Netflix wanted to globally communicate its next big sports content: the docuseries of Spanish tennis player Carlos Alcaraz.

To do so, I wanted to make a powerful and relevant action that would create a lot of buzz, especially among tennis fans.

The action may or may not include the presence of Carlos Alcaraz, depending on the creative idea.

Although the lead market for the action was Spain, the idea had to have a global character, as there was foreign media bought in the United States.

At the end of a tennis match, the winner signs the camera. We used this to promote the new Netflix docuseries about Carlos Alcaraz hacking into dozens of TV channels during the Indian Wells tournament.

Instead of signing, he wrote cryptic messages that shocked the entire tennis world. First "N. See you soon", referring to the Netflix logo. Then "Tudum", the sound of the platform when starting any content. And finally "No more secrets". A last message that was complemented by the worldwide revelation with a campaign in networks and outdoors, where Alcaraz wrote "Game, Set, Netflix".

The campaign had two phases. The first was "unbranded" and the second one was “branded”.

An important thing for the first phase, as it was unbranded, was to choose the right tournament to activate. We chose Indian Wells because of its global character.

This first stage we would need the PR to come from the people, to create theories and feed the conversation on the networks. Generate a lot of mystery, and then reveal that it was really all a Netflix campaign to promote Carlos Alcaraz's upcoming docuseries.

Then, when everyone was talking about it, after the third signing we would unveil everything with an out-of-home and social media campaign. At this point we would send this together with a press release worldwide.

The idea took place at the US tournament in Indian Wells. However, as it was broadcast on television in all the countries of the world by different channels, the idea went much further.

On 10 March, Carlos Alcaraz defeated Auger-Aliassime. At the end, he wrote on the camera "N. See you soon".

In the next round, on 12 March, against Fabian Marozsan he won again. At the end he wrote "Tudum".

In the next match, on 14 March, he faced Zverev and won again. Finally he wrote "No more secrets".

On the same day, both on social networks and in foreign media in the United States and Spain, we launched a video where Alcaraz was seen signing "Game, Set, Netflix" unveiling the launch of his upcoming docuseries.

-We promote our content on 41 television channels, reaching more than 150 countries.

-1.2 billion impressions.

-We reached more than 20 million people.

-Trending topic during all the days of the activation.

-The campaign was mentioned in media outlets such as ESPN, Eurosport, Forbes, Sky Sports, The Times and many more.

-It had hundreds of reactions from different influencers and users on social networks (X, Instagram, Tik Tok, Reddit, Twitch...).

-Everything that was achieved was completely organic.