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This past spring, Sony Pictures announced that Puerto Rican superstar Bad Bunny would soon become a superhero, dawning the mask of the relatively obscure luchador El Muerto. We also saw the fan favorite character, America Chavez, (portrayed by Xochitl Gomez) introduced within the Marvel Cinematic Universe in the latest Doctor Strange film, along with Oscar Isaac’s portrayal as Moon Knight.
To some, this might feel like a grand introduction for Latinx talent into the superhero genre. But if we take a few steps back, we can see that Latinx artists, filmmakers and actors have been building steady momentum into the universe of the fantastical.
What do brands need to know to leverage this creative channel and communicate meaningfully with young Latinx consumers?
No strangers to the superhero world
Marvel and Sony are also preparing for the highly anticipated release of the animated sequel Spider-Man: Across the Spider-Verse, which marks the return of the Afro-Latino teen web-slinger Miles Morales. DC has begun filming Blue Beetle, which not only stars a Latinx protagonist (Xolo Maridueña) but also touts a Latinx director (Angel Manuel Soto) and cast.
Meanwhile, in a galaxy not-so-far away, Lucasfilm, sister company to Marvel, is betting big on Latinx talent to lead their three tentpole series: Rosario Dawson in Ahsoka, Diego Luna in Andor and Pedro Pascal returning for his third season in The Mandalorian.
Latinx fans and artists have never been strangers to superhero, sci-fi and fantasy storytelling. The legendary comic book artist, George Pérez (The Avengers, Wonder Woman, Crisis on Infinite Earths), who passed earlier this year, inspired artists for decades. Lynda Carter’s iconic portrayal of Wonder Woman in the 1970s TV series has forever shaped how fans see the character.
Today, creatives such as Alitha Martinez (Marvel’s Iron Man, DC’s Batgirl) and Terry Blas (You Say Latino) are developing characters that authentically reflect the diverse lives of young Latinx readers. Meanwhile, executives such as Victoria Alonso (Marvel) and Joe Quesada (formerly Marvel) are bringing greater representation to the big screen.
Heroic efforts of activism and philanthropy
In the case of independent comic book creator Edgardo Miranda-Rodriguez, his ability to tell authentic stories of the Puerto Rican community, both on the island and in the diaspora, has caught the attention of both readers and brands. His Afro-Boricua superhero series, La Borinqueña, has attracted partnerships from Chocolate Cortés and the National Resource Defense Council (NRDC), as well as actress and activist Rosario Dawson.
Launched in 2016, the graphic novel series follows a Columbia undergraduate named Marisol Rios De La Luz. While exploring the caves of Puerto Rico, she is given superhuman strength, the power of flight and control of storms by the Taíno gods, becoming La Borinqueña.
When asked about her participation in the graphic novel series, actress Rosario Dawson cited a recent report from USC’s Annenberg Inclusion Initiative, which showed that although Latinx are 1 in 5 of the U.S. population, only 7% of major films in 2019 featured them in lead roles.
She also stressed that the support of these stories could garner the respect of studios and publishers enough to provide the budgets to see these stories on the big screen and bookshelves across the country. “I hope one day La Borinqueña can be a TV series, film or both, but in a way that supports what Edgardo already has established with this intellectual property via his activism and philanthropy.”
Synergy leads to purposeful partnerships
In discussing their partnership with La Borinqueña, Carlos Cortés of Chocolate Cortés also noted the sense of activism. He pointed out the similarities to what he’s trying to accomplish with his own business: increasing diverse representation, voices and experiences in a world dominated by white and male narratives. “We are a 93-year-old Puerto Rican and Dominican heritage brand in a world dominated by giant corporations.”
That activism has been a central theme of the La Borinqueña series. Since its launch, Miranda-Rodriguez has used the superhero character to discuss social, political and environmental issues. Referring to La Borinqueña as “this generation’s Captain Planet,” he notes that in many ways, following the destruction from Hurricane Maria in 2016 and the archipelago’s current energy crisis, Puerto Rico is the ideal place to talk about the effects of climate change and the need to push for renewable energy.
The NRDC agreed and noted the importance of such a medium in helping to “spread awareness of the impacts of climate change and show that Puerto Rico can be a model for a transition to renewable cleaner energy.” He cites the struggle to transition to clean energy comes from its most impacted communities.
More than a partnership when it comes to Latinx consumers
In the case of La Borinqueña, we can see a great example of how superhero and sci-fi from Latinx storytellers can be leveraged to create authentic partnerships and content that truly connects with Latinx audiences.
As we witness the push for greater representation of Latinx faces on the screen and on the page, it’s vital for brands to recognize that the most significant necessity in developing authentic Latinx stories will always be Latinx participation.
