As Netflix prepares to overhaul its film and TV offerings under new content chief Peter Rice, the streaming giant is launching a new brand campaign to try and persuade its users to keep tuning in.

The campaign, with the tagline “Find the thing you never knew you needed,” launched Tuesday in the U.S., Canada, Brazil and Spain.

The three spots are each structured like a film (and shot on 35mm!), and each feature a main character in the form of an astronaut, a vampire and an axolotl (an amphibian native to Mexico), with an epic story that culminates in them finding their next show on Netflix.

You can watch one of the spots below.

The campaign comes as Netflix is at an inflection point with its content, with Rice expected to reset its strategy and focus more on the U.S.-Canada market.…