Los Amigos Invisibles: Me Espera Campaign
Campaign Strategy / Latin Music / Social Media / Visual Identity / Paid Media / Tour Marketing / Artist Launch / Music Campaign
-
MAZZ Creative
-
CLient Director: Andrea Zuñiga
Art Director/Producer: Carlos Corbeira
Copywriter: Ana Karina Da Silva
Project Manager: Gabriela Piñeda
Paid Media Manager: Gianmarco Peron
-
Los Amigos Invisibles
CONTEXT
When Los Amigos Invisibles came to us to support the launch of "Me Espera," it was clear this wasn't a typical release.
Known for infectious energy, humor, and dance-floor-ready sound, the band was exploring a more intimate side of their identity. Inspired by the Nicola Di Bari classic and filmed in Matera, Italy, the music video told a story about love, distance, home, and the people who wait for us after long journeys.
The challenge was to introduce this more vulnerable chapter without losing the essence that audiences have loved for decades.
The Insight
Rather than treating "Me Espera" as a standalone song launch, we saw an opportunity to build an entire narrative universe around the feeling of waiting, returning, and reconnecting.
The music video became the foundation for everything that followed. Its cinematic imagery, nostalgic tone, and Italian influences inspired a campaign that extended beyond social media into real-world experiences, fan activations, media appearances, and ultimately the visual identity of the band's 2026 World Tour.
The Approach
Working alongside Ana Karina, we developed a campaign centered around the concept of intimacy.
We transformed scenes from the music video into a series of cinemagraphs, animated stills, short-form videos, and social assets that allowed fans to experience the story in fragments rather than simply consume a traditional promotional rollout.
To bring the narrative into the real world, we expanded the campaign beyond digital channels through a series of fan-facing activations and promotional touchpoints:
A listening party in Mexico City inspired by the atmosphere and visual language of the music video.
A poster campaign across Mexico City designed to create curiosity and anticipation around the release.
A postcard-inspired creative system that later evolved into promotional assets for the band's 2026 World Tour.
Paid media campaigns supporting both the single launch and ticket sales across the U.S. tour.
As the campaign evolved, the visual language developed for "Me Espera" became the creative foundation for the band's 2026 World Tour, creating continuity between the music, the live experience, and the band's digital presence.
Podcast Strategy
Rather than relying exclusively on music media, we identified podcast hosts and creators who already shared cultural and audience overlap with Los Amigos Invisibles. The goal was to introduce the story behind "Me Espera" through authentic conversation rather than traditional promotion.
We coordinated appearances across a curated network of Latin American and Venezuelan podcasts, then repurposed the strongest moments into short-form social content that extended the life of each interview well beyond its original release.
The format proved to be one of the highest-performing components of the campaign, generating strong engagement while helping audiences connect with a more personal side of the band. By combining long-form conversation with short-form distribution, the podcast strategy became a meaningful driver of awareness, engagement, and audience growth throughout the launch.
THE RESULTS
10M+
Impressions
11.9K+
Organic Interactions
529K+
Video Views
38%
Audience Growth
The top-performing reel generated 1.7M views and 192K interactions. Multiple additional pieces surpassed 100K views individually.
Paid media efforts supported ticket sales across the North American tour, contributing to sold-out and near sold-out shows in Vancouver, San Francisco, Los Angeles, Seattle, and Boulder.