Netflix | Senna: The Raindrop

Netflix was about to launch “Senna”, a show about the legendary Brazilian driver Ayrton Senna, known as the Rain Master notably unbeatable on wet tracks. Two weeks before the launch, Brazil hosted the F1 Grand Prix at Interlagos, one of the rainiest circuits in the world. The perfect stage to promote the show. Except for one detail: Netflix wasn’t an official sponsor. We created an exclusive fashion drop for fans: a raincoat inspired by Senna’s victories, available only to those who chased the rain like the champion. Using real-time weather data, pickup trucks distributed free raincoats in rainy areas of São Paulo during the Grand Prix weekend. The campaign turned fans into living media, merging fashion with meteorology.