Apple - El Lazo de Petra, Shot on iPhone 16 Pro

A STORY ABOUT FEMALE REPRESENTATION

Mexico has always celebrated their heroes, while heroines have been erased by history. Such is the case of Petra Herrera, a fearless Charra who disguised herself as a man to join the fight, and lead a female battalion to a crucial victory during the Mexican Revolution.

Nowadays, despite having a female president, Mexican women still fight for representation and sexism still rules the narrative.

ABOUT THE FILM

El Lazo de Petra is a story that celebrates the power of Mexican women, giving Petra her rightful place in history, and a role-model for new generations.

This unprecedented Western is directed by Gigi Saul Guerrero on top of a mostly female cast and crew.

A TRIBUTE TO CHARRAS

Charrería is Mexico’s national sport and has always been led by men. But today, a group of women are paving their way into the sport, and fighting for equal participation. This story was created with them and for them, serving as a platform for them to speak up and being heard.

  • AGENCY: TBWA Media Arts Lab

    MY ROLE: ACD/ Copywriter

    TEAM:

    ET:

    Katrien De Bauw

    Brent Anderson

    Brian O’Rourke

    Beth Keamy

    Lu Borges

    LATAM Leadership:

    Luana Azeredo

    Pedro Prado

    Creative:

    Cristobal Bilbao

    Sergio López

    Juanita Escandón

    Chucky Rivero

    Fabiano Higashi 

    Ricardo Scarpa

    Andre Fukumoto 

    Henrique Zirpoli

    Gabriel Rodriguez

    Gabriel Azevedo

    Pedro Prado

    Production:

    Randall Pomeroy

    Fernanda Sarabia

    Branwen Summers  

    Music:

    Josh Marcy

    Genevieve Torabi

    Account:

    Martina Garbers

    Cynthia Pérez

    Sandra Mendez

    Sergio Rosas 

    Global Account:

    Caroline Phillips

    Project Manager:

    Grace Grunblatt

    Erika Pacheco 

    Strategy:

    Rafael Rossi

    Fabiola Guzmán 

    Anastacia Lara  

    BA: 

    Emilia Perret 

    Kenia Uribe

    Daniela Hanhausen 

    Media: 

    Adam Albek

    Owen Jones

    Kena Flynn

    Brooke Nuslein

    Juan Martinez

    McKenna Reynolds

    Daniel Trujillo

    Summer Cantrell

    Cristian Chavez

    Nikki Ngo

    Uyen Huynh

    Jon Barredo

    Marcela Maldonado

    Christian Sandoval

    Viviana Rodriguez

    Nicholas Gatto

    Paola Barraza

    Emiliano Baez

    @Apple: 

    Andrew Collins

    Abby Sisk

    Sofia Andrade

    Stella Kim

    YT Team: 

    Paola Amador

    Jamile Nunes

    Finance: 

    Joseph Mirandi

    Kabir Hamid 

    Amy Cox

    Print Production MX:

    Jean Lucy

    Art production LA:

    Helen O’Neill 

    Carissa Vera 


    Display producers: 

    Octavio Garcia

    Amanda Navarro Shaw

    Alyson Axler

    PR:

    Lu Borges

    Brandon Muratalla

    Traffic Manager: 

    Elaine Adachi

    Lynn Tolot

    Philip Castro

  • AWARDS

    EL OJO DE IBEROAMÉRICA

    3X BRONZE | Film, Film Craft, Digital.

    CICLOPE AWARDS

    1x GOLD | Styling & Costume Design

    1x BRONZE | Direction

    EL CÍRCULO DE ORO

    1x GOLD | Apple Shot on iPhone - El Lazo de Petra - 2026

    1x BRONZE | Apple Shot on iPhone - El Lazo de Petra - 2026

    …

    AND THE AWARDS SEASON IS JUST BEGINNING 🤞🏻

MEDIA COVERAGE

“Una charra, un iPhone y la Llorona: así es ‘El lazo de Petra’, el corto con el que Apple rinde homenaje a México”

- EL PAÍS MÉXICO

“El lazo de Petra: Un Western mexicano filmado con un teléfono”

- HOLLYWOOD REPORTER

”El lazo de Petra: El cortometraje que nos lleva al mundo del folclore mexicano y nos recuerda que no hay nada más fuerte que saber quiénes somos”

- VOGUE

“El lazo de Petra, el western de Apple filmado con iPhone 16 Pro”

- GQ

El lazo de Petra: Apple se inspira en México en su nueva cinta #ShotOniPhone

- ELLE