As part of its #ComoLoDigas campaign, Buchanan’s Whisky wanted to celebrate the diversity of Hispanic American culture by honouring the multiple pronunciations that exist for ‘Buchanan’ within the same community. Alongside other local artists, Magdiel Lopez created a typographic treatment for the pronunciation which best reflected his community’s relationship with the brand.

And on a bus bound for Houston, that articulation came to life. A vibrant expression of his personal style and heritage, Magdiel reinforced the campaign’s concept by playing with perspectives to give onlookers pause for thought.