The Ask: Promote the streaming service in arresting ways that would make people think, “Only Netflix can do that.”

The Solution: For each of these three projects, we started with the fans. For La Casa de Papel, we knew music was a huge passion point. So we made a referential music video starring rising Latinx star Becky G. For The Sandman, we knew that folks had been waiting patiently for decades for the adaptation. So we gave them a special treat they weren’t expecting: a star-studded sleep podcast. For lovers of all things spooky, we knew that the occult was endlessly enticing. So we created a custom Netflix-branded tarot deck and astrology quiz to delight them for Halloween.