Visa “Cada Paso”

NFL Super Bowl LIX | Latin America Campaign

This high-energy commercial for Visa, produced for NFL Super Bowl LIX, celebrates the inspiring journey of Isaac Alarcón, offensive tackle for the San Francisco 49ers. Created in collaboration with Leo Burnett Mexico City and Vandalo Brasil, Cada Paso (“Every Step”) captures the grit and determination that define Isaac’s path from humble beginnings in Monterrey, Mexico, to the biggest stage in American football.

Every Step Matters

Shot on location at Contra Costa College in California, the film brings a cinematic edge to a deeply human story. One that transcends sports. Under the direction of Martín Escriche, the piece blends emotional storytelling with kinetic visuals, using the rhythm of training, motion, and resolve to reflect Visa’s mission: empowering people and fueling ambition with every step.

Authentic Voices. Real Energy.

Working closely with Leo Burnett’s creative team, Dark Barrel Media helped translate a global brand message into something uniquely Latin American dynamic, cultural, and full of purpose.

The result is a commercial that speaks to more than achievement; it speaks to identity. For millions of young fans across Latin America, Isaac’s story isn’t just inspiring… it’s truly living the american dream.

A Shared Vision

Producing Cada Paso was an opportunity to tell a story that lives beyond the field. One that connects Visa with their audience through shared values of perseverance, opportunity, and belief.

Client: Visa
Agency: Leo Burnett Mexico City / Vandalo Brasil
Production Company: Dark Barrel Media
Director: Martín Escriche