Prime Video × ¡HOLA! Magazine

Context

• Prime Video was launching Los Farad, a new drama series set in 1980s Marbella following a family's rise in the international arms trafficking world. A new, unknown IP entering an oversaturated drama category, fighting for cultural permission to be talked about.
• Standard launch tactics, trailers, press, paid social, would have produced standard awareness. The series needed a launch act that matched its world: glamorous, indulgent, gossipy, deliberately ambiguous about what's real.
• ¡HOLA! is the cultural home of Spanish celebrity gossip. Its readers don't read it for ads, they read it to live inside the lives of beautiful, scandalous people. Exactly the territory Los Farad was already operating in.

My role and scope

• Led the partnership end-to-end: deal negotiation with ¡HOLA!, creative concept, editorial coordination, photoshoot direction, and the unbranded amplification plan.
• Owned the creative bet, a fully in-character editorial takeover with no Prime Video presence inside the magazine itself.

Goal

• Position a new, unknown IP as a cultural event in Spain, not a streaming launch.
• Differentiate the title in a saturated drama category by treating its launch as an act of world-building, not promotion.
• Reach mainstream Spanish audiences (especially female demographics) through editorial credibility rather than paid placement.

Strategy

• Hijack the format. Build a 10-page insert that looks, feels, and reads exactly like a real ¡HOLA! feature, only the family inside doesn't actually exist.
• Strip out branding from the editorial itself. Make readers do a double-take. Let the cultural confusion be the campaign, then bridge them to the show through ¡HOLA!'s own digital and social channels.
• Geographically concentrate: target the insert in Madrid and Marbella where the show is set, so the world of Los Farad collides with the world the readers actually live in.

Execution

• Produced a gossip-magazine-style photoshoot with the cast in full character as the Farad family.
• Designed and printed a 10-page fake magazine distributed as an insert within official ¡HOLA! issues in Madrid and Marbella.
• Cover: the Farad family at their Marbella villa in full 80s glamour. Inside: fashion spreads, gossip columns hinting at the family's real business, and fake period-accurate ads, none of which mention Prime Video or the series.
• Amplified across ¡HOLA!'s website and social channels, this is where the bridge to Prime Video and the launch was made, preserving the editorial purity of the print piece itself.

Results

• 25% increase in awareness, with high engagement skew among female target demographics.
• Over 1 million organic impressions across social media platforms.
• Los Farad ranked as the most-watched Prime Video original series produced in EMEA.