Telling a Multigenerational Story: Coho Films’ Latest Campaign on Vaccine Hesitancy in the Latino Community
At Coho Films, we’re driven by storytelling that resonates—narratives that connect with real people and reflect real lives. Our latest collaboration with C+C and the Washington State Department of Health centers on a deeply emotional and culturally resonant message: encouraging COVID-19 vaccination among members of the Latino community who may still be hesitant.
Made with Cultural Accuracy and Deep Care
This project was more than a commercial—it was a challenge in precision, sensitivity, and cultural storytelling. Originally written in Spanish and then transcreated into English, the narrative was designed to speak authentically to Latino families in Washington State.
Every detail mattered:
Wardrobe and hairstyles were era-accurate, down to the buttons and bows.
The set design needed to feel both nostalgic and emotionally rich.
Casting reflected authentic representation across generations.
We even sourced real archival photography to support the family timeline.
Our team at Coho Films worked closely with C+C to ensure everything—from creative conception to final color grade—felt respectful, moving, and visually compelling. It was a beautiful challenge, and one we were honored to take on.
Emotional Connection
At the heart of this campaign was a powerful creative concept: using the metaphor of a display shelf to represent the presence—or absence—of our loved ones.
The idea was to visually communicate that each moment, each memory, each family member adds to the richness of our lives—like keepsakes on a shelf. But when someone is lost to COVID-19, that absence is stark and deeply felt.
By juxtaposing a vibrant, memory-filled vitrina with a single empty shelf marked only by a hospital wristband, the story underscores what’s truly at stake.
It’s a message designed to connect emotionally rather than persuade logically—inviting viewers to see vaccination not as a medical decision, but as an act of love and protection for their families.
