In an attempt to make the concept/manifesto of "Investing in Human Technology" tangible, I explored analog type experiments as a solution: making videos of the printed type over-layered with brazilian apartment windows textures, resulting in type distortions. By distorting the brand's default typography (Gellix), we aimed to represent the cycle of inventiveness as a resource for innovation and transformation. After that, the tests were reworked by the motion team through digital animation (After Effects, Blender) for more control in the animation process. The challenge was to stretch the limits of the brand's visual id, without losing consistency. The film was broadcast on all Nubank's channels.
Team:
Nubank Creative Hub
Visual, Art Direction & Motion Concept: Lorena Costa
Motion Design: Felipe Pereira, Lorena Costa, Nicole Rachid, Cadu Coelho
Copy & Script: Alê Garcia
Creative Direction: Guilherme Falcão, Maria Guimarães, Isabelle De Vooght, Tiago Lara
Production: Luiza Gurgel, Alana Morganti
We invited real women whose lives were impacted through Nubank's ESG projects to share how investing in human technology played a role in their journeys. Visually, circular shapes in motion highlight social impact as a cyclical action.
