76 Words is one of America’s most diverse political communications firms. Every year, they help to elect and empower the new American majority by connecting voters with political candidates who have their, and the entire United States’, best interests at heart. Their loyalty lies with candidates who harbor progressive visions for the future. Because of this, they are quite selective regarding the candidates they choose to support. There is a specific criteria that 76 Words’ candidates must adhere to. Above all else, they must think selflessly and act with the sole intention of ushering in a new era in American society — one designed for the people and derived from equality.

In 2018, Jesse Ruiz ran for the Attorney General of Illinois. His pro-immigration stance attracted much criticism from opposition members. Our decision to create this political ad in Spanish was in response to the emboldened racism targeted at Jesse Ruiz. We would not succumb to bigotry and, so, instead created a political ad that addressed the Spanish speaking population of Illinois. In today’s political climate it is increasingly important to defend one’s beliefs, especially if they are for the benefit of the majority.

76 Words’ endorsement of Jesse Ruiz for the position of Illinois Attorney General is proof that his voice is what the office needed most.

The decision to produce this campaign video in Spanish was both a creative and a strategic one. C&I Studios worked with 76 Words to develop a script that spoke directly to the Spanish-speaking community in Illinois, addressing their concerns in their language. Our bilingual production team handled everything from script development through post-production, ensuring that the tone and nuance of the message translated accurately. Filming on location in Illinois, we captured community settings and real environments that reinforced the campaign’s message of inclusion. Multilingual content production is one of the ways we help clients reach broader audiences without diluting their core message. If your project requires that kind of reach, explore our creative services or contact us to start a conversation.