Narcos: Mexico

In Narcos: Mexico Season 2, power fractures and everyone turns on everyone. So we built the campaign around a single idea: nothing stays pure.

Instead of treating the story as a traditional rise-and-fall narrative, we focused on the tension between factions – cartels, government, and DEA – all circling each other as alliances collapsed and stakes escalated.

For our hero spot we created a lavish dinner at Felix’s place that provided the perfect framework to explore the mounting tension between his cartel heads and the DEA closing in.

We also created a set of short custom videos that dynamically illustrated the cartel members’ complex, and often conflicting, relationships.

A series of videos were then released on social, allowing us to ratchet up the intensity and teasing what each faction would be willing to do to achieve their goals.

To help fans navigate the cartel factions, we set up each of the plazas with their own color and totem, then imbued them with enough personality to make them distinctively clear.