Carlos Latre, the man of a thousand faces, landed on Telecinco with his own show in the access prime time slot, the most coveted time slot where he had to go head-to-head with Pablo Motos’ El Hormiguero and Broncano’s La Revuelta. When planning the campaign, we highlighted all of Latre’s facets, not just his role as a presenter, but, above all, we focused on his ability to transform into almost any character.In the teaser, we played on not revealing his face to generate audience anticipation. To achieve this, we worked on a choreographed production so that, using a series of resources, we never got to see Carlos’s face. The main piece focused on visualizing how Latre is capable of mimicking, down to the smallest detail, other TV stars. Humor was key to showing us Latre’s arrival at Mediaset as he transformed into the King Emeritus, Tamara Falcó, Julio Iglesias, and Mbappé.