Multimedia campaign rooted in an insight regarding personal liberation: men who feel the time has come to stop living according to others' expectations and start doing what they truly desire. "Mustang eres tú" is our concept built upon this idea, transforming the car into an expression of identity and authenticity. The execution combines traditional advertising, digital media, branded content (the Contra la Orden miniseries), social media, and conversion initiatives to guide the consumer from discovery through the test drive to the final purchase. This was my final degree thesis project (TFG) and was graded with a 90%.