Pull Music, The Perception Make Philly’s Hispanics ‘Indivisible’

To mark Hispanic Heritage Month, which ends in mid-October, Visit Philadelphia, the City of Brotherly Love’s official tourism and visitors information website, unveiled “Indivisible,” a unifying campaign created by  the Philly-based creative agency The Perception that reframes heritage not as a choice but as an inseparable part of identity. The campaign's creative approach emerged from a powerful discovery: when translating The Pledge of Allegiance, one word remains unchanged in both English and Spanish: “indivisible.”

This linguistic bridge became the foundation for celebrating Hispanic Philadelphians whose lives embody this concept daily. Print and film executions balance these dualities, with people offering sentiments like this: “We grew our branches and kept our roots. We built our legacy and kept our traditions.” The work underscores a powerful truth: that being Hispanic and calling America home are not opposing forces, but one indivisible whole.

The campaign was brought to life through a short video produced by Applebaum Films, directed by Jon Walley, with photography by Justin Muir, and custom music composed by Pull (NYC), amplifying the emotional weight of the message. By tying the work to Philadelphia’s historic role in shaping the country’s founding ideals, Indivisible connects cultural pride with civic belonging, positioning the city as a stage for stories that redefine what it means to stand together as Americans.