12th Avenue: How did we highlight community pride through the short film “LA DOCE”?
- Alejandro Mendivil
- Mar 6
- 2 min read
For years, 12th Avenue has been one of the most representative commercial and cultural corridors in South Tucson. Its family-owned businesses, its food culture, and the generations that have grown around this street are part of an identity deeply rooted in the city.
Over time, the public narrative began to drift away from that identity. In order to reconnect with the community, the conversation was reframed around a fundamental question: what truly sustains 12th Avenue?
This is how “LA DOCE” was born, a short film created for City of Tucson.
The production took place directly on 12th Avenue in Tucson, Arizona, with two days of filming and a four-person crew, including a director, producer, production assistant, director of photography, and camera assistant.
The approach focused on documenting the avenue from within the places where people work and gather, including local businesses such as BK Tacos, El Merendero, Ballet Folklórico de Alexa Zozaya, JPS Seafood, among others.
A visual language that reconnects with the community
Filmed in a 16:9 format, the cinematography was built around images rich in color and texture, aiming to reflect the energy of the places and the people who bring the avenue to life.
We highlight:
Close portraits of people and their trades
Spaces full of activity
Details of food, objects, and textures
Spontaneous human moments
The piece combines wide shots of the avenue with intimate close-ups, allowing the film to capture the essence of the community. The edit maintains a dynamic rhythm, with quick cuts that help sustain the film’s energy.
Sound and graphic design
The sound design incorporates music rooted in Latin influences, with an energetic and optimistic tone that accompanies the everyday rhythm of the avenue.
Visually, the project integrates colorful and expressive graphic elements, including bold typography designed to reflect the cultural diversity and the different backgrounds that coexist along 12th Avenue.
What truly sustains 12th Avenue
Through this short film, we highlight the resilience of the community and give visibility to the merchants, neighbors, and generations who have sustained this avenue for years.
The film reconnects Tucson with one of its most emblematic spaces, opening a conversation rooted in community pride and helping reactivate the relationship between the city and the avenue, inviting people to return, support, and shop locally.
“LA DOCE” serves as a reminder that this avenue has always shown up for its community, and that it represents a living culture that continues to move forward every day.
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