TurboTax asked us to adapt their “Genius” campaign for the Hispanic market, and instead of just translating, we built our own version from the ground up. We found our Hispanic “super inteligentes” and “mega cerebros” with the kind of warmth, wit, and relatability that made the campaign feel fresh, fun, and culturally true. Same concept, different brains. And this time, they spoke the language, in more ways than one.