Cada Paso

Client: VISA

Agency: Leo Burnett

Production: Dark Barrel Media

Location: San Francisco

In this inspiring spot, NFL lineman Isaac Alarcón retraces the powerful journey of perseverance, pride, and purpose that brought him from Monterrey, Mexico to the global stage. Set against the urban backdrop of San Francisco, “Cada Paso” (Every Step) explores the deeper meaning behind each stride toward greatness—both on and off the field. Produced by Dark Barrel Media for Leo Burnett and VISA, the film blends cinematic visuals with raw, grounded storytelling to highlight Alarcón’s drive and cultural roots in a way that resonates far beyond the game