The Fagundes Rehearsal
forNubank + HBO Max + The Last of Us

How do you connect Nubank, HBO Max, and The Last of Us? Sounds like a stretch, until you remember that Antonio Fagundes is not only one of Brazil’s most iconic actors, but also a huge fan of the franchise. He’s talked about it in interviews, fans bring it up all the time on social media, and he’s even said he’d love to play Joel someday.

For this campaign, we’re not hiring Fagundes as an actor. We’re inviting him just as a fan.

The campaign follows him getting fully into character, rehearsing lines, practicing scenes, preparing like he’s about to step into the world of The Last of Us. But here’s the twist: Nubank simply wants him to enjoy the show. No script, no performance, just him, the screen, and the series he loves.

It’s a tribute to fans, from one of the biggest fans out there.

At Nubank Creative Hub My Role Creative, Art Director and Designer With Vitor Barbato, Bianca Solha, Andressa Cruz, Cadu Coelho, Isabelle de Vooght, Gabriel Guerra, Fernanda Kochi, Guilherme Gaggl, Tiago Lara Motion Design & 3D Cadu Coelho Film Direction Ian Ruschel Direction of Photography

Will Etchebehere Film Edition Roberta Bonoldi Production Company Stink Audio Company Evil Twin Music Photography Claus Lehmann

Teaser

Film

🚨 Spoiler Alert

In the second episode of The Last of Us Season 2, Joel (played by Pedro Pascal) dies, a shocking moment for fans. To respond to that twist, we created a short, humorous video featuring Antonio Fagundes most famous character often warned his partner Bino with the now-famous line, “É uma cilada, Bino!” (“It’s a trap, Bino!”) a phrase that later became a beloved meme in Brazil. In our version, Fagundes delivers the line with a twist: “É uma cilada, Joel!” It’s the perfect mix of emotional release and pop culture nostalgia, and one that Brazilian fans are sure to appreciate.

Film, Elevator

To reinforce our concept and the Nubank+ product, we created this film showing how fan-to-fan excitement spreads everywhere.

Social, Trend

We jumped into the This is Me challenge trend, featuring Antonio Fagundes gradually turning more and more into Joel each day. For the final transformation, we used the official Brazilian voice actor of the character.

Visual Identity

Photographys