The Mentiras Marketing Day: one day, a full campaign.
The format was born in the convergence of platforms, e-commerce and branded content. Brands stopped producing isolated pieces and started building ecosystems, one idea that adapts to multiple formats, audiences and channels. Here's how we execute it at Selva.
A well-conceived Content Day — or in this case a Marketing Day — is not an efficient shoot. It's an editorial system compressed into one or two shoot days, where a brand or a project generates months of content with aesthetic, narrative and strategic consistency. That's the point, and it's what many production companies miss when they translate it as shooting a lot in a short time.
The difference between a Content Day and a Marketing Day is one of purpose, not method. The first feeds a brand's continuous Always On system. The second is designed specifically to sustain the launch of a product, a series, a film, an event. Same principle, different center of gravity.
✦"Selva doesn't produce content. Selva designs content systems with cinematic quality."✦
The challenge with Mentiras was clear. Mentiras la Serie is one of the most ambitious projects Amazon Prime Video has produced in Mexico. A television adaptation of the most successful Mexican musical of the last two decades, sixteen years running. Directed by Gabriel Ripstein, written by him with Ilse Apellaniz and Natalia García Agraz, produced with Cine Vaquero and Pez Caja, and starring Belinda, Regina Blandón, Mariana Treviño, Diana Bovio and Luis Gerardo Méndez, with Michelle Rodríguez as narrator.
The series premiered Friday, June 13, 2025 on Prime Video, all eight episodes available from day one. The official premiere was at Mexico City's Pepsi Center, pink carpet and all, with the full media weight of five Mexican stars gathered on a single project. Variety covered the announcement back in 2024, Infobae followed every stage of the launch, and El Informador and Produ dug into the creative process.
For a marketing campaign of that size, the question wasn't what to produce. It was how to produce all of it coherently. Five leads with impossible schedules. A very specific visual universe — the Latin American eighties. A brand, Prime Video, with global standards. Dozens of pieces needed for feed, Reels, TikTok, posters, OOH, key visuals, banners, digital advertising and editorial assets. The answer was a single, well-designed Marketing Day where all of it fit.
Four characters, four palettes, one gaze. Before talking about units and outputs, you have to understand one decision that organized the whole day: each lead has a color. Daniela in pink. Yuri in blue. Lupita in orange. Dulce in green. And Emmanuel in black. That color coding came from the universe of the musical and the series itself, but for the campaign we treated it as the backbone. All of the art direction, wardrobe, lighting, backdrops and post-production were organized around those five colors.
Everything was shot on Alexa 35. When a campaign is going to live on large-format printed posters, on a global platform's home screen, in international press and at the same time in vertical Instagram and TikTok feeds, you can't fight the camera. We shot the entire day on Alexa 35. Every output, no exception. That decision isn't just technical — it's editorial.
The day was designed in layers. Three, in this order. The first was the creative layer: a guiding concept tied to the eighties universe, art direction built like a nineties-eighties fashion editorial, and crystal-clear output definitions before the first camera was even loaded. The day was directed by Raga Ibarra. Cinematography by Manuel Verde. The stills for the posters were shot by Conrado del Campo.
The second layer was production. The set was designed to be modular. A single stage with four functional zones: a main set with full scenery for the hero film, an editorial set with clean backdrops and campaign lighting for poster stills, a digital set with a lighting loop for vertical pieces, and an interview and BTS zone. The units worked in parallel. Unit A shooting hero with commercial language. Unit B firing stills. Unit C producing vertical material for social. Unit D documenting BTS.
What came out of that day? Among other things: the official key visuals that became the campaign's main posters. The stills for international press, which outlets like Mexico News Daily featured. The platform hero-film teasers. The vertical pieces for Reels and Instagram. The content for TikTok, where the musical's official account ran the countdown to the premiere and racked up tens of millions of cumulative views. On TikTok, the hashtag #MentirasLaSerie accumulated 9.6 million posts.
What sustains a day like that isn't working harder: it's a better pipeline. What makes it possible to produce so many outputs in a single day isn't more work. It's better pipeline. At Selva Lab we've built mass versioning, generative-AI previsualization to see how each format will look before shooting it, and finishing automation so post-production never becomes a bottleneck. Technology gets used, not announced.
The system, in the end, matters more than the volume. Big brands are migrating to Marketing Days because it cuts costs versus separate productions, speeds up timelines, keeps aesthetic coherence, feeds algorithms with constant content and integrates performance with branding in a single system. But there's a trap: many executions become soulless content factories. They lose language. They lose gaze. They lose the series. With Mentiras, that couldn't happen.
A Marketing Day also gets taken care of. It concentrates a lot of crew and a lot of activity into very few days. That makes it especially demanding on the sustainability side. We worked with a plastic-free set, catering from local vendors, a crew treated like people, careful waste handling, a measured footprint. We're on the path to becoming the first Mexican advertising production company certified as a B Corp.
The results speak for themselves: Mentiras la Serie became one of the most talked-about Prime Video México launches of the year. Belinda hit #1 on Spotify's Global Viral 50 with the series' mash-up. The full cast dominated trending topics for weeks. What matters is what stood behind that cultural conversation: a coherent, replicable, sustained visual system that reached the public in hundreds of formats without losing its identity even once. That's what a well-designed Marketing Day produces. Not volume. System. Selva doesn't produce content. Selva designs content systems with cinematic quality.
Technical sheet. Client: Amazon Prime Video · Project: Marketing Day, launch of Mentiras la Serie · Marketing production company: Selva Studio. Format: Marketing Day, 1 shoot day, 4 simultaneous units. Camera: Arri Alexa 35. Outputs: poster key visuals · hero film · mobile-first social pieces · press stills · BTS for official channels. Direction: Raga Ibarra. Executive Producer: Axel Torres. Cinematography: Manuel Verde. Stills: Conrado del Campo. Selva Lab: versioning pipeline, AI previsualization, finishing automation. Post-production: editing, color and sound integrated in-house. Cast: Belinda, Regina Blandón, Mariana Treviño, Diana Bovio, Luis Gerardo Méndez.
About the series. Direction and screenplay: Gabriel Ripstein. Screenplay: Gabriel Ripstein, Ilse Apellaniz, Natalia García Agraz. Producers: Luis Gerardo Méndez, Gerardo Gatica, Andrea Gamboa, José Manuel López Velarde. Production companies: Cine Vaquero, Pez Caja. Cinematography (series): Emiliano Villanueva. Editing (series): Miguel Musálem. Executive production: Amazon Studios.
Channels and references. Where to watch: Mentiras la Serie on Prime Video. Project page: Mentiras la Serie · Wikipedia · Mentiras the Musical · Wikipedia. Official accounts: Prime Video México · Instagram · Oficial Mentiras · TikTok. Cast accounts: Belinda · Regina Blandón · Mariana Treviño · Diana Bovio · Luis Gerardo Méndez.
Announcement and development. Variety · Project announcement · Produ · The technical process. Launch coverage: Infobae · Date and first photos · Infobae · Premiere · El Informador · Diario del Istmo. Cultural analysis: Mexico News Daily · Merca 2.0. Social conversation: TikTok · #MentirasLaSerie · 9.6M posts.