Description
Puerto Rico is home to over 500,000 caregivers, individuals who dedicate their lives to caring for others, often without recognition or support. Despite their essential role, many feel invisible, as their efforts go unseen in everyday life.
To bring this truth to light, we drew inspiration from Japanese Kuroko theatre, where stage assistants dressed in black are intentionally “invisible” to the audience.
By translating this concept into real life scenarios, we dramatized the emotional reality of caregivers: always present yet rarely acknowledged. The campaign made the invisible visible, sparking empathy, conversation, and action around those who care for everyone, but are often seen by no one.
This professional campaign titled 'Unseen Acts' was published in Puerto Rico in March, 2026. It was created for the brand: United Way, by ad agency: BBDO Puerto Rico. This Content, Film, and Print media campaign is related to the Public Interest industry and contains 4 media assets. It was submitted about 2 hours ago by Associate Creative Director : Jose Morales of BBDO Puerto Rico .
Credits
CEO: Katherine Orozco
VP Creative: Nanel Rodríguez
Associate Creative Director: José Morales
Copywriters: Nanel Rodríguez | José Morales
Head of Art: Mario Virgüez
Senior Art Director: Nicolas Lozano
Art Director: Luis Moreno
Account Executive: Alejandra Rosado
Agency Producer: Juan Colón
Editor: Christopher Díaz
Project Manager Director: Sandra Colón
President of United Way Puerto Rico: Glorymar Rivera
Director of Communications: Jaime Bahamundi
Public Relations: Pedro Vizcarrondo
Communications Coordinator: Awilda González
VP Client Service: Glory Rosado
Director: Juan Gordon
Executive Producer: Maria Estades
AD: David Bravo | Jovanny González
DoP: Robert Peña
Edit: Juan Gordon
H&M: Janice Cuadrado
Color Grading: Alvaro Calero
Wardrove: Anita Ramirez
Photographer: David Cortés
