We Are Winning Campaign
Role: Creative Director & Communications Strategist
“We Are Winning” is a storytelling campaign celebrating modern-day revolutionary acts of courage, compassion, and commitment to justice. Through authentic narratives led by community voices, the campaign amplified the work of the Cesar Chavez Foundation and reinforced a message of collective progress and empowerment.
We Are Winning: Episode 1
Episode 1 highlights Celia Martínez, a Yale graduate, content creator, and published Mexican-American bilingual poet. Through her platform, Celia amplifies the voices of those often overlooked. Her poetry sheds light on shared struggles, celebrates the beauty of our traditions, and honors the achievements our communities continue to reach.
Learn more about Celia Martínez here
Challenge
Create a storytelling campaign that uplifts modern-day revolutionary acts of courage, compassion, and justice, showcasing the Chavez Foundation’s legacy of advocacy and positioning CCF as a leader in community impact.
Approach
Led the campaign in partnership with agency collaborators, directing creative vision and storytelling strategy. Oversaw concept development, messaging, and production of multimedia assets (video, photography, email, and social content), ensuring cohesive execution across digital, social, and community platforms.
Results
1.4M+ Organic Social Impressions
120K+ YouTube Video Views
Impact
Elevated community voices through authentic, people-centered storytelling and guided the campaign from ideation to launch, achieving strong engagement outcomes and reinforcing CCF’s leadership in community advocacy.
Employee-led video stories amplifying the We Are Winning narrative through lived experience and values-driven storytelling..
Internal Impact
Multi-Channel Campaign Channels
Amplifying the We Are Winning narrative through multimedia storytelling across digital, social, and community channels.
The “We Are Winning” campaign reflects my approach to communications leadership: pairing measurable outcomes with meaningful storytelling that builds trust, visibility, and long-term narrative equity.