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BODIED BY UCHIS
INSIGHT /
Hispanic women are often boxed into stereotypes, particularly the exoticized portrayals of their bodies in the media.
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RESULT /
This 360° campaign for Colombian jean brand Bodied by Uchis subverts the same visual language once used to objectify Latina women, reclaiming it to remind them that their beauty is inherent and that they don’t need to conform to external ideals to feel sexy.
This mural reinterprets Diego Rivera’s The Flower Seller, drawing on its symbolism of burden and resilience. The piece connects the physical weight in Rivera’s work to the social weight of stereotypes placed on Latina women’s bodies. By reclaiming that imagery, it transforms burden into power and celebrates the strength and beauty of Latina identity.
The TV ad follows the structure of a Latin American soap opera, a genre that has long sexualized Latina women and their bodies. By parodying its tropes, the ad closes with the line “It’s within them,” reinforcing that they don’t need to fit those hyper-sexualized portrayals of themselves to feel beautiful or confident.
360 ADVERTISING CAMPAIGN
MAGAZINE AD
MURAL
TV AD