NUBANK | THE SPHERE
YOU AT THE CENTER
Experiential DIRECTOR & CREATIVE DIRECTOR | RISE NEW YORK
To celebrate a historic milestone—reaching 100 million customers—Nubank set out to create more than a campaign. This was a moment to reflect, to express gratitude, and above all, to remind their audience of a simple truth: you are at the center of everything.
The creative concept turned that idea into a living metaphor. Using Houdini, 100 million particles—each symbolizing a customer—were simulated and brought to life. Flowing together as a cohesive, dynamic entity, these particles moved not as individuals, but as a collective. They weren’t treated as data points—they were treated as people. Their motion told stories, shaped symbols, and echoed the emotional journey of a brand built on human connection.
To bring that emotion closer to the surface, Nubank selected six clients from Brazil, Colombia, and Mexico—diverse regions that represent the heart of its growing Latin American community. These individuals were flown to a studio, where they were filmed to capture genuine moments and nuances that would become the emotional centerpiece of the narrative. Their portraits were then meticulously reconstructed using particles, transforming millions of digital points into deeply personal tributes. A striking visual reminder that every individual in the crowd holds meaning.
This story unfolded on one of the most ambitious canvases in the world: The Sphere in Las Vegas. Renowned as a cutting-edge platform for immersive storytelling, The Sphere is more than a screen—it’s a space where architecture, light, and motion converge to create unforgettable, sensory experiences. As a symbol, it was the perfect echo of the campaign’s core idea: that Nubank’s clients are, quite literally, at the center of everything.
The animation was designed with this in mind—crafted to radiate both intimacy and magnitude. Every pulse, every shift, every transformation of the 100 million particles was built to carry emotional weight, whether viewed from afar or felt deep within.
This campaign was a celebration of people, brought to life with care and precision. A visual thank-you that resonated far beyond the surface—living not just on one of the world’s most iconic screens, but in the hearts of everyone who experienced it.
“100 million particles—each symbolizing a customer—were simulated and brought to life.”
“The First Art Satellite ever to
be launched”
“The Sphere is a massive, fully immersive, architectural storytelling platform”
