Campaign Direction

Lalo is in the prime of his life as a successful TV executive and as a womanizer who’s never been rejected. He frequently enjoys the spoils of masculinity–until a twist of fate (and a little black magic) turn his world upside down. When a curse from a scorned lover transforms him into a woman overnight, he’s forced to learn how to walk, talk, dress and act like a woman. 

Our creative lead emphasized the absurdity of Lalo’s predicament by highlighting the humor and wit of the series, all while teasing the tertiary elements of self-discovery, gender dynamics, cultural norms, and modern dating and relationships. Our campaign journey began with a Pre-launch phase, introducing the premise to consumers and leveraging the popularity of Bárbara de Regil to generate excitement leading up to launch. We then transitioned into rallying viewers around the series premiere by amplifying its lighthearted nature. Finally, we sustained momentum by expanding the storyline beyond the initial premise, ensuring ongoing engagement from fans. 

Key Art

Our Key Art exploration involved blending humor, duality and high fashion elements while maintaining a bright modern color palette as a way to showcase the protagonist’s transformation in a humorous yet stylish way. 

We chose to feature Lola sitting on a urinal to highlight the absurdity of the situation paired with a high-fashion aesthetic shown in the series. We also created an illusion, to show the surreal interpretation of Lalo still existing within Lola, emphasizing the simultaneous presence of both identities. Lastly, we portrayed Lola stepping out of Lalo’s silhouette, symbolizing the character’s embrace of her new persona, including reactions from the characters.

AV

Trailer Park Group crafted a variety of AV assets with humor infused throughout: from the Hero Promo and trailer to cut-downs and BTS. We seamlessly merged humor with themes of self-discovery and identity to deliver a compelling narrative that resonated with audiences.

Our aim with the Hero Promo, was to capture Lola’s unfiltered emotion as she navigates this unforeseen shift in reality, teasing what’s to come in the series. We strove with our trailer to, not only captivate audiences with this intriguing comedic premise, but also offer a poignant exploration of the repercussions of machismo. Lastly, our BTS promo provided a closer look into the making of the series and highlighted the funny moments and cast interviews that viewers aren’t always able to see.

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Social

We infused the comedic essence and cultural humor of Lalola into our social creative. Leveraging the show’s storyline, we devised playful concepts around themes of dating and gender for our marketing shoot. This included hilarious videos featuring a flirting challenge and Q&A sessions that highlighted pivotal plot elements of gender dynamics and witchcraft. In the same vein, we produced a tutorial video where actors humorously guessed the purpose of typical women’s products, further exploring gender-related themes.

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