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Amazon Prime

The Boy From Medellín

  • 3AM

The journey back is the path forward.

Services

  • Social

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.

Two Worlds | Social

Two Worlds | Process Video | Social

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.

Alter Ego | Social

Amigos Y Familia (Spanish Cut) | Social

Cómo Empezo Cómo | Social

Made in Medellín | Social

Mi Nombre Es José | Social

The Come Up | Social

Zen Balvin | Social

TrailerSocialIntegrated Campaign

Bosch

Trailer

Herself

Trailer

Vikings