Paramount+ approached the entertainment agency Farra to create promotional material for the new series "Tulsa King". We created the São Sylvester Race, an official street race in honor of the great star Sylvester Stallone, the star of the series. The intention was to unite all the fame of Sylvester Stallone's iconic characters and introduce his new character in Tulsa King, "Dwight Manfredi". The race was free and took place at the São Paulo Botanical Garden. Fans were encouraged to dress up as their favorite Stallone characters. At the event, many activations connected with the Tulsa King series, and all the set design, country band and stages of the event referred to the universe of the series. We created a registration website, produced more than 10 advertising films, including announcements, stories, pre-, during and post-event promos and hero film, in addition to the entire production of the race.