Former Warner Bros Discovery senior exec Christina D. Sarnoff has launched her own banner with a focus on multicultural storytelling for the Hispanic market.
Sarnoff, a senior manager of brand creative solutions at the major studio, left WBD in April. She told The Hollywood Reporter Sarnoff Media Co will look to “empower the multicultural community, with a focus on the U.S. Hispanic community, through purpose driven entertainment, where brands have a seat at the table from development.”
Her new company will kick off with Ponce, a Latino singer and actor, nabbing a lead role in Vacaciones (Vacation), a new take on the iconic National Lampoon brand to be produced as a comedy adventure with National Lampoon and Danny Roth’s RNR Media.
“Cristina’s entrepreneurial leap into creating a media company dedicated to authentic multicultural storytelling is a game-changer,” Roth, who is in Cannes this week along with Sarnoff to shop the National Lampoon comedy project, said in a statement. “Vacaciones is the perfect example of how she’s honoring cultural nuances while opening new doors for brands to connect with audiences in an organic, meaningful way.”
As Sarnoff targets Hispanic audiences, she is undeterred by U.S. President Donald Trump pushing back on Hollywood’s Diversity Equity and Inclusion (DEI) programs and possibly steering marketers clear of an expanding audience. “The notion that the Trump administration could derail multicultural storytelling ignores the undeniable economic and cultural force of diverse audiences. Multicultural consumers, especially Hispanic audiences, aren’t a niche,” Sarnoff said as she points to Hispanic audiences as part of a $4.5 trillion multicultural market.
“Advertisers and studios aren’t chasing trends. They’re chasing dollars, and those dollars flow where authentic, purpose-driven narratives resonate. The administration’s stance on DEI might make headlines, but it can’t rewrite market realities,” Sarnoff added. She is also looking to give Hispanic creators and marketing brands expanded opportunities to connect for added production resources and global market reach.
“Multicultural audiences are the backbone of today’s consumer landscape, driving box office numbers, streaming subscriptions, and brand loyalty. Multicultural storytelling isn’t a checkbox. It’s a competitive necessity, and no political posturing can change that,” Sarnoff said.
For Sarnoff, Carlos Ponce will also host Star Crush, a game show where each episode features a celebrity facing three fans vying for a chance to win an unforgettable date. And Ponce voiced the role of Papa Abascal in the family animated series MariVi, created by Maria Twena and centered on a first generation Cuban-American girl who navigates two cultures.
Sarnoff’s inaugural slate includes work with actor-producer Jay Ellis (Insecure, Top Gun 3) on Jay Ellis’ Black BarMitzvah and other series to be developed and produced for brand integration with advertisers.
