To launch the 3rd season of The Boys, Prime Video asked for a project that would engage the public on social media. The mission was to be part of the conversation of the target audience: male/female 18-55. As the investment was small, the idea needed to have the power to amplify the message.

We created a mural made to conspire. Made by muralist Apolo Torres, located at Beco do Batman in São Paulo, it gave clues to the plot. As new episodes became available, new clues were added to the mural, giving fans signs of what was to come. As soon as the mural was updated, fans started sharing their own theories and generating buzz around the next episode. The mural became a new cultural hotspot in São Paulo. And even the cast of The Boys and the showrunner Eric Kripke visited and signed the artwork.

To launch the 3rd season of The Boys, Prime Video asked for a project that would engage the public on social media. The mission was to be part of the conversation of the target audience: male/female 18-55. As the investment was small, the idea needed to have the power to amplify the message.

Over 3 months, the mural had weekly updates with clues from the following week's episodes. Oh, by the way, after the end of the contract, the owner of the location kept the mural for 8 months without charging. Free media.

We gave our public what they really wanted: easter eggs about the show, but in a very unusual way. We created an epic-mess of a mural full of clues about the plot. The public went crazy trying to decipher the easter eggs. They created mad theories on social media. The project was a huge success and achieved 650% earned media and, among other important results, +40 painted clues, +1600 theories posted, +90MM impressions.