Photographer and inventive director Andres Norwood is thought for his work that facilities identification, tradition, and genuine storytelling. This Hispanic Heritage Month, he teamed up with adidas for its Nuestra Cultura Al Mundo initiative, a marketing campaign that highlights skate boarders Jenn Soto and Diego Nájera — two athletes whose tales join heritage, creativity, and group.
As an Afro-Latino artist, Norwood’s perspective performed a key position in shaping the marketing campaign’s visible path. His method centered on representing Soto and Nájera’s particular person journeys whereas honoring the broader cultural roots that inform their work and affect. Via his collaboration with the athletes and the model, Norwood helped create imagery that displays on a regular basis delight and real connection.
In an interview with Blavity, Norwood mentioned how he turned concerned within the mission, his deal with illustration inside Afro-Latino storytelling, and the method of bringing Nuestra Cultura Al Mundo to life.
How did you first get entangled with adidas’ Nuestra Cultura Al Mundo initiative, and what drew you to this mission?
I used to be launched to adidas’ Nuestra Cultura Al Mundo initiative by a advertising and marketing contact on the model named Alana. She’s been following my work for a while and believed I’d be a powerful match for the mission, given how deeply I’m concerned with Latino communities in New York and Los Angeles—and the way my work displays these environments.
Alana pitched me to Ephraim, one other adidas advertising and marketing colleague, and I formally joined the workforce final 12 months. Since then, I’ve been introduced again this 12 months to contribute to the brand new mission.
Engaged on this initiative has been a blessing—creating work that represents my folks and the broader Latino group. It was inspiring to collaborate with a workforce that was open-minded, straightforward to work with, and actually understood each my perspective and their very own. That mutual understanding made the mission really feel extra like a shared mission than a job, and that’s how I bought concerned.
As an Afro Latino artistic, how do your personal experiences form the way in which you method storytelling and illustration in your work?
As an Afro Latino artistic, my storytelling method is deeply private and layered. My work facilities on training, visibility and illustration. Too usually, Latino and Afro Latino tales aren’t informed the way in which they need to be—particularly due to restricted visibility in mainstream media. Afro Latinos are notably underrepresented in tv and different retailers. My aim is to focus on our expertise and foster unity throughout Latino areas to create artwork with deeper objective.
I at all times attempt to highlight communities that mirror my heritage—Afro Latinos included. I’ve needed to navigate my very own identification, being each Mexican and Black in California, the place Latino range was restricted. Over time, I educated myself and gained confidence in embracing each elements of who I’m. That confidence fueled my mission to coach others by my artwork and construct bridges.
A pivotal second for me was visiting Oaxaca, the place I met others who shared my Afro-Mexicano roots. That have jogged my memory of the facility of storytelling—it could possibly empower, unify and heal. It additionally deepened my dedication to addressing colorism inside the Latino group, which is a dangerous divide that we have to confront.
Finally, my work goals to coach, uplift underrepresented voices, and foster a extra inclusive narrative for all Latinos.
In your opinion, what does on a regular basis delight appear to be inside the Afro Latino and broader Latino expertise?
I imagine each day delight appears to be like like confidence, group and self-understanding. That confidence is rooted in training—studying our historical past and recognizing how our Black and Latino roots are intertwined, and the way we share a standard heritage. We must always by no means be ashamed of who we’re or what we signify.
In right now’s world, it’s very important for Latinos to face tall, be proud and are available collectively. We will’t let exterior forces diminish our humanity or silence our voices. Carrying our delight with us—wherever we go—helps us assist each other and advocate for a extra inclusive future.
How did you collaborate with adidas and the athletes to make sure their personalities and cultural roots have been authentically mirrored?
When growing the idea for Nuestra Cultura Al Mundo, we have been intentional about representing the athletes authentically. Our foremost aim was to honor every athlete’s cultural background and guarantee their tales have been informed with accuracy and care.
We held a number of calls with the athletes to co-create an idea that really aligned with who they’re. A key a part of this course of was attending to know them past the floor—understanding their roots, values and the tales they needed to share.
We additionally introduced of their familias, understanding how necessary household is of their lives. That’s why we invited Jen Soto’s and Diego’s households to be a part of the shoot—it introduced every little thing full circle.
This mission was particularly significant as a result of it spotlighted Puerto Rican and Mexican tradition by Jen and Diego’s views. The adidas workforce made every little thing really feel easy, collaborative and supportive. Their method helped us carry this imaginative and prescient to life whereas honoring everybody’s individuality.
Wanting forward, how do you need to proceed constructing platforms or areas for genuine storytelling by your work?
Most of my work is grounded in constructing real, genuine relationships. After I join with folks on an actual stage, I’m capable of inform tales that mirror their tradition and fact in respectful, intentional methods.
Up to now, I’ve labored with community-driven platforms like Migos Occasions to host artwork exhibits and gatherings for the Latino group in New York. Shifting ahead, I need to develop these relationships and supply others area to share their tales—whether or not that’s by artwork or different artistic mediums.
I’d like to proceed exploring alternatives with adidas to create extra areas that amplify storytelling. On the finish of the day, my focus is at all times on a bigger objective: bringing us collectively so we will collaborate, create and signify our numerous experiences in unity.
About The Author
