Tudum is all about the fans, and in 2023 Netflix Brazil made history with the biggest one yet. The initiative that began as a small fan event in January 2020 has since taken many forms: annual livestream event, physical almanac, and even digital hub for Netflix fandom. From Maitreyi Ramakrishnan to Chris Hemsworth, the third annual Netflix Tudum featured a star-studded lineup of talent, in addition to exclusive announcements, immersive experiences and plenty of obsession-worthy moments.
The livestream was just the beginning; for the first time, Netflix also hosted a three-day immersive experience for fans in São Paulo. Held at Ibirapuera Park inside the Oscar Niemeyer-designed Bienal building, the event took over more than six acres and was free to the public. Featuring activations based on popular titles like Stranger Things and Squid Game, the IRL event brought shows to life for more than 25,000 fans as they made their way through the space.
We worked with Netflix to evolve the visual identity of the 2023 event. Our task: to push Tudum to the next level while staying true to the maximalist, expressive, and fan-oriented qualities of previous years. An event of this scale needed a 360° approach — our work impacted everything from main stage graphics to merch, signage to employee uniforms, promo posters to spatial installations.
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). Matching the energy of the logo, we leveraged Netflix Sans Ultra Condensed Black to maximize canvas space while referencing the typography of Brazilian street posters — a subtle celebration of the event’s locale.
Illustration provided the perfect arena to highlight Netflix content and fan culture. We invited five Brazilian artists to create artwork inspired by devoted Netflix fans and the shows they love. Hero illustrations depict scenes of fans with 3D paraphernalia, while spot illustrations highlight objects or ‘easter eggs’ from popular titles: everything from corgis (Bridgerton) to waffles (Stranger Things), a severed hand (Wednesday) to a red beret (Emily in Paris). Arranged in eclectic compositions for communications or 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.
The event’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 IRL. From Brazil to the world, Tudum has become a cornerstone of Netflix fandom. And like fans across the globe, we’ll be staying tuned for next year.
André Gonçalves, Jana Borges, Camila Ferreira, Mariana Mendes
Case Study Production
Netflix Sans by the Netflix in-house design team in partnership with Dalton Maag