Creative strategist and cultural researcher.

Invisible City (Netflix)

Netflix gave prominence to the cultures of Brazil's indigenous peoples, inviting representatives of indigenous communities to occupy their profiles on the networks.

My Role

In this project, I was part of the strategy and planning team that conceptualized the campaign and mapped out the activated content creators.

The Challenge

To promote the second season of the series "Invisible City", Netflix requested a digital campaign that would generate buzz among the audience, spark organic media interest, and highlight the season's core elements while emphasizing the strong Indigenous representation in the storyline.

The Strategy

The series features mystical beings originating from forest peoples, whose cultures are primarily passed down orally through generations. Therefore, it was only fitting to give Indigenous people the platform to share their knowledge and daily lives with the rest of the country.

The Idea

From this strategy, the “Visible Stories” campaign was born, aiming to shed light on Indigenous cultures that are often invisible to those from other cultural backgrounds.

On the day before the premiere, Netflix released a teaser featuring Indigenous actress Ermelinda Yepario speaking in Tukano, an Indigenous language. The video served as a call to awaken Brazilians to what they may still fail to see about Indigenous peoples. On the launch day, Indigenous creators were invited to take over Netflix’s profiles on Instagram, TikTok, and X.

On Instagram and TikTok, the focus was on short videos and live streams, where creators shared their daily lives and stories of the mystical beings featured in the season. Meanwhile, on X, an Indigenous researcher was invited to dive deeper into the connections between Indigenous cultures and the season’s narrative.