Though the Charrerรญa (think: Rodeo meets synchronized swimming) is one of the most popular sports in Mexico, there is only one womenโs event in the entire sport: Escaramuza. Inspired by the adelitas โ a brave group of women who fought for Mexican independence โ Escaramuzas ride together in teams of 8, weaving intricate routines that come to life at thrilling speed with pinpoint accuracy. Every element of each routine is meticulously crafted and harshly judged, which means the women who ride need to practice over and over until they nail the perfect routine.
We were lucky enough to spend a few days in Washington where Paola Pimienta (I think of her as the LeBron of Escaramuza) and her teammates were training for a huge event in Mexico. Hoping to be the first American-based team to win in Mexico, it was incredible to spend time with them, get to know them, and see what it takes to compete in this wonderful, ancient sport. We hoped to present them in an authentic way, while highlighting the strength and determination that each of these incredible women posses.
We made an anthem spot, lots of short form video, and some print, which was a big success, quickly racking up over 15 million video views and lots of positive engagement.
The Crew:
Head of Creative, Facebook: Jesse Coulter
AD: Sharon Kaye
Director: Alfred Marroquรญn