Diego Espinoza

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  • kodeshekina@gmail.com

Light the way

As ACD on Xfinity’s Light the Way campaign, I helped lead the creative vision behind a culturally resonant, bilingual storytelling platform that spotlighted Olympic breaker and gold medalist Victor Montalvo, celebrating bicultural identity through emotional narrative and impactful social-first work. The campaign connected deeply with 200-percenters—those who are 100% American and 100% Hispanic—by blending fresh, modern creative with real community engagement, showcasing how culturally aware storytelling can drive both relevance and resonance.

Challenge

Xfinity sought to authentically connect with bicultural Hispanic audiences—specifically “200-percenters” who identify as 100% American and 100% Hispanic—during a key cultural moment: the Olympic debut of Breaking. The brand wanted to move beyond product messaging and demonstrate how reliable connectivity can empower culture, talent, and future generations. The campaign needed to resonate deeply in markets like Los Angeles, where cultural nuance, representation, and creative freshness are paramount.

Insight

Representation isn’t just about visibility—it’s about legacy. We leaned into the story of Victor Montalvo, the first Olympic gold medalist in Breaking and a proud Mexican-American. His multigenerational story of resilience, passion, and cultural pride mirrored the values of the audience and elevated the campaign from marketing to movement.

Solution

As ACD, I helped shape Light the Way into a bilingual, multi-platform campaign that honored both cultural identity and digital fluency. The creative centered around Victor’s journey—past, present, and future—told through cinematic storytelling, social-first content, and real-world community action.

  • Hero Film: A bilingual anthem spot aired on NBC and Telemundo during high-profile cultural moments, including the Latin American Music Awards.

  • Social Extensions: TikTok AR experiences brought Victor’s moves into users’ hands, while behind-the-scenes and real-time content deepened engagement.

  • Community Activation: We brought the campaign to life with a live event at a Miami arts magnet school, where Victor led a demo, shared his journey, and helped distribute laptops through Comcast’s Project UP initiative.

  • Design System: Frosted-glass overlays, kinetic type, and bold color cues visually fused digital speed with cultural warmth.

Results

  • Celebrated across press and industry as a bold example of culturally rooted storytelling

  • Strengthened brand affinity within the bilingual Gen Z and millennial segments

  • Earned media pickup and strong organic engagement across platforms (exact metrics undisclosed)

  • Delivered social impact through real community engagement, blending brand message with meaningful action

Takeaway

Light the Way proved that when brands lead with cultural authenticity and creative innovation, they don’t just earn attention—they earn trust. This work positioned Xfinity as more than a tech provider—it became a cultural ally, helping the next generation stay connected to opportunity, identity, and each other.