Santa Monica-based multicultural agency Orcí and Mexican street artist Farid Rueda have partnered with Honda Latino to celebrate Hispanic Heritage Month through mid-October. The collaboration, consisting of short format videos for @HondaLatino’s Instagram and Twitter channels, showcases Farid’s traditional motifs of Latin American flora and fauna in a bright kaleidoscope of color.
For Juan José Quintana, Executive Creative Director at Orcí, this joint effort with Rueda was the perfect opportunity to celebrate his heritage, and that of millions of Hispanic Americans: “At Orcí, we understand that real connection with your audience goes beyond language—to include cultural connection and trust. This collaboration with Rueda was a natural fit.”
Similarly, for Orcí’s Creative Director, Javier Güemes, the concept behind this videos is a meaningful allegory that celebrates the growing Latino influence in the U.S. economy: “In these videos, Rueda’s art goes from covering walls to taking over the streets via the cars themselves, until they’re completely camouflaged with vibrant colors and vivid shapes. That’s exactly how we Latinos have expanded our relevance as a consumer force in the U.S. market—and our cultural and economic impact just keeps on growing.”
To date, Rueda has collaborated with various international street art collectives and hotel brands to create site-specific works worldwide, including Russia, The Netherlands, Denmark, Austria, France, and Portugal. His work has been featured by NBC News, BBC, Street Art Today, and Culture Trip, among others.
