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Disney+
Paradise – The Untrue Experience
Paradise Launch on Disney+
Mexico City, Casa Lamm Cultural Center
January and February 2025
Creativity, Experiential, Marketing
Context
In a 2025 saturated with over 1,200 releases on major platforms, the Disney+ series Paradise faced a dual challenge: competing without the backing of a franchise like Marvel and without star actors, and communicating the plot of a political thriller—without revealing spoilers—based on the phrase “It appears a secret agent killed the president.” Given this scenario, the launch risked being overlooked.
Objective
For the Paradise launch event, our objective was clear and direct: do something different. In a context where most premieres are limited to screenings of the first episode accompanied by screens, cocktails, and amplified digital presence, we decided to break the monotony and seek a format capable of surprising and authentically connecting with key audiences. The goal was not only to present a new platform title, but to give relevance to a series that started with everything against it: it wasn't the most anticipated, it had no superheroes or renowned stars, and its plot couldn't be freely communicated without ruining the viewer's experience. Faced with that scenario, the real challenge was to find a way to turn those limitations into opportunities, achieve media coverage and trigger an organic conversation on social media that would spark consumer curiosity, and position Paradise as a relevant release in an already saturated calendar.
Challenge
The Idea
Our insight was compelling: in a world with excess content, the only way to stand out was to turn the essence of the series into the event experience. If Paradise was built on a lie, the launch should be too.
We decided to bring to life the essence of the series’ promotional tagline—”Read between lies”—and take it beyond advertising. We created a double game so that media, influencers, and event guests would experience the dilemma of questioning what was real and what was false, experience firsthand the central premise of the series, and feel immersed in a narrative that constantly challenged them.
Through the use of spaces and scenography, we transformed Casa Lamm into the White House and sought theater actors who, thanks to their experience and talent, managed to faithfully portray a group of secret agents. Each interaction, gesture, and line of dialogue was scripted and designed to challenge our guests to discover clues, find suspects, decode messages, and differentiate between truth and lies, thus replicating the narrative tension of the series in a physical environment.
The Untrue Experience, between theatricality and scenography, transformed guests into protagonists, increasingly blurring the line between the real and the false.
How did we achieve it?
The Untrue Experience was conceived as a carefully designed staging to erase the boundaries between a premiere and an experiential narrative. From the beginning we knew that the immersive element should not come from screens or digital resources, but from theatricality, scenography, and direct interaction with guests. The goal was for every step within the event to replicate the feeling of living an episode of the series.
The transformation began with the choice of space. The historic Casa Lamm became the perfect setting to recreate the solemnity of the White House. With detailed environmental work, every corner was modified to convey authenticity: flags, presidential seals, classified documents, fictional security protocols, and lighting designed to reinforce dramatic tension. Access to the venue already marked the beginning of the experience and generated uncertainty in attendees from the first moment.
The theatricality was consolidated thanks to a cast of theater actors selected for their ability to improvise and stay in character. They brought to life secret agents, advisors, and political figures who interacted directly with media and influencers. This was not a passive performance, but a live script in which each guest was part of the narrative.
Paradise Experience.
