Black Madre Partners with GUT Miami on Doordash’s New Campaign

Black Madre, in collaboration with GUT Miami, produced the OOH (Out of House) elements for the new campaign for DoorDash, the leading food delivery platform in the United States. This national, multicultural initiative, titled “Hay DoorDash En La Casa,” aims to strengthen the emotional connection that food fosters between people and their cultural roots, celebrating Hispanic cuisine and showcasing how the platform can bring families together with dishes from their favourite local restaurants and stores, delivered right to their homes.

With the brief from GUT Miami and the essential collaboration of Superette, DoorDash’s in-house creative studio, in the creation of the OOH elements, Black Madre was also responsible for curating and selecting three Hispanic visual artists: Gina Rosas Moncada, a Colombian illustrator, engraver, and graphic designer; Caribay Benavides, a Venezuelan freelance illustrator; and Chelsy Escalona, a Cuban visual artist.

Following GUT Miami's brief, Black Madre took charge of curating these Hispanic artists with potential for the campaign. After a collaborative journey of co-creation, GUT selected these three visual artists to bring the campaign's story to life. Working closely with the artists, Black Madre provided guidance to ensure the illustrations authentically represented the culinary and cultural diversity of the Hispanic community.

Black Madre also collaborated with GUT Miami and Superette on casting research and development, carrying out detailed intercultural management work. “The integration between Black Madre, GUT Miami, and Superette was decisive for the campaign’s success. We worked closely from the start, researching profiles that genuinely represented the Hispanic community, and co-creating the concepts for each piece of art and character. Black Madre’s expertise with multicultural teams, combined with Superette's collaboration, ensured the artists' vision was respected while delivering a cohesive and impactful result,” says André Maciel, Black Madre's creative director.

The production company was responsible for the campaign’s digital key art, crafted in digital painting to give the artwork a contemporary and innovative style. This process fused technology with artistic expression, resulting in a unique visual identity that bridges culinary traditions with a bold, modern aesthetic. “The challenge was to capture each culture faithfully, blending different perspectives to tell this story,” says André.