Marking International Transgender Day of Visibility (3/31), Pantene has released a documentary-style short film chronicling the Quinceañera of a transgender woman, Isa, denied one as a teenager. Longtime agency Grey New York created the campaign.

Against great odds, from job discrimination to systemic violence, transgender women have made significant progress in Latin America, holding elective office and as business leaders.

People begin understanding their gender identity as early as three years old. But many transgender people don’t know or share this about their gender until later in life due to safety and issues of cultural acceptance.

“It doesn’t matter when or at what age someone knows who they are, whether at 15 or 44. Whenever they feel comfortable being themselves and sharing that truth is a moment to celebrate,” said Martina Brubacher, director of communications for Pantene for Latin America, “As a brand, we know the power of hair and how it can be a statement for expressing one’s true self, so it’s important for us to feature stories like Isa’s, a transgender woman who celebrates her journey.”

The Quinceañera is a dream come true for many Latina girls as they turn 15. But this rite of passage to womanhood, celebrated by family and community, has often excluded transgender women from this cultural milestone.

Pantene has partnered with Isa, a transgender woman in her forties, to give her the Quinceañera she never had. The film tells her poignant story and follows her preparations leading up to and including the day with her friends and family. 

“For all the times I had to hide my identity and deny my existence – today I say, I am here. I am Isa,” said Isa.

The integrated digitally-led campaign includes online video, social media, influencers, and public relations. The brand once again worked with GLAAD, which accelerates the acceptance and inclusion of LGBTQIA+ people by sharing stories and accessing all forms of media to uplift members of the community.

“The team chose to launch this film on International Day of Trans Visibility–to inspire every young transgender person. Anything is possible; happiness and acceptance is something everyone deserves,” said Javier Bonilla, executive creative director at Grey.

Nicole Heiniger directed the film–titled The Quinceañera She Deserves–via production company Fauna.

Credits

Client Procter & Gamble, Pantene Agency Grey New York Justine Armour, chief creative officer; Javier Bonilla, executive creative director; Arturo Macouzet, global creative director; Bryan Burns, associate creative director, copywriter; Emily Pracher, associate creative director, art director. Production Agency Townhouse James McPherson, chief production officer; Kim Kietz, VP, director of integrated production; Keira Rosenthal, VP, executive producer; Lauren Gordon, VP, integrated producer; Leland Drake, sr. music producer; Beliansh Assefa, associate music producer. Production Fauna Nicole Heiniger, director and co-DP; Nico Mayer, camera operator and co-DP; Grazi Nadruz, exec producer; Melinha Lobo, line producer; Estela Padilha, set designer. Local Production HOME Ari Garza, exec producer; Carlos Vargas, head of production; Sol Lopez, producer; Mario Solan, 1st assistant director; Andres Lessing, set decorator; Vicente Montoya, makeup artist; Juan Ignacio Chialvo, wardrobe stylist. Casting JC Casting Postproduction Gramercy Park Studios Lauren Kulchinsky, managing director; Ned Martin, executive post producer; Ryan Hobler, audio engineer; Amanda Fuentes, assistant audio engineer; Juan S. Robles, post producer; Andrea Podaski, head of edit assist; Dan Abraham, editor; Madalynn Nowotarski, assistant editor; Luca Leocadio, colorist.

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