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LOS YORK ® × NETFLIX
NETFLIX Discover Your Future
Overview
For Netflix’s largest global campaign to date, Discover Your Future, we created the visual universe behind the idea. What began as a tarot-inspired concept evolved into a modular design system built to flex across continents, cultures, 30+ languages, and hundreds of titles.
The Approach
We approached the campaign as a portal into the Netflix universe, using the visual language of tarot to invite discovery. This began with the creation of 50 bespoke Netflix-branded tarot cards, each featuring a unique illustration that reinterprets the platform's most anticipated titles. To deepen the world-building, we developed a custom iconography system that merges title-specific motifs with traditional tarot symbology. To bring this system to life at scale, we translated these static assets into a robust motion and design language. This comprehensive toolkit was engineered to adapt seamlessly across 30+ languages and hundreds of formats—ranging from tactile physical influencer kits to massive 3D anamorphic billboards in NYC and LA.
The Brand Mark
Alongside the tarot system, LOS YORK was also tasked with developing the evergreen design language for Netflix’s new global tagline, “What Next?” Crafted as a permanent brand asset, we designed the motion and static identity to debut within this campaign but live on as a long-term mark for the Netflix brand.
The Tarot Box
The system became a physical tarot box, designed to turn the campaign into something fans could actually hold.
Outcome: