Glória
Series Launch Campaign
At the center of this story is João Vidal, the son of fascist Portugal’s Secretary of State gets recruited by the KGB and poses as an engineer at a secret radio re-broadcasting office (RARET), where he undertakes several high-stakes missions that may change the course of history.
How to reveal the cast elevating the mystery present in Glória, as well as its sharp themes, ensuring that the Portuguese audience realizes that their first Netflix original is unique and exciting?
The solution is based on six main ideas.MY ROLE / Concept, Art Direction
WHERE / Solid Dogma
TEAM / Pedro Pires, Alexandre Couto, Carla Capela, Rita Magalhães
CLIENT / NETFLIX
AD 1 // SPOILER KILLER
These movies shows a twist around the concept of spoiler, where everyone who is close to spilling the beans gets eliminated.
In a spy environment like the one in Gloria, anything that is said can effectively compromise someone.
That's why in this campaign we will have Gloria characters "stopped" before they can tell the secret they were about to say.
AD 2 // TRANSMISSION
The same man in two places simultaneously.
This ad introduces us to the espionage and double game environment that we live in Glória.
The scene illustrates a situation in which João, the main character, reveals his 2 roles. Between these two moments, we have the opportunity to meet the cast of Glória, as well as the double game in which they are divided.
AD 3 // SPECIAL BILLBOARDS // PROPOSAL
The transmission starts now.
Turn on your Bluetooth and listen to Gloria's secret broadcasts.
The idea is to connect two billboards through a tape. It depicts elements that are related to Glória's story. Also special because makes use of Bluetooth technology to allow anyone to hear a secret broadcast.
AD 4 // MISSING MIA
The QR Code granted access to a special video, providing more information about Mia.
In Glória, we will follow the search for Mia, a Russian telegraphist and KGB agent. She has gone missing and her search will be one of the main storylines of the show. Because of her protagonism, we took the search for Mia to the streets, using Missing style posters, focusing on the face of Victoria Guerra, a well-known actress in Portugal.
AD 5 // BLUE PENCIL
In the Portugal of the 1960s, we all had much to hide.Freedom - Truth - Loyalty - Equality - Will
Making use of the “blue pencil”, a symbolic representation of censorship still prevalent in Portugal during the 1960s, it was utilized to limit citizens' access to crucial knowledge and essential facts.
AD 6 // DARK ROOM
We’re all in the dark about Mia’s fate and character.
That’s why this film presents the truth in the way an analogic photograph works, revealing the picture bit by bit, like João does in the show.
Glória is the series launch campaign for the first Portuguese Netflix Original, a historical spy thriller, concept and art direction by Paulo Mariano at Solid Dogma. Set in the 1960s, the series turns Glória, a small Portuguese village, into an unlikely Cold War stage where American and Soviet forces clash through sabotage to control Europe. At its centre is João Vidal, son of a Secretary of State in fascist Portugal, recruited by the KGB and posing as an engineer at RARET, a secret radio re-broadcasting station. The challenge was to reveal the cast and the mystery of the series while showing Portuguese audiences that their first Netflix original was unique. The campaign was built on six ideas, each with its own mechanism. Spoiler Killer, directed by António Amaral and carried by the line that a spoiler is always fatal, stopped characters on film before they could reveal a secret, echoing the danger of speaking in a world of spies. Transmission showed the same man in two places at once, introducing João's double game and the cast. Special Billboards connected two outdoor panels and used Bluetooth to let passers-by hear a secret broadcast. Missing Mia took the search for a missing Russian telegraphist and KGB agent to the streets through missing-person posters featuring the actress Victoria Guerra. Blue Pencil drew on the real symbol of Estado Novo censorship in 1960s Portugal, the blue pencil used to limit citizens' access to knowledge. Dark Room revealed the truth gradually, like an analogue photograph developing. Parts of the campaign used the series' original sets, shot at one of Portugal's former radio transmission stations now kept as a museum, and paralleled the show by building micro-narratives with the series' own actors to carry the tension of the plot into the promotion. As the first major Portuguese production for Netflix, Glória set a model of micro-narratives to introduce cast and plot that shaped later Portuguese productions on the platform. An entertainment marketing and visual storytelling campaign by Paulo Mariano.