Categories

Concept

Design

Documentary

Live Event

Spanish language

Bi-lingual

Promos

Documentaries

Livestream

Open Captioning

Production

Post-Production including color, sound and finishing

When AT&T asked Picture+Sound to help them celebrate the United Farm Workers, and their storied relationship with the iconic civil and labor rights organization, we responded with a energetic ¡Si Se Puede!

The Set Up

The UFW 50th celebration in Central California needed a home run finish. Thousands of people flocking to the Central Valley of California, where the docu-style promo would premiere. Farmers and celebrities alike. Everyone from Academy Award-nominee, Martin Sheen, to 50-year campesinos and their proud families. 

The Action

We mixed archival 1960’s/early 70’s 16mm documentary and news footage  of Cesar Chavez, Dolores Huerta, Gilbert Padilla and other early organizers with spanish-language interviews filmed in the dirt of the fruited farmlands of California. Celebrating the harrowing heroinism and heroism of the nation’s most enduring and largest farm workers union, the power of the people and the land exploded.

We humbly filmed the back-straining work in the broccoli fields of the central valley, filmed spores in long mushroom barns of sustainable corporate farms and traversed the high rises of downtown Los Angeles’ AT&T headquarters to fill out the touching story.

The Payoff

Tears, cheers and a standing ovation of the live event, thousands of additional eyeballs on the film and strengthened relationships between the UFW and AT&T, as well as AT&T and the spanish speaking communities of the southwest United States.