Need Pastel is an indie agency rooted in culture and celebration. Founded by Adrian Hernandez in 2021, the agency grew from his previous project “Doug Primo,” a viral platform spotlighting Latino culture. With strong creative and cultural chops, Need Pastel now works with major clients by making campaigns that genuinely connect with people. Miguel Ixta and Jennifer Baltazar round out the leadership team, bringing experience and a deep commitment to culture-forward strategy. From social-driven work to brand activations, they specialize in storytelling that feels real and relevant. “We’re rooted in realness,” says Ixta, with work that’s joyful, thoughtful, and deeply aligned with the communities they represent.
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What the Agency is Best Known For and Strengths
Hernandez explained the agency came from his viral Latino culture project “Doug Primo,” which led to work with major artists and brands. “In 2021, I quit my job and went full-time with Need Pastel,” he said. Ixta added the name came from cake being central to every celebration: “We all need pastel.”
Hernandez said they’re known for “creating campaigns that connect with people in an authentic way.” He pointed to their deep understanding of Latino, Gen Z, and hip-hop culture, and their network of creators that gives them real amplification power. “We’re creators ourselves,” he said.
They excel at culture-rooted campaigns, sharp strategic thinking, and community-based amplification. “We’ve got a sharp strategy and we back it up with insights and case studies,” said Ixta. They customize messages by region—“It’s different in New York than it is in L.A.”—and ensure authenticity across markets.
Why Independence is Important
Ixta shared, “Being indie means we get to pick the projects we’re passionate about.” Baltazar added that independence allows them to grow in a meaningful way: “There’s so much room for growth as an agency—and that’s the most exciting part for me.”
Why Brands Should Work with the Agency
Hernandez said, “We help brands stand out and cut through the noise.” Ixta added, “A lot of brands want to talk to people like us—we live the culture every day. That’s our secret power. Our work is rooted in realness.”
Why Talent Should Consider the Agency
“We let people bring their ideas to life and have fun doing it,” said Hernandez. They work lean, they’re collaborative, and they believe in creating work with impact. “We let people fly,” he added.
Weirdos, Misfits, or Underdogs?
Baltazar answered first: “All of the above.” The group agreed they identify most with being underdogs. “We come from communities where our voices weren’t always heard,” said Baltazar. “Now we lead conversations and push the culture forward.”
The Marketer and/or CMO They Want to Say Hello To
Baltazar said Netflix: “We’d love to bring exciting ideas to the table.” Ixta called out AB InBev. Hernandez picked Airbnb: “They’re pushing the boundaries, and that definitely aligns with what we do.”
Agency Site
Contact
Email: info@needpastel.com
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Doug Zanger is the founder and editor-in-chief of Indie Agency News. He is also the founder of the Creative Bohemian consultancy, lives in the Pacific Northwest and is insufferable about it.
