Selena
Agency: Little Spain, Media Monks, Remezcla. Role: Creative Director, Client co-lead.
Honoring the Queen of Tejano Music
Selena Quintanilla’s dream was to make music that celebrated her Latin heritage and Mexican-American upbringing, ultimately creating a lasting legacy in Tejano music. Our campaign honored her journey, blending in-depth editorial content with TikTok challenges that engaged fans globally. The series sparked cultural impact: Selena’s Spotify streams soared by 260%, global search interest on Google surged by 1600%, and in 2020, she ranked as the third-most Googled woman in Latin or Spanish music worldwide.
Introducing Christian Serratos as Selena Quintanilla
A big part of the conversation after Netflix first announced the series was around Selena’s casting. Once we found our star, we wanted to make sure to introduce her to fans the best way possible, so we created a dreamy piece that blurred Christian’s and Selena’s worlds. Over 500 media publications highlighted the resemblance.
An editorial strategy that fueled fandom
From the moment we announced the cast, we gave fans a peek behind the curtain of Selena’s world, and kept developing an editorial strategy that touched a wide range of themes: from Selena’s music and fashion, biculturalism, and Tejano history. Check the series’ Intagram.
We revisited Selena’s nostalgic infomercials from the 90’s and reimagined the 1-800 number so fans could get free sticker packs and original content via Whatsapp chat.
A Tik Tok Challenge had everyone dancing, literally breaking the Guinness World Record for most uploads of lip sync videos of the same song in an hour.
A campaign true to her legacy
Across the promotional materials, we used Selena’s famous autograph as the key visual, updating the look to a more contemporary style.
Lastly, a partnership with LatinX artists brought to life Selena murals in LA, Miami, Houston, Mexico City, and Monterrey.
Media
Buzzfeed: The First look at Netflix’s Selena is here. Get here quicker, 2020.
Vulture: Netflix’s Selena: The Series Trailer Will Have You Seeing Double
New York Post: Christian Serratos looks stunning as Selena in Netflix series
The Daily Mail: Jennifer Lopez 'can't wait to see' new Netflix series about Selena Quintanilla...