JaJaJa came to us with a problem most agencies would have solved with the wrong word. They sell Mexican food across every major grocery chain in France, and they were tired of being handed branding that reached for "fusion" or "Mexican-inspired" to make the work feel safe for a French shelf. That softening was exactly what they didn't want. Their whole identity is built on the real thing: authentic Mexican food, made with respect, sold to an audience that mostly hadn't met it yet. They needed a studio that understood the difference between honoring a culture and borrowing from it.

Scout grew up in a mixed Mexican household, and for us that isn't a line on a capabilities deck. It's why the work rings true. When she writes about an ingredient or stages a shot, the people who know the culture feel it, and the people meeting it for the first time trust it.

Agency: Mighty Fine Studio Artistic Director: Me | Photographer: Crystal Williams | Designers: Me