What’s he writing?
Every tennis player signs the camera after a win. This time, we turned that fleeting gesture into a powerful new medium.
Together with Carlos Alcarax, we transformed tradition into mystery, and rewrote the rules of sports storytelling
A game of clues.
3 days. 3 games. 3 cryptic messages. Millions hooked, guessing what’s next.
More than 40 TV stations worldwide advertised Netflix without even realizing it. And all for free!
A reveal as big as the player.
After hundreds of wild theories about Alcaraz’s cryptic messages, we revealed the truth, loud and clear, in major plazas around the world, including Times Square.
It was all part of a Netflix campaign to launch his new docuseries.
