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El GRITO
El Grito 2023 marked the City of Los Angeles’ annual celebration of Mexican Independence Day, hosted by Councilwoman Monica Rodriguez. The event opened Latino Heritage Month with a night of live performances, civic pride, and family festivities at Los Angeles City Hall and Gloria Molina Grand Park.
The theme, “Somos LA / We Are One LA,” celebrated unity, diversity, and the enduring cultural contributions of the Latino community to the fabric of Los Angeles.
The campaign celebrated El Grito as a unifying cultural event, amplified local pride through community storytelling, elevated Councilwoman Rodriguez’s inclusive leadership, and drove citywide attendance with culturally resonant visuals and messaging.
Secured major sponsorships—including Telemundo 52, NBC4, LADWP, US Bank, and Verizon—to fund event production, support small-business vendors through Goddess Mercado, and expand community resources for local Latino-owned businesses.
Executed an integrated PR strategy leveraging Councilwoman Rodriguez’s platforms, local influencers, bilingual radio, and branded press kits to drive earned media highlighting Youth Hub success and student voices.
Created the “Somos LA” campaign across all channels, merging civic and Mexican heritage branding, driving bilingual media outreach, elevating performers and vendors, and producing storytelling content that celebrated unity and community pride.
Centered authenticity through a traditional El Grito reenactment, curated Mexican food and artisan vendors, regional music acts, and inclusive programming—like a silent disco and family zones—that blended LA culture with Mexican heritage.
$100 k
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We unified civic pride and Mexican heritage to create an inclusive El Grito celebration that elevated community voices and engaged audiences citywide.
We crafted an authentic, immersive celebration that united families, performers, vendors, and partners in one of LA’s most meaningful cultural events.
