Netflix's most-watched non-English language series is back, and the stakes are higher than ever. The goal of our campaign was to represent the chaotic scenario that unfolds in Season 4. The Professor's plans are usually foolproof and flawless, but for the first time, he’s losing control. Relationships are failing, Nairobi is dying, and there are rogue forces from within. Our marketing strategy was to show fans of the show that that the dysfunctional family that they have grown to love is now starting to fall apart.
The tight-knit group has been pushed so far, they are getting ready to explode. So, we used the characters' signature red jump suits to create a visual metaphor of sticks of dynamite. The lit fuse conveys the imminent danger of everything they have built exploding in their faces and destroying everything they've worked for.
This series is very fan-based, and the fans went crazy over this art. The client and showrunners felt it differentiated this season from the previous seasons, and gave the campaign a unique identity.