El Chapo
INTRO:
Univision called on The Many to build a full social campaign for their original series “El Chapo”. The series and all the creative are 100% in Spanish and comprised of over 200 assets.
Univison was a dream client and this afforded our slim team carte blanche on all the content we were able to produce. From Lucha Libre posters, real-time content based on real events, and building mock narco tombs shot with a 3D camera nothing was off limits with them.
As the director of design I led a team of designers, directors and jr writers working closely with the creative director.
Logró crear su imagen de poder a costa de las vidas de muchos. #ElChapoTV, este domingo a las 9PM ET/8C /8PM PT por Univision.
Posted by El Chapo on Friday, May 19, 2017
Drug War Canvas
Individual main character portraits were created using the elements that made them who they were. For example to create the portrait of a character that was greedy we used money to construct his face. For another we used gun smoke because he was always quick to resolve things with a bullet. And for El Chapo we used blood because he is the one with most blood on his hands.
Drug Lucha
There were constant power struggles between the characters of El Chapo. In order to highlight this, we used another iconic element of the Mexican culture “Lucha Libre” by creating Drug Lucha Posters.
After each episode we shared a drug lucha poster showing one of the struggles that happened during one of those episodes.
Real Time Posts
Because El Chapo’s story is a real, ongoing one, we created content responding to real time events.
En el lado de los EE.UU, los narco-túneles se han llenado de cemento, pero no en el lado de México porque es demasiado caro. ¿Los túneles abiertos significan puertas abiertas para el cártel? #ElChapoTV
Posted by El Chapo on Thursday, April 6, 2017
Death of a Season
When a narco dies people often create an elaborate mausoleum tomb where everyone can gather and remember them. For the end of Season 1 we did just that with a Facebook 360 degree video. We built a tomb that summarized the life of the first season with traditional Mexican effigies of the characters playing out the most important moments of the show.
Explora la narco tumba de la primera temporada de #ElChapoTV y revive cada momento. ¡Para la experiencia completa asegúrate de ponerte audífonos!
Posted by El Chapo on Sunday, May 21, 2017
The Tomb
The walls and floors were filled with pictures and props from each episode. Fans could explore the narco tomb and spend time discovering“easter eggs” from the show hidden in every corner, like the cans of chile El Chapo used to smuggle drugs and the green cooler used to store the severed head of a drug lord’s wife. In total we used over 300 pieces of content around the tomb, over 50 props, 6 effigies of the characters and a lot of blood and fake cocaine. The video thus far has 1,553,144, views.
