Minivela Launches to Empower Latino Filmmakers and Reshape Digital Advertising

A new joint venture called Minivela is set to launch in January, promising to create unprecedented opportunities for American Latino filmmakers, creators, and advertisers. The initiative, announced at the 26th annual ANA Multicultural Marketing & Diversity Conference in Las Vegas, brings together novela and film star Carlos Ponce, Brilla Media, Numatec, and Chicano Hollywood.

Minivela will produce short-form digital content ranging from 10 to 90 minutes, combining the fast-paced nature of vertical short-form content with the iconic essence of telenovelas. The advertiser-supported content will be developed in English, Spanish, or bilingually, depending on the story's needs, and will primarily target American Latinos aged 18-34.

Manny Ruiz, who will serve as Chief Creative Officer and Executive Producer alongside Ponce, emphasized the venture's potential impact: "This is a groundbreaking journey that we believe will empower Latino storytellers and drive U.S. Hispanic digital advertising for years to come." The platform aims to address the representation gap for the Latino community in the entertainment industry.

Minivela's content will be accessible for free on YouTube and social media channels, as well as through Numatec's distribution partnerships. This broad distribution strategy, combined with Brilla Media's Nuestro Media network, offers brand sponsors effective ways to reach U.S. Hispanic audiences across digital, CTV, and other platforms.

The venture's commitment to authentic representation is evident in its partnership with Chicano Hollywood, which will serve as the exclusive West Coast production arm. One of their early projects, "Cholita Takes L.A.," showcases Minivela's dedication to producing universally appealing stories that challenge stereotypes and provide opportunities for Latino talent.

Angela Sustaita-Ruiz, chairwoman of Brilla Media, highlighted the platform's potential as a catalyst for Latino talent: "I believe Minivela will also prove to be a catalyst for many Latinas and Latinos who one day will remember that they got their big Hollywood break writing/directing, producing and/or acting in a Minivela."

As the entertainment industry continues to evolve, Minivela's launch signals a significant shift in content creation and distribution for Latino audiences. By focusing on authentic storytelling and leveraging digital platforms, this venture has the potential to reshape Hispanic digital advertising and create new pathways for Latino creators in Hollywood.