Aguja Local is a local digital e-commerce platform focused on giving visibility to local designers and connecting them to customers. For the first anniversary of Hurricane María, founder Natalia Figueroa wanted to do something meaningful and with the help of Puerto Rican designer Lydia Tucci created this iconic necklace of Puerto Rico. ​​​​​​​

To announce its launch, she wanted something powerful. That's when videographer Jonathan Meléndez and I came in. Together we created a storyline based on the childhood memories of Puerto Ricans, especially those living in the diáspora. The necklace is a way of remembering our island no matter where we go and we wanted to say "Cárgala Contigo" (meaning carry it with you in Spanish). 

The tagline, created by Jonathan, was supposed to be the name of the film but it became not only the name of the campaign, but a movement in Aguja Local's social media. The film not only made an emotional connection with the Puerto Ricans who saw it, it also boosted traffic to the brand's website selling out completely their first inventory.

Film conceptualization by: Jonathan Meléndez and Nathasha Bonet

Production: Nathasha Bonet

Direction and editing: Jonathan Meléndez