MATTER’s role
Creative: Gleison Stievano, Kika Igue, Marcos Bispo
Season 2 is entirely about earth, so instead of advertising it we made earth the medium. It stood in Feira de Santana, the Brazilian city fans nicknamed the “Brazilian Ba Sing Se” for its resemblance to the Earth Kingdom’s capital, a fan-service layer without being the campaign’s premise. By recognising and legitimising an existing community conversation, Netflix turned a long-running online reference into a real-world experience, and news outlets covered it organically.
The problem
Avatar: The Last Airbender is the live-action series built on the four elements: fire, water, earth, and air. Season 2 is 100% focused on earth, and Netflix needed Brazil to know it. The brief was open: anything that would launch the season and make that focus impossible to miss.
The position
If the season is about earth, the launch had to be earth. Not a picture of the Earth Kingdom: an object built from the same material it wants Brazil to feel.
What we made
We teamed up with a craftsman to sculpt a billboard by hand, out of raw earth. Ninety hours of work. 120 kilograms of earth. 2.2 meters tall. No machinery, no digital enhancement, nothing added after the fact. It went up as out of home in Bahia, then spread across Brazil through the content that showed exactly how it was made.
The result
Almost 18 million views. More than 70 thousand likes. 420 comments and 2,750 saves stacked on top. Earth became media, and Brazil could not scroll past it.
The results
Figures reported in this case · Content date: 2026