Criticadores Anonimos

CHALLENGE
Ángel Di María wasn’t just criticized, he was torn apart by the media. For years, prominent journalists targeted him with cruel and relentless remarks, making him the scapegoat for every failure. To promote the Romper la Pared documentary, Netflix turned these criticisms into the focal point of a campaign that not only exposed that dark chapter but also celebrated Ángel’s resilience and redemption.

IDEA
With Criticadores Anónimos (Anonymous Critics), we created a fictional support group for the harshest sports journalists—characters inspired by real quotes from well-known figures who vilified Di María. In these sessions, they were forced to confront the weight of their words, exposing their own insecurities and the toxic culture they perpetuated.
At the heart of the campaign was Jorgelina Cardoso, Di María’s wife and his fiercest defender. Known for her “blacklist,” where she meticulously recorded every journalist who had publicly attacked her husband, Jorgelina became a symbol of loyalty and accountability. Her iconic presence turned the campaign into a perfect blend of satire, cultural commentary, and personal triumph.