Tejiendo Mexico (Weaving Mexico) is the name of an ambitious ongoing branding and storytelling cultural project created by Marcella Echavarria for Lincoln Mexico. Tejiendo Mexico semantically extends to various ways of "weaving" or "intertwining" views about being Mexican from various angles such as food, fashion, design and photography, among others. The series, with presence in leading publications and on the brand’s social media platforms, seeks to promote local talent and views that value authentic culture and lifestyle. The stories have content about the places, the creators, the inspiration, the unique look and the local point of view of each participant. Tejiendo Mexico linked three key products: Aviator Plug-in hybrid, Navigator and Corsair with the values promoted in the series: sustainability, creativity, local roots and definitions of new luxury.

Here is the channel for Tejiendo Mexico Fotografia

Here is the channel for Tejiendo Mexico Moda

Here is the channel for Tejiendo Mexico Gastronomía