El Test Drive – Music Meets Culture for Nissan’s Super Bowl 58 Ad
For Super Bowl 58, Nissan turned to The Sonderhaus Methodology to help connect with Latino audiences in a culturally authentic way. Featuring comedian Marcello Hernandez and Grupo Frontera, El Test Drive told a humorous, multigenerational story in Spanglish—highlighting both the Pathfinder’s capabilities and the richness of the Hispanic household experience.
Music was central to the emotional impact. Composed by J. Carlos Maya, the score underscored the narrative with rhythm and resonance, deepening cultural authenticity and connection. The campaign aired on TelevisaUnivision and extended across digital and social platforms, generating strong engagement and proving that emotionally grounded, culturally fluent storytelling drives results.
En el Mar – A Sonic Movement for Ocean Justice
Azul.org partnered with J. Carlos Maya to create En el Mar, an original podcast that wove music, culture, and environmental justice into a bilingual narrative tailored for Latinx audiences. Guided by The Sonderhaus Methodology, the project brought together legendary musician Roco Pachukote and Azul founder Marce Gutiérrez-Graudiņš to tell ocean stories with heart and urgency, all recorded in Mexico City.
The result was more than a podcast—it became a resonant storytelling tool that connected communities across borders through rhythm, activism, and shared cultural memory. Praised for its authenticity and emotional power, En el Marlaunched with live virtual events and helped Azul turn conservation into something urgent, communal, and beautifully alive.
Bold Move – Empowering Voices Through Music for White Castle
White Castle’s Bold Move campaign used music and storytelling to connect with Latino audiences through a message of resilience and empowerment. Centered on Puerto Rican singer-songwriter Gilmarie Villanueva, who rose to visibility after Hurricane Maria, the campaign told her real-life story and showcased her original anthem, Make a Bold Move—composed and produced by J. Carlos Maya using The Sonderhaus Methodology.
Released on International Women’s Day, the song became the emotional core of the campaign, inspiring young Latinos and positioning White Castle as a brand committed to bold action and emerging talent. The project blended cultural authenticity with strategic timing, transforming Gilmarie into a national ambassador and amplifying White Castle’s message across digital and streaming platforms.
Miss Hivaria – Turning Pageantry into Public Health Impact
To raise HIV awareness among young Hispanic adults in Miami-Dade, Florida International University partnered with ad agency Dieste to create Miss Hivaria—a fictional beauty queen from the symbolic “Republic of Hivaria,” representing millions living with HIV worldwide. Parodying the 2015 Miss Universe pageant, the campaign used humor, spectacle, and cultural cues to encourage free HIV testing through campus and community appearances.
As the main producer, J. Carlos Maya led talent casting and content production, shaping the campaign’s emotional arc and cultural tone. The result: a 352% increase in on-campus HIV testing and a public health message that resonated far beyond the university—proving that creativity and cultural relevance can drive real behavioral change.
Sigue Haciéndola – A Cultural Anthem for DishLATINO
DishLATINO set out to honor the resilience and pride of U.S. Hispanics with Sigue Haciéndola, a fully integrated campaign led by actor Eugenio Derbez. At its heart was an original anthem designed to capture the spirit of perseverance and cultural identity—a unifying message for a diverse audience of hardworking, family-driven individuals.
As the principal songwriter and producer, J. Carlos Maya collaborated with Latin Grammy-nominated duo Periko & Jessi Leon to create Somos Latinos, a song that brought emotional depth and narrative cohesion to the campaign. Featured across TV spots, digital platforms, and a music video, the anthem helped transform the campaign into a cultural movement—one that invited Latinos to see their stories, struggles, and triumphs reflected in a national conversation.