El marginal
Series
El marginal (2017-2022)
Building one of Netflix’s most enduring Latin American hits by evolving creative across five seasons.
(Strategy)
The strategy supported El Marginal across five seasons by continuously refining creative based on audience response. Image and video A/B testing informed what resonated most, revealing strong sentiment around beloved and infamous characters. Campaigns increasingly highlighted evolving character arcs and the series’ themes of social outcasts, survival, and loyalty to sustain regional momentum.
(Direction)
The creative leaned into the show’s gritty world while foregrounding its unforgettable characters. Campaign assets emphasized the cunning, fearlessness, humor, and unexpected heart found in dark places, with character-focused art and trailers evolving each season to reflect shifting alliances, rivalries, and emotional stakes.
(Results)
Regional Hit
Netflix #1
