Nubank Insurance

Seguros Nubank, 2023

The challenge we faced in 2023 for Seguros Nubank was to create a compelling narrative about our products while avoiding fear-mongering, a common approach within the insurance category. Instead, we aimed to focus on Brazilian truths. After extensive research and creative work, our talented team devised an insightful strategy based on Brazilians' love for superstitions to protect them.

Rather than working against them, we decided to incorporate these superstitions into our campaign in a respectful way. Nubank Seguros was introduced through an exciting activation event at Parque do Ibirapuera. During this event, we shared protective and lucky amulets along with messages about all of our insurance products. We also employed augmented reality to engage attendees, offering them a unique "luck of the day" experience through AR technology.

Challenges and Solutions

In any project, maintaining brand consistency while exploring new creative directions is an thrilling challenge. For this campaign, we effectively addressed this challenge by separating the two main themes: Nubank Seguros and Superstitions.

To visually distinguish between the two themes, our awesome designer introduced a dichotomy by incorporating a new font and gradients when discussing the supernatural elements. Additionally, four different illustrations were created to represent our chosen amulets for the activation. As a motion designer, this presented an exciting opportunity to experiment with various design elements not typically found in our brand guidelines, including fake-3D effects, lighting, color changes withing gradients (creating at least 14 unique animated gradients), and other animation techniques not usually seen within the category, all used at our social media communications as spoilers of the stunt and at the gift-machine as a loading screen.

To enhance the consistency of our campaign and maintain alignment with our brand identity, the illustrations were presented within card-like frames. I proposed a tarot-inspired approach to their reveals, treating them as individual cards. This concept not only added a unique flair to our campaign but also facilitated consistency, particularly in our product-centric media pieces.

When working with our standard shapes, we continued to apply the "card" concept by manipulating and unveiling information as if these shapes were three-dimensional elements. This approach ensured both brand consistency, maintained through flat colors and simple shapes, and campaign cohesion, achieved through dynamic animations. This strategy proved to be a straightforward yet effective way to maintain visual consistency across our brand while delivering a captivating campaign.