Tapping into his “Domina-Rican” heritage, Brand New School creative director Andrés Rivera uses childhood memories to infuse authenticity and style into four new Café Bustelo spots celebrating Hispanic Heritage Month.

From the team at Brand New School in New York: “As a kid growing up in the Bronx, Andrés Rivera used to keep his action figures in a Café Bustelo can while his mom let the empty cans double as vases. This personal relationship with the brand was a point of inspiration he drew upon for his work as lead designer and illustrator.

“The new ads involved multiple members of the Hispanic community including Argentina musicians and vocalist Mia Matahoney, while the main character was inspired by Angelina, the wife of Gregorio Bustelo and the face of the Café Bustelo logo.”
 

 
Client: The J.M. Smucker Company

Agency: PSOne
Chief Creative Officer: Erica Roberts
EVP, Executive Creative Director: Grant Mason
SVP, Group Creative Director: Pete Defries, Alan Wilson
Group Creative Director: Carlos Perez
Art Director: Liv Johnston
Copywriter: Nia Bolling
Director of Integrated Production: Tim LeGallo
SVP, Executive Producer: Lauren Schneidmuller
VP, Executive Producer: Daniel Roversi
Associate Producer: Roy de la Maza

Production: Brand New School
Creative Director: Andrés Rivera
Associate Creative Director: Jeff Bryson
Animation Director: Gerald Mark Soto
Character Illustrator: David Saracino
Background Illustrator: Glenn Thomas
Storyboards: Simon Ampel, Will Rosado
2D Designers: Mercedes Affleck, Abigail Goh, Nick Illuzada, Lia Kim, Esther Lalanne, Jelly Wei
3D Artists: Chris de la Guardia, Shalinder Matharu, Jun Yang
Cel Animators: Sachio Cook, Janelle DeWitt, Diego Ferrero, Taik Lee, Jane Liu, Xinhui Ma, Casper Nykopp, Blake Patrick, Luke Toth, Oliver Wee
2D Animators: Mantas Grauzinis, Anthony Kim, Liz Lukens
3D Animators: Mike Costabile, Abigail Fairfax, Seong Yeop Sim
Editor: Ryan Rigley
CCO: Jonathan Notaro
Managing Partner: Devin Brook
Executive Producer: Johnna MacArthur
Producer: Joshua Syx

Music: Papa Music
Composer: Damian Minckas
Singer: Mia di Gregorio aka “MATAHONEY”,
Sound Mixer: Ezequiel Kronemberg