Leading Brand Entertainment
&
Enterprise Storytelling

State Farm | Telenovelas Para Mí

Brand Entertainment | Original Web Series | 2010

My Role: Original Concept, Scriptwriting & Co-Direction

Entertainment with purpose.

As part of State Farm's es Para Mí Hispanic marketing campaign, I conceived, scripted, and co-directed an original comedic web novela series that used culturally relevant entertainment to engage Hispanic audiences around education, scholarships, and citizenship.

Building on an established campaign focused on civic engagement and education, the series combined the romance, humor, and dramatic conventions of traditional telenovelas with stories reflecting real challenges faced by Latino communities.

One storyline explored navigating college applications and scholarship opportunities, connecting audiences to educational resources promoted through the campaign. Another approached the citizenship journey with warmth and humor.

Designed for State Farm's Spanish-language website and distribution through agents' social media channels, the series demonstrated how original entertainment could extend a brand campaign while making meaningful information more accessible and engaging.

Creative Philosophy

Great brand entertainment doesn't just capture attention. It creates emotional connections, reflects the audience's experiences, and gives people a reason to engage with the brand beyond a traditional advertisement.