Ugly Primo is an online virtual personality and puppet created in 2018. Through social media, Primo became an ambassador and connector of Latino culture through the creation of art and music expressed with a culturally relevant and humorous approach. His work often includes pop culture references that give broader audiences access to Latino culture. Behind the success of Ugly Primo is Adrian Hernandez, Founder & Creative Director of Need Pastel, a branding & creative strategy company who has designed for Bad Bunny, Coachella, Lovers & Friends, When We Were Young and Tropicália music festivals, to name a few. As a collective, Need Pastel is focused on creating authentic campaigns, concepts and designs that leave a lasting impression and push culture forward.