Samsung Galaxy's inspiring film spotlights Bolivian 'cholita' skateboarders

Project by Edelman shows how the ImillaSkate squad is empowering young women in the country

Published On
Sep 28, 2022

Editor's Pick

We've seen several brands embracing inclusivity by spotlighting unexpected examples how people from different communities participate in sport around the world: examples include Meta's award-winning Skate Natio Ghana campaign, and more recently its film about an East African cycling team, as well as On Running's spot about an African Winter Olympian.

Now, a new documentary-style film by Samsung Galaxy gives a voice to a group of Bolivian indigenous women, known as "cholitas," who have formed a skateboarding squad. The group of women in their twenties formed ImillaSkate, recognizing the challenges facing women in their culture and bringing it together with the fashion of their indigenous roots. The beautifully shot film, directed by Eric Machiela via Gorilla Pictures, shows them skateboarding in traditional dress such as "polleras" through the streets of Cochabamba, Bolivia, and reflecting on how young women are perceived in their culture. Using Samsung Galaxy A53 smartphones, the note how they have used technology to reach out to other young Bolivian women and teach them how to skateboard.

The campaign, from Edelman, continues a content series called "Voices of Galaxy" from the brand, which began in 2020 and has spotlighted stories from Korea, the U.S., Tonga, and more. This is the first of the series to focus on Latin America. 


Sep 28, 2022
Client :
Samsung Galaxy
Agency :
Executive Creative Director :
Zac Rybacki
VP/Creative Director :
Armando Zuniga
Executive Vice President :
Eiko Suzuki
Senior Account Supervisor :
Megan Madden
Senior Producer :
Natasha Correa
Senior Advisor Hispanic Marketing :
Anna Cepi
VP Multicultural :
Samya France
Sr Copywriter :
Albani Castro
Production Company :
Director :
Eric Machiela
Director of Photography :
Jason Baker
Senior AD :
Kate Fitzgerald

Need a credit fix? Contact the Creativity Editors

Project Type