Toda La sangre
Overview: Toda La Sangre follows a reporter who joins forces with a police lieutenant and an anthropologist who, together, must travel through Mexico City in pursuit of a ritual murderer whose peculiarity is to recreate ancient Aztec sacrifices.
Medium: Social Campaign
Client: Pantaya
Role: Strategist & Copywriter
Strategy
The Landscape
Interest in the occult hits an all-time high.
In an age of uncertainty, young generations are taking a renewed interest in rituals, witches, and all things occult. TikTok’s #witch and #witchtok have earned over 585 million¹ and 17.3 billion² views respectively while #witchesofInstagram has over 7 million posts. When events shake the foundations of society, people turn towards the occult. Toda La Sangre is well-positioned to capitalize on this moment in pop culture.
The Insight
We’re obsessed with understanding evil.
Our obsession with understanding evil draws us to dark entertainment. Genres like horror, film noir, crime, and thrillers as well as tales of the occult and witchcraft allow us to view the traits within ourselves that we’d rather ignore. Shows like Toda La Sangre lets us flirt with the edge without crossing over it.
The Audience
Core | The Investigators | Women 25-44, Spanish Speaking
Reserved and analytical, this audience tends to be less involved in big social groups and prefers deep, meaningful bonds. Their favorite entertainment gives them a mystery to solve. This audience loves joining the exciting chase for truth in dramatic events. ¹
Primary | The Investigators | Men 25-44, Spanish Speaking
Secure and confident, this audience loves a party, preferring large social settings that allow for shared experiences with friends. They look for entertainment with shocking darkness. From rubbernecking on the highway to the scariest horror movie, for them, the darkness is nourishing. ²
Secondary | The Characterphiles | M/F 18-54
Inventive and curious, this group is always open to new experiences. Intellectually engaged, they’re eager to learn about new cultures, history, and stories unknown. They want entertainment with complex, imperfect characters. The moral ambiguity makes this audience feel engaged and empathetic. ³
The Creative Approach
Make Toda La Sangre fans’ weekly ritual.
Our campaign was designed to immerse, invite, and elevate. We brought fans into the world of Toda La Sangre with concepts that made them feel like they were part of the investigation.
We invited fans to venture into the dark side by highlighting the bloody Aztec rituals and witchcraft influences.
Finally, we captured fans’ attention by showcasing the complex characters and thrilling story that’s a modern take on Mexican film noir.
the work
While the full campaign was concepted by the entire writing team, the following concepts are my own.
Ritualistic Reels: We created a series of teasers to set the mood for the series release. Utilizing eerie imagery from the series set to diegetic sound and intercut with content day footage of Mystic Mythology, these Instagram Reels cut through the clutter to grab audience’s attention.
Ripped From the Headlines: This series of episodic recaps were released weekly during our launch phase. Our :15s recaps opened with a graphic of a Sensational Weekly-stylized headline that posed a provocative question before pushing into an image beneath the headline, transitioning into footage giving our recap. Other recaps in this style remained static, letting the headline text do the storytelling.
