ANIMAL is a comedy about a rural vet trying to survive a very urban world. After becoming an unexpected local hit, Netflix needed to announce Season 2, without the blockbuster budget usually behind a blockbuster launch. So we looked at Madrid's annual Transhumance Parade: the one day of the year when more than 2,400 sheep cross the centre of Spain’s capital, drawing crowds, cameras and national media attention. It was the perfect real-life version of ANIMAL’s central conflict: the countryside colliding with the city. And it gave us something no conventional production could recreate: thousands of sheep taking over Madrid’s streets, in front of a live public and a ready-made news moment. We turned the centuries-old tradition into Street Sheep Casting: a live audition for the show’s next animal co-stars, led by ANIMAL’s two stars in the middle of the parade. Then, while the event was happening, we produced, edited and released a reactive social-first spot in real time. The city became our set, the sheep became our cast, and a cultural tradition became the amplifier of the Season 2 announcement. Real sheep. Real city. Real time.