Los Farad, Series Launch

Context

• Launch of Los Farad, an action-packed family saga set in 1980s Marbella following Oskar, a middle-class aerobics instructor pulled into a wealthy family's arms-trafficking empire.
• Brand-new IP, no source material to lean on, released into the most cluttered window of the year alongside multiple competitor heavyweights.
• Needed to land in Spain and travel internationally, without the safety net of a recognised franchise.

My role and scope

• Spain marketing lead for the launch, owned strategy, creative platform, partnerships, and PR coordination.
• Aligned Brand, Social, PR, Talent, Partnerships, and local teams across the launch window.
• Briefed and steered creative, media, and experiential agencies on a campaign that crossed advertising, music release, and live events.

Goal

• Cut through holiday clutter and establish a brand-new IP as a must-watch series in Spain and key EMEA markets.
• Use Miguel Herrán's star power as a recognisable on-ramp without leaning on it as a crutch.
• Build a campaign world rich enough to live beyond the launch week.

Strategy

• Anchor the campaign on one creative platform, 'Family is the most dangerous weapon', and let every execution ladder up to it.
• Make 80s Marbella a place audiences can step into, not just look at: stunts, pop-ups, music, and reality-TV crossovers.
• Use Miguel Herrán's visibility as the recognisable entry point, then quickly spread attention across the wider ensemble.
• Pair a premium ATL plan with always-on social and influencer collaborations to keep the conversation alive past release week.

Execution

• ¡Hola! magazine stunt: a special 80s edition portraying the Farads as a glamorous family, with the inside pages revealing the darkness, distributed in Madrid and Marbella.
• Club Candonga: an immersive 80s pop-up in Madrid recreating the show's club, with aerobic classes, giveaways and interactive moments. 234 visitors in a single weekend.
• Released 'Para papá', the fictional Tanya Farad single, on music DSPs with an 80s-style cover, and integrated it with Alexa so users could request the song by voice.
• Operación Triunfo crossover: cast visit, an 80s aerobics class on-set, and a movie-night livestream inside one of Spain's biggest reality formats.
• Fitness influencer Patry Jordan published a Los Farad workout for her 13M+ YouTube subscribers.
• Premium festive TV spots filmed in analog for 80s nostalgia, aired during the Christmas Lottery and King's Speech, followed by New Year and Reyes Magos social pills.
• Contextual OOH in metro stations, trains and shopping malls with location-aware copy ('Next stop: Puerto Banús', 'Travel to savage eighties'), backed by Vodafone, Orange, and Movistar amplification deals.

Results

• Most-watched Prime Video Original series from EMEA at the time of launch.
• Strong viewership across Spain, France, Italy, and Germany; IMDb 7.5.
• 88% positive social sentiment in the first 5 days, with explicit fan demand for a season 2.
• Club Candonga activation hosted 234 visitors in one weekend and generated organic content across TikTok, Instagram, and YouTube.