Togo
Film
Togo (2022)
Launching Netflix’s first Uruguayan original by framing a local survival story as a gritty modern neo-western.
(Strategy)
The strategy introduced Togo as Netflix’s first original film from Uruguay while positioning it as a tense neo-western with universal stakes. It highlighted the fearless heart of its outsider protagonist and the theme of defending one’s territory, while leveraging the reputation of writer-director Israel Adrián Caetano following the success of El Marginal to drive regional credibility and discovery.
(Direction)
The creative leaned into the film’s slow-burn tension and rugged neo-western tone. Campaign assets centered on the solitary strength of Togo defending his corner of the city, using stark compositions and restrained pacing in trailers to emphasize atmosphere, danger, and the character’s quiet defiance.
(Results)
Surprise Hit
Netflix Top 10
