Building a Cultural Franchise Made to Last

Across multiple seasons, GMC and My Code celebrated Latino changemakers while building lasting brand connection.

Dark green GMC pickup truck driving on an empty road with power lines and towers in the background during daylight.

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The Opportunity

GMC needed an enduring platform that could strengthen emotional connection with Hispanic audiences beyond a single campaign moment.

Two men wearing aprons working together on a woodworking project in a dimly lit workshop, applying finish or glue to a wooden board on a workbench cluttered with tools and wood shavings.

Man with blond hair wearing an orange CRKSOLY shirt, white shorts, and white sneakers, juggling a soccer ball against a dark wooden background.

Man wearing a dark jacket and white sneakers leaning against the front side of a dark blue pickup truck parked on a rooftop with a cityscape in the background at dusk.

Our Approach

My Code turned Leyendas into a multi-year cultural franchise, pairing original portraits of Latino changemakers with premium video, editorial, social, CTV and proprietary audience intelligence to keep GMC in culture beyond a single launch.

The Results

11.2M

Target Audience Reach

11.9%

Engagement Rate

Benchmark

Positive

Lift across purchase consideration and emotional connection

Sources: Campaign wrap reports; My Code publisher analytics; brand-lift study

Core Solutions

Cultural Intelligence

Growth Audience Media

Content + Storytelling

The Work

Two men wearing aprons in a workshop are examining a piece of wood or paper, focused on their craft.

Man wearing glasses and a denim jacket working intently with a wood plane on a piece of wood in a dimly lit workshop filled with tools and guitars.

Man with braided blonde hair and beard wearing a black shirt with white Japanese text and CRKSOLY branding, holding the shirt at the chest.

Six acoustic guitars hanging by their necks on a pegboard wall with framed photos in the background.

Two people sitting on the lowered tailgate of a dark pickup truck parked on a grassy hill under a cloudy sky.

Blue rectangular sign with white cursive text reading 'Candelas Guitars' and the year '1928' below it, mounted on a wall outside between buildings under a cloudy sky.

More Work

Explore All Work

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Sephora

Turning Neighborhood Color Into Culture

Vitaminwater

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