Artist Collaboration

Design Challenge

Develop a bold advertising campaign for Goya Foods that seamlessly integrates their products into the work of a culturally relevant artist. Craft a strategic plan and visual concept for how this collaboration will resonate with Goya’s target audience, driving connection, conversation, and brand engagement.

Design Solution

This advertising campaign brings together Goya Foods and Dominican-American artist Raelis Vasquez to create a powerful and culturally resonant experience for Latin American communities across the U.S. Known for his emotive paintings that honor Latin heritage, family, and the shared rituals of food, Vasquez’s work aligns seamlessly with Goya’s mission to celebrate Latin culinary traditions. The collaboration invites audiences into vibrant, heartfelt scenes that reflect the warmth and connection of home-cooked meals. Together, the artist and brand highlight food as a rich expression of identity, culture, and community nationwide.