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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 as a symbol of resilience, linking the physical weight in the original work to the social weight of stereotypes placed on Latina women’s bodies. By reclaiming this imagery, the piece reframes burden as power.
The TV ad adopts the structure of a Latin American soap opera, a genre that has sexualized Latina women. By parodying its tropes, it ends with the line “It’s within them,” challenging the idea that beauty must conform to hyper-sexualized portrayals.
360 ADVERTISING CAMPAIGN
MAGAZINE AD
MURAL
TV AD