Equal parts silly, spooky, and smart — this was a fun project. It wasn’t about prestige or high stakes; it was about leaning into weirdness and joy. Designing a campaign that mirrored the show’s tone meant creating spaces that felt as playful and surreal as the series itself. For this one we had the chance to let the creative direction get delightfully weird.
At the same time, it was exciting to work on a series that unapologetically centered Latinx identity, in full Spanish, on a major English-language platform. The characters were dynamic, the storytelling was weird and wonderful, and the tone was as cool as it was culturally grounded.
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Objective
Los Espookys was a first-of-its-kind series for HBO—a Spanish-language comedy airing on an English-language network, with an offbeat tone and a cast of lovable, peculiar characters. The campaign needed to tap into dual audience segments: Spanish-dominant Latinx viewers as well as ambicultural, English-speaking Latinx millennials and Gen Zers. At the same time, it needed to embrace the show’s spooky, whimsical tone and themes—everything from a chocolate-making dynasty to the mundane problems of a community and the occult-themed solutions—while inviting audiences into its absurd but relatable world.
Approach
To reflect the unique sensibility of Los Espookys, the campaign leaned into immersive experiences and bilingual creative storytelling. Activations in New York City and Miami—two key Latinx cultural hubs—helped the campaign come to life with a playful and spooky flair.
We partnered with Love, Butter & Hardwork to create custom skull-cracking chocolate confections. We also developed custom experiences that amplified the series’ tone and cultural depth. The experiential elements included a graveyard-inspired dessert bar, an exorcism-themed photo op with a levitating bed, and spooky cocktails that set the mood—bridging the gap between eerie and absurd.
A robust influencer strategy supported the campaign throughcontent creation and social amplification, helping introduce the series to a broader, culturally fluent audience that appreciates bold, genre-bending comedy.
Impact
The campaign succeeded in celebrating Los Espookys as a culturally resonant and off-kilter comedy that reflected a segment of the Latinx experience often underrepresented on screen. Through dual-market activations, strategic partnerships, and social content, the series found its audience—bilingual, bicultural, and ready for something different. The campaign elevated awareness of the series, deepened HBO’s reputation for inclusive programming, and sparked conversation around Spanish-language storytelling in American premium television.