Moments of great social tension generate great art. We feel collective goose bumps every time we see the wonderful Jarritos immigrant journey video made by the awesome guys behind WALO in collaboration with Diego Luna, and the brave new campaign for Johnnie Walker by the Anomaly team. These are two examples of important and timely work. But what’s next? Soon, immigrant stories of belonging will run their course. We look forward to a new wave of work that present Latino and immigrant heroes in day-to-day situations as protagonists of great human stories that are NOT about being Latino. Once we are able to stop justifying why we are here, we’ll have permission to express ourselves free of labels. We have the historical opportunity to re-launch the “Latino Brand” in front of us. Great times are ahead. Thanks to those opening the doors.