Your home for Música Mexicana
Spotify partnered with the 2024 Houston Livestock Show and Rodeo to bring La Tierra de Texas to life.
A space honoring Tejano culture and Música Mexicana, La Tierra de Texas invited fans to the Houston Rodeo to celebrate its music through the subculture of Trokiando. In a surreal desert set, we partnered with a local car shop to design a custom made truck with hydraulics, lights and all the works, to promote our editorial playlist Rompiendo: Texas.
From out-of-home mural placements to car freshener giveaways, we created a unique and authentic activation to celebrate Mexican-American culture, pride and craftsmanship.
Role: Creative Direction / Spotify
Experiential, OOH, Art Direction, Marketing Partnerships, Content, Social
As seen in: For the Record, Billboard
PURO TROKIANDO
In Texas, a truck isn’t just a pick up, it’s a lifestyle. Trokiando isn’t only about showing off your truck, it’s about celebrating Mexican American culture, pride and craftsmanship.
