As the Lead Designer for this Latin X culture campaign (created in conjunction with "In the Heights"), I set the visual direction to resonate with the movie's aesthetic while complementing HBO Max's brand color palette. A custom color palette infused the mural wall art with energy—embodying the essence of food, music, stories, and dance movement. I evolved the hero from a single title to three, which gave marketing the ability to promote more content to customers. The gallery below shows the 360 campaign work, including large tiles, the theme tray, the logo (created by our jr. designer), and the spotlight section. The campaign captured the diversity and vitality of Latin X culture, generating excitement and anticipation among audiences. The result: a 36% increase in viewership for "In the Heights," with positive feedback from the editorial team and viewers.

I have created several components to support this campaign promoting Latin X culture, including two collection tiles that include curated titles, a custom in-app page, and a responsive microsite.

I crafted another hero template to create visual interest by breaking the streamline of content alignment to create movement within the page. Furthermore, I incorporated visual elements to enrich the storytelling aspect of the section titles, pushing the boundaries of campaign web design within HBO Max.