Social Media Film Campaign

With FROM GOOD TO THE HOOD, we developed a comprehensive Social Media Film Campaign alongside Buena Vista International to connect this social comedy with urban audiences.

The film portrays a head-on clash between Andrés—CEO of an elite Madrid-based advertising agency—and the everyday reality of Los Caños, a marginalized neighborhood where the law forces him to relocate. We orchestrated a strategy for urban comedy promotion in Madrid that included platform-specific digital content and initiatives that amplified conversations around class, humor, and representation in contemporary Spanish cinema.

We produced exclusive cast material, including intimate conversations with the protagonists about the social significance of this comedy. We developed digital campaigns for Spanish comedy and audiovisual resources around the release that reinforced Al Otro Barrio’s positioning as a comedy that speaks without pretense but with genuine social purpose. The strategy emphasized inclusion through social media content addressing humor and social prejudices, ensuring the conversation reached diverse audiences in Madrid and beyond. The core of this Social Media Film Campaign was connecting audiences with the message of empathy and human learning that underlies the narrative.