Project Overview & Context

• Clients: Searchlight Pictures (Theatrical) and Chispa (Product/Platform)

• The Problem: Searchlight is releasing Flamin’ Hot, a biopic about Richard Montañez (directed by Eva Longoria). To ensure a successful opening, they need deep resonance within the core Latino demographic.

• The Opportunity: While traditional media reaches the masses, the target audience is most active and expressive within niche social discovery platforms where they seek personal connections. By entering these high-engagement "micro-communities," we have the chance to move the brand from a passive viewing experience to an active part of the user’s personal identity. The "flavor, hustle, and heart" of the film provide a perfect toolkit for users to express their own personality and cultural pride in a digital-first environment.

Marketing & Creative Objectives

• Primary Objective: Maximize high-quality awareness and engagement among the 18–30 Latino demographic, leading up to the film's premiere on streaming.

• Creative Objectives:

  1. Design an activation that feels native and natural to the user journey, not an intrusive ad.

  2. Create an experience that users want to interact with and share, turning movie promotion into user-generated content.

The Execution

We chose Chispa as our primary activation partner because it is the #1 dating app for US Latinos, offering unparalleled access to a high-density audience of Gen Z and Millennial users. In a space where 80% of the community is aged 18–34 and deeply values cultural expression, the platform provided the perfect environment to move the Flamin’ Hot brand from a passive film title to a tool for personal identity.

To bridge the gap between a cinematic story and a user’s personal digital identity, we developed a suite of custom-branded profile assets for Chispa. These stickers weren’t just cute add-ons; they became conversation starters, icebreakers, and love-language amplifiers. And the engagement proved it: Chispa users embraced the campaign, adding a touch of movie magic (or heat) to their dating experience.