The Ask

the team at Netflix wanted to celebrate the second season of Luis Miguel in a big way. the star’s 51st birthday was only one day after the second seasons release, and we wanted to celebrate that. the digital & social team at BOND* ideated through many rounds of possible partners, landing on the best collaboration for the show.

Luis Miguel is known as “El Sol de Mexico” or the Sun of Mexico. we reached out to NASA in hopes of working with their team to highlight the parallels between the Sun in our solar system and the sun of Mexico himself.

The Creative

the creative campaign consisted of daily instagram in feed creative, weekly reels to tease the next episode, along with our NASA stunt.

In our collaboration with NASA, we hosted a 51 hour live stream of footage of the Sun, in honor of his 52nd birthday. Using songs exclusive to season two, we played our 12 minute video on continuous loop until we hit the 51 hour mark. Simultaneously, twitter handles for Netflix, NASA Sun, NASA and Luis Miguel la Serie were asking each other questions about “the sun” through a limited reply twitter thread. Companion assets were cross promoted to garner additional awareness for the stunt.

The Team

creative: brad burris, noah estep, michael yanoska, juliet brooks

producers: nicole blitstein, ty budde

strategy: nicole stetter, pete soldinger

client: joel barrios

technical support: jason burrichter, cameron quinn

*additional mentions: both the key art and av teams at BOND contributed to additional parts of this campaign.