We worked with Netflix to bring every design component of the experience to life at the Tudum 2023 event. Our task: to push Tudum visuals to the next level while delivering a maximalist, energetic and fan-first experience. An event of this scale required a 360° approach — our work impacted everything from immersive installation to animated illustrations, main stage graphics to merch, wayfinding signage to employee uniforms, posters to stage design.

To create an unforgettable experience for fans, we decided to design a spatial experience that would transport them to a uniquely Netflix world. Featuring vibrant colors, playful graphics and illustration, plenty of ‘easter egg’ moments from popular titles, and a general larger-than-life approach, the experience design both reflected and celebrated Netflix fandom in Brazil. Our solution included unexpected textures and epic scale in physical objects including a massive Tudum logo, hundreds of flags, digital screens, and Netflix show ‘easter eggs’, as well as a 360° stage and curved screen featuring a suite of unique contextual animations. Every corner of the space held new surprises.

We first brought the Tudum logo into 3D, giving the letterforms surprising dimensionality in both flat applications and a physical installation of the wordmark, made even more ‘extra’ in a hot pink, fuzzy texture. Illustration provided the perfect arena to highlight Netflix content and fan culture. Hero illustrations depict scenes of fans with 3D paraphernalia, while spot illustrations highlight objects or ‘easter eggs’ from popular titles: corgis (Bridgerton) to waffles (Stranger Things), a severed hand (Wednesday) to a red beret (Emily in Paris). Scaled to larger-than-life proportions in activations around the space, we created unexpected connections to delight fans by bringing the symbols into their world. Every digital graphic at the main stage and around the space was contextual to the events or activations happening around it. We also designed the main stage and bespoke furniture to reference the rounded, organic forms of the venue’s iconic Oscar Niemeyer architecture.

Tudum’s resounding success proves that magic happens when fans come first: 108 million tuned into the livestream worldwide, not to mention all the tears of joy from 25k+ fans at the in-person event, which, according to Netflix’s CEO, is the real measure of success. From Brazil to the world, it’s clear that Tudum has become a cornerstone of Netflix fandom.