Downtown Los Angeles is under curfew as military vehicles rumble down Olympic Boulevard and protests continue across the city.
At LA’s ad agencies—particularly those led by and built to serve the Hispanic community—the fear is both intense and deeply personal.
Since June 6, when the U.S. Immigration and Customs Enforcement (ICE) launched coordinated raids across LA and into Orange County, dozens of undocumented immigrants have been detained at worksites including warehouses, car washes, and Home Depot parking lots.
Meanwhile, hundreds of demonstrators have taken to the streets, protesting what they describe as racially motivated attacks on Hispanic and immigrant communities.
In a federal intervention not seen since the 1992 Rodney King riots, National Guard troops have been deployed—without the governor’s request—to support ICE operations. As of Friday morning, June 13, President Trump has maintained temporary control of the National Guard in LA, after an appeals court ruling the night prior. Officials have indicated that the military-backed raids could continue for up to 60 days.
“They are us,” said Marina Filipelli, CEO of LA-based creative agency Orci, of those being detained. “They are our neighbors, our friends, and our family members. It’s really close to home.”
The situation, she said, has “shaken us to the core.”
“This is about humanity,” Filipelli continued. “Everyone deserves, in our country, to be treated with a certain level of respect and with due process.”
Here’s how LA’s advertising scene is responding to the situation on the ground.
Addressing Staff Needs
When the raids began, Orci, which was founded by Mexican American immigrants in 1986, immediately addressed staff and offered the option to work remotely, despite the agency’s two-day in-office policy. Those who wanted to come in were invited to an open forum to talk about how they were feeling.
“We’ve always heard from people that come from other agencies or other workplaces that when these things happen, [they] feel very alienated when they go to work,” said Filipelli.
Acento, another LA-based agency founded by Mexican immigrants, is also allowing employees to work remotely, as many have to cross curfew zones or navigate public transit to get to work. The agency has an internal channel where team members share news and resources, and which offers safe space to connect.
“We enjoy that kind of culture of flexibility, but also mutual support,” said Acento CEO Donnie Broxson.
Casanova//McCann, based in Costa Mesa, has remained open, but employees don’t have to come in. While most staff are legal residents or citizens, many still carry paperwork with them daily.
“We’ve continued to remind people: keep your paperwork with you at all times,” said CEO Ingrid Smart. “It’s sad that we have to do that, but better safe than sorry.”