Netflix wanted to carry out one of its first brand campaigns in Spain after years of focusing exclusively on communicating its new releases. Therefore, they thought it was time to build a concept above the content and give the brand a layer of emotionality and tone that would allow it to distinguish itself from its competition at a time when all platforms are focused on the short term, offering new releases and new products week after week.

The main objective of the campaign was to evolve Netflix's brand and position it as a leader in terms of the variety of emotions it offers to the viewers we all carry inside us through its wide range of great movies and series.

It was crucial to find a "Norma" who had the range to play many versions of herself - a Norma who was completely lost inside. Every different facet of Norma needed to be inhabited convincingly by our lead actress, and exhaustive, multi-country casting efforts were undertaken to do so.