We partnered with Medellín-based video collage artist, Sara Serna, to visualize the journey of J Balvin from hometown talent to global superstar.

My idea was to use a collage-based artist to show J Balvin’s worlds and personalities colliding and building. The superstar J Balvin and the man José Álvaro Osorio Balvin now co-existing as dual personas and telling his “coming home” story in a social-forward way.

When we found the Medellín-born video collage artist Sara Serna on Instagram, she was the perfect fit. She created a process video and final asset for us, where she collab posted to tease the film.

Additionally, we made a series of short social edits with dynamic type to tease the themes and mini-stories of the film — The Come Up, José VS Balvin, Amigos y Familia. Subtitles were translated to both English and Spanish.