To position Maya & the Three  as a must-see viewing experience for all ages, we supplemented broad-reaching assets with targeted tactics to appeal to each group individually in order to elevate and differentiate Maya and the Three from other animated series. Leveraging the show’s incredible worldbuilding, unique cultural influences, star-studded cast, and the artistry, creativity, and pedigree of its creator, Jorge Gutierrez, we balanced the heavy themes and high stakes of the show with the humorous, fun, and lighthearted tone true into the fantasy, filtered through Maya’s catchphrase: “if it is to be, it’s up to me!”

The pre-launch phase was dedicated to worldbuilding the myth, the culture, and the plot that surrounds the show aimed to create anticipation and prime audiences with context. To introduce the world to Maya, we took to Twitter for a launch stunt as bold as she is: trolling Disney. After it was made clear that Maya was not your average princess, the campaign transitioned into creating various touch points around the characters, culture, mythology, and artistry of Maya to create a real-world connection. Post-launching at #1 in the animated category on the platform, our content became a celebration of all things Maya. 

Informed by online chatter, we expanded the world and deepened the fandom through highlighting stand-out and fan-favorite moments, BTS, stunning visuals, cast and creator interviews, as well as created an interactive online “quest” guided by fan-favorite character, Ah Puch.