Netflix asked us to create a global campaign for the long-awaited return of Chris Rock to the stand-up stage, with his new special called Tamborine.

The integrated effort launched on February 3rd with a cryptic teaser campaign that dropped during Saturday Night Live… similar to the “reveal” spot, except with no mention of Rock.

Similarly, mysterious billboards showed a lone tambourine against a black background that would later be revealed as the “O” in Rock’s name.

All culminating with the final reveal on Valentine’s day.