Netflix, a global leader in entertainment streaming, wanted to bring Ayrton Senna’s incredible story to audiences worldwide through its eponymous new series. The goal was to connect with both Formula 1 enthusiasts and viewers who may not have been familiar with the legendary racer. We aimed to convey the drama and intensity of Senna’s life—both on and off the track—in a way that felt fresh, culturally relevant, and captivating to younger generations. The campaign’s cornerstone was a bold, innovative approach that showcased Netflix’s ability to push storytelling boundaries.

Drawing inspiration from Senna’s iconic 1990 Monaco lap record of 1:21.314, we compressed an eight-hour series into an electrifying 1:21.314 edit. Every second of the clip was meticulously synced with the rhythm of his record-breaking drive, distilling his life’s highs and lows into a gripping, pulse-pounding experience. The complexity behind this cut was formidable—requiring analysis of 19 curves, over 50 gear changes, 3337 meters of track, and 2245 individual editing clips and layers. Designed to be consumed in a flash yet rich with detail, the edit introduced audiences to Senna’s relentless intensity in a way that was both thrilling and concise. The campaign launched simultaneously on live TV and social media, leveraging social amplification to generate immediate intrigue and excitement.

To spark conversation online, the campaign leaned into modern viewing habits. Senna’s Cut was expertly crafted to provoke reactions from viewers, including creators who dissected its frames and highlighted pivotal details. Their unique perspectives and intriguing theories, informed by their own knowledge of Senna’s career, sparked a ripple effect as audiences joined the conversation. A live premiere event added a layer of excitement, featuring Formula 1 drivers, journalists and influencers who amplified the campaign’s reach even further. By blending local cultural relevance with global storytelling, the campaign connected with audiences on multiple levels, driving audience engagement and bridging the gap between niche content and mainstream appeal.

The campaign redefined how a story could be told, making Senna’s life accessible and engaging for both new and existing fans. By transforming a long-form series into a fast-paced, pause-worthy format, the campaign captivated younger audiences while sparking conversations across social media. The audience engagement extended beyond the edit itself, positioning Netflix as a brand that successfully blends cultural relevance with modern consumption habits. The campaign proved that creative innovation can make even niche stories resonate on a universal scale.

To be relevant is to be social. As a social AOR, we create social playgrounds as the go-to destination for brands’ audiences, generating meaningful content with a sharp editorial point of view. We focus on being part of the real and authentic everyday conversations that define the social role of brands today. By providing tools that brands need to foster authentic, meaningful conversations and communities, we help them not only keep up with the accelerating pace of culture, but truly lead within it.

With a global presence spanning across the globe, KFC is primarily known for its signature fried chicken. In Mexico, the American brand has firmly established itself as a beloved fast-food chain, with its unique menu and the Colonel’s secret recipe serving as key elements of its brand identity. However, in 2022, the brand ought to introduce a brand-new product to the country: the Kentucky Chicken Sandwich. To generate curiosity, intrigue and conversation surrounding this new creation, we devised an impactful social-first campaign that taps into the power of freestyle rap battles, known as “rooster battles” in Spanish—a perfect match for a chicken-centric brand.

When it comes to driving interest from a specific audience and creating something meaningful for them, partnering with the experts adds an invaluable touch of authenticity. With this in mind, we joined forces with renowned Mexican rapper Aczino, who composed an original song about the Kentucky Chicken Sandwich. We then invited everyone to follow his steps with a simple challenge: craft your finest rhymes and receive a 30% discount. In no time, the initiative sparked a rap frenzy across restaurants, drive-throughs, and social media platforms—amassing over a hundred million views and turning KFC into a three-day trending topic.

To amplify the campaign far and wide, our film experts produced a series of promotional music videos starring Aczino. We seamlessly incorporated the artist’s visual identity into the videos, blending it harmoniously with KFC’s signature color palette. This approach, combined with a powerful social strategy, proved to be the perfect recipe for viral success on TikTok. As fans were inspired to showcase their freestyle skills, professional rappers organically joined in, adding to the momentum. Brands across the world replicated the challenge, too, leveraging freestyle to promote cars, nails and even real estate—thus generating a snowball effect that made this KFC launch their most successful to date.