I LOVE MICHELADAS - FIRST FRIDAYS

We’ve proudly partnered with I Love Micheladas for over two years, documenting the growth of First Fridays from a gathering of 70 attendees to a full-blown event drawing over 3,500 partygoers each month.

Click to see the full story!

Woman holding a pink birthday cake with sparklers, smiling, at a celebration event with colorful neon signs in the background.

  • In early 2023, the Lopez family approached us with a clear goal: to reignite excitement around their family businesses — Guelaguetza and I Love Micheladas — and to build a stronger visual presence across social media. As they relaunched First Fridays, one of L.A.’s most vibrant monthly events, they wanted to authentically capture the heart and hustle behind it all — and grow a true community around micheladas and their Oaxacan roots.

    Our team was brought on to document First Fridays through photo and video content for Instagram and TikTok. This also includes pre-First Friday photoshoots for sponsors such as Don Julio, Hija De Tu Madre, Bella Dona, etc.

  • From the very first day we sat down with the López family, our goal was to truly understand their story — not just the businesses, but the heart behind them. We asked about Oaxaca, the food, the culture, and what I Love Micheladas and Guelaguetza meant to them as a whole.

    From there, we crafted a content strategy that not only elevated both brands but also naturally wove in each sibling’s unique voice and role within the businesses.

    It wasn’t just about showcasing the party — it was about telling the real story. Through video, we spotlighted the behind-the-scenes challenges of growing a grassroots event, amplified attendee testimonials, and highlighted the community of people who make First Fridays what it is today — from DJs and vendors to family members and day-one fans.

  • When we joined the López family for the return of First Fridays, the event welcomed around 70 attendees — intimate, full of potential, and rooted in community. Since then, it's grown into one of Los Angeles’ most anticipated monthly events, now drawing over 3,500 people from all over the city who don’t want to miss out on the fun.

    From bandas and DJs to tattoos and micheladas, the party is bigger — but the heart remains the same. Through storytelling and video, we helped spark a real sense of “FOMO”, capturing the community that make First Fridays unforgettable.

    If the goal was to make First Fridays feel like the one event you have to be at, we’re proud to say: mission accomplished.

    However, we also have to celebrate the amount of time their team has put into these events, to make it what it is today. 👏🏻

THE PARTNERSHIP

  • Two women are DJing at a nightclub with a digital screen behind them displaying colorful text and graphics. The woman on the left has short, curly hair, is smiling, wearing a black crop top, denim jeans with colorful circular embroidery, and headphones around her neck. The woman on the right is wearing a cowboy hat, has long, braided hair, and is pointing with her right hand while operating DJ equipment with her left hand.

  • People celebrating at a party, some holding drinks and a DJ playing music with a sign saying "I Love Micheladas."

  • People celebrating at an I Love Micheladas party with confetti falling from the ceiling, some holding phones and drinks, in a lively indoor setting.

  • Woman in a cowboy hat, floral jacket, denim skirt, holding a bottle labeled 'I Love Michelladas,' standing outdoors on a sunny day.

  • Allie Rock standing at a DJ booth wearing headphones, illuminated by colorful stage lights in a nightclub or concert setting.

  • A young woman with blonde hair, wearing a white tank top with red text, is standing on the shoulders of a person in a crowded nightclub. She is smiling with eyes closed, holding a drink in her right hand, and has a black purse with a red and white item inside. The scene is lively with many people and bright lights in the background.

  • People celebrating at a sports event, with one person wearing a Dodgers jersey and a cap, holding a fan, smiling with eyes closed; others nearby also smiling, holding drinks, and raising hands, with a colorful sign and stage lights in the background.

  • A man and woman dancing at an outdoor night party under colorful lights. The man has a beard and is smiling, holding a drink, and wearing a brown shirt. The woman, partially visible, has brown hair, is wearing a white vest and black top with a belt, and is facing away from the camera. There are other people in the background enjoying the event.

  • A young woman smiling and dancing at a party with colorful lighting and other people in the background.

  • Que Madre, a female DJ with blonde hair, wearing headphones, performing at a crowded nightclub with bright stage lights and a dancing audience.

  • A young woman smiling and raising her hand while riding a mechanical bull at night, with colorful neon signs and bright lights in the background.

  • Two women with dark curly hair lying on a red inflatable bounce house, smiling and laughing, with a man in the background.

  • A woman in a white shirt and blue cap holding a phone, smiling, with a man in black clothing sitting at a table and a large screen in the background displaying a cartoon chicken related to Chick-fil-A.

  • A person wearing black gloves and a blue long-sleeve shirt is frying churros in hot oil in a commercial deep fryer. The churros are golden brown and elongated, with some already cooked and others still frying.

  • People dancing and enjoying at a concert or festival with a bright blue stage screen, colorful lights, and a sign that says 'I Love Micheladas'.

  • People dancing at a party or festival with colorful lights, wearing fun costumes including a man with a large red piñata costume and a woman with a white cowboy hat.

  • Man grilling asada taco meat on a barbecue grill at night, wearing a black cap and an orange shirt.

  • Group of women having fun at a nighttime outdoor event, smiling and taking selfies, with some holding drinks and wearing casual clothing.

  • Birthday cake decorated with cartoon characters, cherries, and four candles, held up in a crowded party with colorful lighting.

  • A woman with red hair and a leopard print top holding a drink with a straw, standing behind a metal barricade at night, with a large inflatable advertisement for Sojucha beer featuring Korean text and the phrase "L.A. Inspired Souj Cocktail" visible in the background.

  • Performer singing into a microphone during a concert with vibrant stage lighting.

  • A person wearing a white tank top and denim shorts is placing bottles of hot sauce into a red cooler. The bottles are labeled I Love Micheladas. The person has a sleeve tattoo of a heart on their arm and a belt with a large decorative buckle.

  • Woman dressed in cowboy boots and a wide-brimmed cowboy hat, sitting on the ground outside near a red YETI cooler filled with bottles of I Love Micheladas Mix, with a background of trees and a clear blue sky.

People in a warehouse surrounded by shelves of stacked products, holding drinks, engaging in conversation, with subtitles celebrating overcoming odds as a first-generation Latino family.
Group of four friends celebrating at a party, holding drinks and smiling, with text overlay about hosting parties every first Friday to introduce the I Love Micheladas Mix.
A person placing cans of La Soju Korean beer into a cooler filled with ice, with text overlay reading 'for our Sojulada' on an Instagram Reels video.