We communicate the launch of a Netflix content in a completely new and relevant way.Each of the clues attracted the attention and interest of people trying to solve the riddle behind the messages. Was it a message for another tennis player? Was it a sponsorship with another brand? Was it simply the player's own game?We hacked into other TV channels of our competitors that have similar content to what we were promoting.We turned a routine and protocol moment into an entertaining moment, with thousands of people waiting to try to find out what was behind the messages.

In all broadcast tennis tournaments there is a ritual at the end of the match; the winner of the match writes his or her signature on the camera lens.

-Carlos Alcaraz is one of the biggest stars in tennis today. At just 20 years of age, he is the youngest tennis player in history to reach number 1 in the ATP ranking. He has also won 13 titles, including two Grand Slams.

-Netflix will release a docuseries on the Spanish tennis player in 2025. The brief was to communicate the start of the filming of this.

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.

Netflix is entertainment and irreverence. And the strategy of the idea was to showcase both of those things. Promoting our new content in an entertaining way, but at the same time making it relevant and irreverent.

Since the campaign had to have a global character, we decided to realise the idea in Indian Wells, a major tournament with a lot of media coverage both in the United States and the rest of the world.

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 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.