POR L.A.

In 2025 wild fires ravaged L.A. with Altadena, home to a vibrant Mexican-American community, among the worst affected. So, we pivoted Don Julio's existing Oscars OOH buy, handing it over to Salomón Huerta, a Mexican-American artist whose home and studio burnt down. His art was showcased on billboards across L.A. and we highlighted his story on social, all culminating in an auction to raise donations.