Prime Video × Sitges Film Festival

Context

• Prime Video was launching Romancero, a new horror fantasy original series in Spain, entering a genre with a fiercely devoted, taste-driven audience and crowded with established titles fighting for attention.
• Sitges Film Festival is the unofficial industry seal of approval for horror and fantasy in Spain. Press, talent, distributors, and superfans converge there. Showing up well at Sitges signals genre seriousness; showing up badly signals the opposite.
• The brief: turn the festival into Romancero's credibility-building launchpad, earn permission from the genre community first, then translate that into mainstream launch momentum.

My role and scope

• Led the sponsorship strategy, partnership negotiation, and on-the-ground activation end-to-end.
• Coordinated PR, talent, creative, OOH, and the festival organisation to land a single, concentrated, high-impact moment around the title.

Goal

• Position Romancero as a serious genre title, not just another streaming drop, by anchoring its launch inside the festival's editorial credibility.
• Generate concentrated press, influencer, and tastemaker buzz in the launch window to seed downstream coverage.
• Showcase the artistic and production value of the series to the audiences most likely to evangelise it.

Strategy

• Make the festival the validation moment, not a media buy. Lead with editorial respect, screenings, talent presence, press access, before any branded surface.
• Engineer concentration over coverage: one focused, high-quality presence in the right room beats spreading thin across the festival.
• Bridge cultural credibility to commercial reach by negotiating high-impact OOH inside the festival footprint plus print insertions in the official festival magazine.

Execution

• Organised an official Romancero screening at the festival with director and cast in attendance.
• Hosted a press conference engaging top-tier press, talent, influencers, and tastemakers, concentrated in a single window for maximum signal.
• Negotiated impactful OOH placements across the festival area and print insertions in the official festival magazines, dominating share of voice in the venue itself.

Results

• Generated 121 articles in media from the festival's first announcement through the activation window.
• Heightened awareness and buzz around Romancero among the genre industry professionals and tastemakers most likely to drive word-of-mouth at launch.