OBJECTIVE

Excite core J Balvin fans and invite the rapidly growing Latinx audience to meet the man behind the music in Amazon Prime’s The Boy From Medellín.

STRATEGY

Invite audiences to travel back to Medellín with J Balvin as he rediscovers himself and the city who made him the man he is today. Content promised a private look at a week in the life of a Reggaeton superstar and posed the same questions José asks himself — when you have a platform, what’s your purpose? Are you riding for the people that got you there?

We partnered Medellín collage artist, Sara Serna, to visualize Balvin’s rise to fame with his city at his back and attract a local audience on Instagram.

Short social videos touched on themes that would resonate with Balvin fans and Latinx audiences. Content centered on his rags to riches story, his respect for his family and city, and his mental health struggles that gave a more intimate look at the downside of fame.