TUDUM WORLDWIDE

Role: Design & Creative Direction
Agency: Porto Rocha

As Netflix's Tudum evolved from a local fan event into a global phenomenon, the need for a dynamic visual identity became paramount. The 2023 event in São Paulo spanned over six acres, drew more than 25,000 in-person attendees, and reached a global audience of over 78 million livestream viewers across 230 countries and territories. To meet the scale and cultural range of this moment, we developed a design system that could encapsulate the energy and diversity of Netflix's content while resonating with its passionate fanbase. The resulting identity introduced a 3D transformation of the Tudum logo, featuring bold, dimensional letterforms with playful textures like hot pink fuzz, reflecting the event's vibrant spirit. Typography drew inspiration from Brazilian street posters, utilizing Netflix Sans Ultra Condensed Black to maximize visual impact and celebrate local culture. Collaborating with five Brazilian artists, the design incorporated illustrations depicting fans adorned with 3D paraphernalia and 'easter eggs' referencing popular Netflix titles—from Stranger Things waffles to Bridgerton corgis. This eclectic and maximalist approach ensured a cohesive yet flexible identity, seamlessly adapting across various touchpoints, including stage graphics, merchandise, signage, and spatial installations, thereby amplifying the immersive experience for fans worldwide.