BACK TO DECODED STORIES
Washington Wizards
The Problem
A season is long. Sustaining Latino audience attention across months without the creative feeling repetitive or disconnected from culture is harder than a single campaign push.
What We Saw
Belonging and identity drive action more than generic promos. When Latino fans see themselves in the story, they show up, online and in person.
How We Moved
Cultural moments anchored the calendar. Modular creative kept production efficient. Performance distribution through ETL's ecosystem turned attention into measurable action.
What We Built
Social + editorial + newsletter placements.
The Numbers
Reach
458,132
Impressions
1,487,166
Clicks
4,423
ARCHETYPES
The Virgin
Adj. Timeless
Cultural foundation and inherited wisdom.
ARTIFACTS
Nopal Plant
Adj. Rooted
Native to the land, transformed into something nourishing. Culture as a raw ingredient, craft as the process that makes it matter.
ACTIVATIONS
Dancing
Adj. Dynamic
Movement, celebration, cultural expression.