold. Even more so considering everything going on politically. The more we show up and make noise for our community by pushing real stories, the more we shift towards a positive narrative surrounding our community. The advertising industry has a huge impact in shifting narratives and building empathy – I believe both brands and agencies should embrace it.
