Nubank's 'Now You See' painted traditional banking as a beige world of eyeless masks

Position the digital bank against traditional banking as an Orwellian 1984 that nobody questions.

Show traditional banking as a conformist, monotone dystopia where nobody has 'vision', until the brand appears.

'Now you See' follows one woman through her monotonous daily routine in a city where everyone conforms and everything is beige. Director Rodrigo Saavedra and Landia built real physical masks missing eyes, each uniquely hand designed. Saavedra chose a grey world with blue skies so it would not read as post-apocalyptic: the horror is that things will keep following their methodical ways, until the brand appears.

The LBB report, published at launch, gives no results. Saavedra said he wanted a world that was scary because of its monotony and plainness.

In November 2019 Nubank launched 'Now you See', a campaign set in a dystopian city where everyone conforms, everything is beige and, quite literally, no one has vision. It was directed by Rodrigo Saavedra, produced by Landia, with Creative Lab and production company Suneeva.

The film follows a woman through her routine in an eerily beautiful world. The masks were made physically, each hand designed and missing its eyes. Saavedra deliberately did not set it after a disaster: nothing major is going to happen in this world, and the horror is that it just continues, 'until the brand appears'.

Eyeless masks give the idea of 'no vision' a literal image.

A calm, grey world with blue skies makes monotony the threat, not catastrophe.

Positioning banks as 1984 gives a digital challenger a clear contrast.

Making the status quo look like a quietly oppressive world gives a challenger something to be the escape from.

The report records only the launch.