Cholula: Mother of Sauce | Art Direction 
Fitzco was tasked with relaunching Cholula, an authentic Mexican hot sauce from McCormick, to the masses in North America. So, we started with our matriarch, La Chila, the beloved female character on every bottle. In a category dominated by masculine names and faces, Cholula’s La Chila had the opportunity to stand out within the boy’s club hot sauce shelf. We leaned into the feminine characteristics she possessed like being welcoming, inclusive, allowing us to focus our strategy on authentic flavor vs. explosive heat or a macho need to one-up each other on the Scoville scale. Cholula isn't about lighting mouths on fire. It's all about adding a drop of heat, and a mother-load of flavor to your dish. Here, we make your thing, the best thing​​​​​​​
Filmed in Mexico City, alongside a Mexican female director.
2023 ATLANTA ADDY SILVER | Art Direction, Campaign

 :30 – Welcome to La Familia

 :15 - Shake
:06 - Social Assets