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.