How FUD’s Hispanic Heritage Film Depicts an Undefinable Cultural Essence

Created by Dentsu Creative México and produced by Landia, ‘Mi Esencia, My Heritage’ is a film for Mexican food brand FUD that celebrates the ubiquitous nature of Hispanic heritage. Through a series of cinematic snapshots, the spot brings its tagline to life: ‘Our heritage can’t be limited to a single description. It is lived.’

The film was commissioned by camera manufacturer SIGMA US for Hispanic Heritage Month and directed by OB42’s Alexis Gómez. Through its ethereal vignettes, each intimate moment, spontaneous conversation and shared space becomes an expression of a culture and lineage that transcends definition.

“The first idea that came to my heart was to create a narrative where the past experiences of our ancestors are blended with the experiences of future generations,” Alexis tells LBB. “A tradition that is created day by day with our  honest conversations, appreciating the beauty of what we find when we live in presence and stillness.”

He adds that the decision to explore a non-linear narrative, where timelines converge and harmonise to create a new story, was motivated by how he remembers his own experiences. “When I recall a memory, what stays with me the most is the emotional experience - not just the images or the characters, but the feeling they give. That is why we wanted to evoke an atmospheric sensation that evokes nostalgia and inspiration.” 

The director shares that his own “cultural essence” is expressed most notably through language. “I enjoy honouring the way we communicate, sometimes through the use of beautiful words, metaphors or songs, as well as the way that our rhythm and silence can share meaning.” He adds, “All these qualities of language create an identity that is manifested throughout generations. I celebrate that this film can share the kind of language that names our intangible feelings.”

The film, which shows slices of life including wedding portraits, children playing, sporting achievements and more, was shot in Colombia’s capital, Bogota. It was the director’s first time in the city, allowing him to approach the local culture in a memorable way. Once there, he worked with four different casting agencies to “bring out those eclectic skins and singular faces full of charisma representing the essence of Hispanic lineage.”

The collaboration continued beyond the casting process and throughout the production, becoming one of Alexis’ highlights of the project. “What fulfils me the most is to create in communion, the work we do requires a continuous meeting of ideas and great planning strategy,” he says, “Working with the Landia team, with Leo Calzoni (cinematographer) and Ximena Prieto (writer) was one of the most joyful moments of the process.”

The team also collaborated in post with Argentinian music and sound company BDS - a crew that was vital to the storytelling of the film, and which Alexis says he has a lot of admiration for. “The use of music was fundamental to guide us on the journey of sensations, rhythms, and the infinite memory of genres that encompass our essence,” he says. “Music communicates what cannot be expressed in words, and also helps to accentuate and enclose a narrative concept.”

Above: Alexis (right) on set

Whether it’s the rousing needle drop as the tagline appears, the cacophony during the MMA fight, or the more soothing, abstract soundtrack that accompanies the intimate glimpses of Hispanic culture, these contrasts - both sonic and visual - are what pull the piece together for Alexis.

“One of my favourite moments in the piece is the interplay between the energetic moments full of dynamism, rhythm and power, in conversation with the subtle vibration of a still moment,” he says. “Like the subtle movement of the ripples of water.”

This aspect stands out as his proudest part of a truly prideful project; an exploration of the contrasts between movement and stillness, loud and quiet, fast and slow. Through this, the director managed to effectively, and evocatively, communicate the intangible multitudes within an entire lineage of people.