In a category 100% visual, an artist with only 16% vision was able to create a poster for a Netflix show. Why? ‘Cause the protagonist of that show 'All the light we cannot see' is a young woman with visual impairment, portrayed by an actress who shares the same condition in real life. Showcasing that series aren't merely watched, but also felt on a deeply emotional level, we crafted a sensory experience where María del Carmen Torres, an artist from Colombia interpreted the series to design for the first time a poster for a Netflix title.

No.

The release of the series 'All the light we cannot see' arrived to Colombia but faced with so much competition due to all the content available on platforms nowadays, we had a great challenge in making it relevant to people, as most titles go unnoticed, especially when it comes to foreign stories that lack a cultural connection with the country.

Situation:

The protagonist of the series was portrayed by an actress with visual impairment, something that doesn't typically happen in leading roles, as they are usually given to individuals who haven't had to live with the characters conditions in real life.

Brief:

Compiting with so many titles on the streaming platforms, how could we motivate people to watch this series with so many options of content nowadays that are more relevant to Colombians?

Objectives:

To place 'All the light we cannot see' as #1 most viewed series in Colombia.

The main character of the Netflix new series 'All the light we cannot see,' was a French woman with visual impairment, who lived in France during the Second World War and through her senses she discovered a beautiful world.

To launch the new series we didn't use the image of the main characters as entertainment industry usually do. For the first time, María del Carmen Torres, an artist with visual impairment designed the series poster through a work of art, which she made using her senses. To do that, we created an experience room where she interpreted the series listening to the description of the places an characters, touching elements from that era, and smelling things as iron, smoke, bread among others. Finally, this artwork was unveiled in out-of-home advertising, digital pieces, and in free press.

1- We created an experience room where María del Carmen Torres could interpret the series with her senses. She could smell representative elements of World War II and the era; she also touched a model of the city of Saint Malo where the story took place and listened to descriptions of the characters and places. All of this was done to create the poster for the series, which was then launched.

2- The entire experience was captured in a content video that was shared on Netflix's social media channels.

3- The poster that María del Carmen created was displayed in OOH (Out-of-Home) pieces and in press releases to promote the series.

4- Media outlets covered the news and this entire experience.

- The series was #1 during three weeks in Colombia

- +20M views

- +11M interactions

- Positive sentiment increased 133%