Por La Familia

Production: Canada Films // Role: original idea, Creative Director

A corrido that celebrates the Mexican way, by Carin León, Borderkid and Checo Pérez

Since Mexico’s independence in 1810, the corrido has been a powerful and accessible form of storytelling. Now rising in global popularity, the genre is loved by many more. Cash App leveraged his partnership with F1 driver Checo Pérez, and invited Latin Grammy-winner Carin León, and Grammy-winning producer Borderkid to create a contemporary corrido that celebrates the power of community. Directed by Stillz, the music video follows a surreal road trip as Carin is picked up by Checo, his unexpected taxi driver, through a whimsical landscape inspired by Mexican culture and Checo’s own story.

A full-blown music campaign

The song honors Checo’s achievement, touching on universal themes of persistence and overcoming life challenges. The corrido became the artist's single and was distributed across streaming platforms, hitting over a million plays in less than a week.

Captura de pantalla 2023-11-01 a las 1.18.46 p.m..png

Bringing regional Mexican music and F1 fandoms together

The song was launched during Billboard's Latin Music Week in Miami without referencing Checo Pérez, but the album cover included an easter egg: a license plate with his name on it. Of course, some fans noticed. A couple of days later, Red Bull Racing seeded a video with Checo praising the song, and fans started talking about Mexican greatness.

Carin Leon Por La Familia Cover Art FINAL 091823 .jpg

Captura de pantalla 2023-10-17 a las 6.10.10 p.m..png

A social-first campaign created buzz around the partnership all the way to the Austin F1 Grand Prix.

To surprise fans, Checo Pérez rocked ‘Por La Familia’ pride on his Red Bull Racing F1 car.

Captura de pantalla 2023-11-01 a las 2.36.13 p.m..png

During Austin’s Grand Prix weekend, we erected ‘Por La Familia’ murals and turned the iconic Allen Boots into our corrido pop-up shop where fans were able to customize boots with motifs of the song and get limited pieces of merch.