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
Corridos play an essential part in Mexican-American culture. Starting from the Mexican War of Independence in 1810, the corrido has served as an informational and educational outlet, due to its linguistic and musical simplicity that lends itself to oral transmission.
To leverage an existing partnership with Red Bull Racing and celebrate the power of community among Mexican-American audiences, Cash App brought together Latin Grammy-winner artist Carin León, Grammy-winner producer Borderkid, and F1 driver Checo Pérez in a contemporary corrido. The music video, directed by Stillz, paints a surreal road trip where Carin is whisked away by his taxi driver, Checo, as they travel through a whimsical landscape filled with artful cues from Mexican culture and the driver's own life.
A full-blown music campaign
The song was created to honor the life of Checo Pérez, touching on universal themes of persistence and overcoming life challenges. The song became the artist's single and was distributed across streaming platforms, hitting over a million plays in less than a week and selected among popular Latin music playlists.
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.
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.
During the Grand Prix weekend, we erected ‘Por La Familia’ murals and turned Austin’s 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.
Media
ABC News: Carín León and Formula One's Sergio Pérez discuss their musical collaboration, 'Por La Familia'
Rolling Stones: Carin León releases ‘Por La Familia’ with Checo Pérez and BorderKid
Mirror: F1 star Sergio Perez bizarrely appears in music video and isn't driving for Red Bull
ESPN Sports: Carin Leon releases song inspired by Checo Perez
El Universal: Carín León writes a song to Checo Pérez; the driver celebrates him