LA MÁQUINA: THE DISNEY+ SERIES THAT BROUGHT TWO ICONS BACK TOGETHER
A premiere that reunited two of Mexico's most celebrated actors and turned their return into a cultural moment.
PR & Media | Communications Strategy | Red Carpet | Influencer PR Strategy
A POWERFUL STORY DESERVED TO BE HEARD
Sixteen years after last sharing the screen, Gael García Bernal and Diego Luna reunited as the lead actors of La Máquina, a Disney+ Original series that brought together two of the most influential figures in Latin American cinema. The project not only marked a significant milestone in their careers but also celebrated a story deeply rooted in Mexican culture—one that blended boxing, music, personal struggle, and drama.
Our challenge was to transform the premiere into a cultural conversation that extended well beyond the launch event. We needed to build a communications strategy capable of positioning La Máquina as more than a streaming release, connecting with boxing fans, music lovers, film enthusiasts, and audiences who closely follow Diego Luna, Gael García Bernal, and the rising talent featured in the cast.
THE RING WAS READY—AND SO WERE WE
To maximize the series' impact, we developed an integrated communications strategy that combined public relations, social media content, editorial coverage, and experiential activations with content creators.
From the outset, we focused on securing coverage with the right media outlets, earning high-profile magazine covers, and generating authentic conversations around the series. We secured cover stories with key publications including Bad Hombre, Revista Black, and Vogue, featuring Gael García Bernal, Diego Luna, and Eiza González—one of Mexico's leading Hollywood talents. These editorial features provided greater depth to the project while positioning La Máquina as a cultural phenomenon.
We also coordinated an exclusive press junket with media from Mexico and across Latin America, where the cast discussed the series, its themes, and the personal significance of working together again. To complement the media strategy, we launched an influencer PR activation built around a themed karaoke night, bringing together leading digital creators who generated authentic, entertaining content that perfectly reflected the spirit of the series.
A PREMIERE THAT DELIVERED A KNOCKOUT
The premiere brought together national media, entertainment journalists, content creators, sports personalities—including boxer "Chiquita" Guzmán—and celebrities such as Lucía Méndez, creating momentum across traditional and digital media.
The campaign generated more than 2,000 media and social media placements, reaching an audience of over 300 million people. Coverage included interviews with outlets such as PRODU, Esquire, Dónde Ir, and Milenio, among many others.
Beyond the numbers, the campaign successfully positioned the reunion of Diego Luna and Gael García Bernal as one of the entertainment industry's most talked-about moments of the year, making La Máquina one of Disney+'s most significant premieres. The red carpet became much more than a celebrity event—it showcased the impact of thoughtful strategy, flawless execution, and storytelling delivered at exactly the right time.
