Latinoamérica Posible (The Possible Latin America)
Latinoamérica Posible (The Possible Latin America) is an independent initiative created by Ochodias with the aim of celebrating and reflecting on Latin American identity. This piece of clothing seeks to provoke critical thinking, taking the t-shirt as a scenario for the expression of individuality.
The visual approach is inspired by streetwear supported by a bold, clear and direct typographic treatment that makes the garment stand out. The communication of the campaign is based on the contrast of the use of archive images of iconic places in Latin America and on showing the defiant character of today's youth in the context of the street, a scenario where social interactions, dialogues and the exchange of ideas take place.
We took as a starting point the phrase "La Venezuela Posible" (The Possible Venezuela) of the famous Venezuelan intellectual and writer Arturo Uslar Pietri. In this phrase Uslar expressed the urgency of exploring the potential that we had as a country to transform our reality through human resources and the creator capacity we have. With this idea in mind and rescuing these values, we open the perspective to the entire continent, focusing on creative industries, trying to make visible the ideas of Latin creators, our cultural legacy and the great opportunity that our integration into the contemporary global cultural space represents.
Client: Ochodias (self-initiative project)
Services: Creative Direction, Art Direction, Graphic Design
Location: Guadalajara, Mexico
Photography: Antonio Verdín
Models: Belen Solís & Diego Avilés Goldman
Year: 2021
