Campaign Chemistry Campaign Chemistry: Edgardo Miranda-Rodriguez, creator of La Borinqueña
What happens when a Puerto Rican superhero steps off the page and into the heart of a social movement?
For Edgardo Miranda-Rodriguez, creating La Borinqueña wasn't just about drawing capes and powers; it was about addressing a profound void in the stories we tell. As a graphic novelist and advocate, Miranda-Rodriguez has woven the real-world struggles, culture and resilience of Puerto Rico into a narrative that resonates across generations.
In this episode, we explore the intersection of art, empathy and philanthropy. Miranda-Rodriguez shares how his commitment to authenticity has led to over a quarter of a million dollars in grants for Puerto Rican nonprofits and why he believes artists have a responsibility to be champions of diversity. The conversation also discusses the similarities with Bad Bunny’s role in mainstream culture and seamlessly incorporates Puerto Rican narratives into his music in a similar fashion.
From the dominance of manga in the West to the ethics of brand collaborations and the importance of maintaining independence, Miranda-Rodriguez provides a master class in connecting with the Latino community and using storytelling as a vehicle for genuine social change.
The sound bite
"I follow the news. I follow the stories."
The key takeaways
- To move beyond performative representation, storytellers must immerse themselves deeply in the culture. Miranda-Rodriguez is constantly listening to local news, debates and public radio such as Radio Universidad to stay in tune with the latest in Puerto Rico. Marketers trying to reach specific communities must immerse themselves in that culture rather than relying on surface-level assumptions.
- Purpose and profit do not have to be mutually exclusive. Social responsibility shouldn't be an afterthought or a PR stunt to make a company look “less greedy.” Miranda-Rodriguez uses an entrepreneurial and philanthropic model where a portion of sales directly funds the La Borinquena Grant Awards to support nonprofits.
- Embrace nuanced intersectionality. The Latino community is not a monolith; it includes Asian, African, mestizo and white backgrounds. Miranda-Rodriguez intentionally designed his main character to be a Gen Z Afro-Latina to counter Eurocentric media portrayals and represent the underrepresented.
- Integrate real-world issues organically. Miranda-Rodriguez weaves actual social and economic issues — such as climate change, privatization and the Jones Act — naturally into his superhero plots. Brands should align with social causes in a way that feels organic to their narrative rather than forcing a heavy-handed history lesson.
- Partner strictly on shared ethical values. When choosing brand collaborations, Miranda-Rodriguez requires partners to have an ethical approach and to embrace equity organically. He protects his IP by rejecting lucrative offers from brands that approach him with disingenuous motives.
- Create mutually beneficial synergies in collaborations. A successful partnership elevates both parties. The Chocolate Cortés Campaign featured La Borinqueña on its wrappers, while the comic highlighted the chocolate brand's farm-to-table practices and charitable foundation.
- Adapt to audience shifts while keeping your core identity. Recognizing that younger generations (Gen Z and Gen Alpha) gravitate toward manga over traditional Western comics, Miranda-Rodriguez adapted his work into a "manga criolla" format. He leveraged his own experience with manga and its role in Puerto Rican culture and history to seamlessly connect both worlds.
- Acknowledge and leverage your privilege. Miranda-Rodriguez openly acknowledges his "light skin privilege" as a lighter-complexioned Puerto Rican man, using his platform to champion diversity and push narratives of equity not often seen in mainstream media. Marketers should assess their brand's position and leverage it to uplift marginalized voices.
- Authenticity doesn't require a massive corporate budget. A multibillion-dollar corporation is not vital to produce high-value, impactful content. An independent, small studio can create authentic stories and secure mainstream coverage by being unique, accessible and deeply connected to its mission.
Music - Take you Out by Lucid Tides, courtesy of Triple Scoop.
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