“El Señor de Los Cielos” is an Emmy-winning Mexican TV series based on the life of Amado Carrillo, the head of the Juárez drug cartel. With over 300 episodes jam-packed with salacious content, the show proved too spicy to be broadcast in full on open TV.
When Netflix acquired the show, we had to let US Hispanic fans know that they could finally see it in all its uncensored glory: sex, violence, and offensive language included.
As part of a cross-functional trio, I concepted, developed, and produced this online video campaign in record time. The idea: to showcase the main actor’s character evolution through a series of match-cuts, building the edit around his very famous face and classic catchphrase, “¡Arre!”
The tagline "No te la vas a acabar" leaned into Mexican slang, daring viewers to make it through the entire series, while hinting at just how explosive the uncensored content was. The obsession lives on.
ECD: Fabio Costa
ACDs: Carmen Love + Javier Castillo
Creative Technologist: Marcelo Duende