Netflix Brazil’s Tudum Takes An Unexpected Route That Doesn’t Disappoint

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In the past few years, it's rare to meet someone without a Netflix account or at least access to someone else's account. Tudum is a four-day event for Netflix fans in Brazil, but because of COVID, they had to shift their second edition of the festival to match the socially distanced world.

Creative directors Leo Porto and Felipe Rocha worked together to create a publication for fans that immerses them in a world that features content as rich as Netflix's world. Throughout the pages, you'll find designs that mimic popular shows from the streaming service, such as retro-inspired styles from Stranger Things. Despite not having a physical event, this publication is so inclusive, visual, and immersive that it's almost hard to imagine that an event was supposed to happen.

In January 2020, Netflix Brazil announced Tudum — the sound, vibe, and title of a four-day event for Netflix fans with everything from celebrity panels to live concerts. Months later, when the global pandemic prevented in-person gatherings, Netflix asked for our help adapting the second edition of the festival for a socially-distanced world.

Fans could no longer go to Tudum, so we brought Tudum to the fans instead. To create a truly democratic and engaging experience, we designed a 116-page almanac that was shipped to over 200,000 Netflix enthusiasts in every corner of Brazil — for free! Centered around Netflix original series and characters, the book-magazine hybrid features exclusive content, interviews with actors, quizzes, puzzles, and more, connecting fans with the brand through an unexpected format and providing entertainment during challenging times.

A maximalist design approach epitomizes Tudum's high energy and multifaceted personality, juxtaposing and weaving together the work of writers, illustrators, photographers, filmmakers and artists alike. The result is a publication that surprises at every page turn — an immersive experience with unapologetically dense content that is both overwhelming and a joy to digest. Typographically, Agipo Bold Condensed was used for headlines; Grenette Regular for body; and Netflix Sans for captions, referencing the inherently retro style of almanacs as well as the comeback of the 70's and 80's in popular culture and some of Netflix's most loved shows, including Stranger Things, Sex Education, Dark and Umbrella Academy.

Moving seamlessly from paper to web to stage, Tudum also came to life through an interactive digital format and a three-day live event that reached over 1 million streams on Youtube. The event, hosted by television wunderkind Maisa Silva, featured appearances by popular Netflix stars such as Noah Centineo (To All The Boys I’ve Loved Before) and Ashley Park (Emily in Paris), as well as Brazilian celebrities including Anitta, Marilia Mendonça, and Pabllo Vittar, among others. The second edition of Tudum generated hundreds of articles in Brazilian media and enough social media buzz to make #TudumAoVivo trend on Twitter for three consecutive days!

Project Credits

Creative Direction:Leo PortoFelipe Rocha

Project Management:Nicholas Schröder

Design:Leo PortoFelipe RochaHyejin SongGlauber Sampaio

3D & Video:Rafael EiflerRodrigo de Carvalho

Production:Nicholas SchröderRamya Shankar

English Copywriting:Casey Jane Ellison

Editorial Project & Content:Trip

Illustration Direction:Tátil Design

Website Development:DOUBLELEFT

Live Event Production:TM1

Case Study Photography:Mari Juliano