Latinos don’t just adopt American traditions. We make them ours. Take fall for example: Pumpkin spice meets pan dulce. Halloween meets Día de los Muertos.

So we wanted to show a Latino family we don’t usually see in advertising: goths.

There was some hesitation. Would people get it? Were Latino goths even a thing? But that was exactly why I wanted to push it. Representation gets more interesting when we stop trying to make every Latino instantly recognizable as “Latino.” The more specific we got, the more real the family felt.

We brought in Stephanie Beatriz and built the comedy around a simple Walmart truth: with half a billion products, there’s something for everyone. Even three goths determined not to fall for fall.

prev / next