Geena The Latina Show
× FENTY Beauty

She had the connection. She didn't have the brand.

Geena The Latina Show is a San Diego-based Latina radio personality with deep industry connections and a natural on-camera presence. When I came in, the opportunity was clear: she had the personality, the relationships, and the reach — but no brand infrastructure, no podcast, and no platform to leverage any of it.

I knew that if we built the platform right, doors would open. I directed, produced, edited, and branded her podcast and show — creating the visual identity, production quality, and audience experience that would position her credibly in the media landscape she already moved in. That positioning was deliberate. The FENTY opportunity was the proof it worked.

Building the platform that made the deal possible

The podcast and show production covered everything: direction, editing, branding, and the overall creative vision for how the show should look, feel, and communicate. The goal wasn't just to make a podcast — it was to build a media property with enough brand equity to attract the kinds of partnerships that Geena's network made possible.

When FENTY Beauty reached out to Geena for a campaign collaboration, the foundation was already in place. She had a brand identity, a loyal audience, and a platform that reflected the quality FENTY expects from partners. Without that, a connection is just a contact. With it, a connection becomes a campaign.

I then directed the FENTY campaign itself — handling concept development, art direction, photography direction, and copy. Every creative decision was made with Geena's community in mind: the Latina audience she'd built through authentic representation and cultural specificity. The campaign had to feel like it belonged to that community, not just targeted at it.