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.

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. 👏🏻