MATTER’s role
Entertainment studio, São Paulo
The identity used 3D visual elements and cast the character Pulga as the protagonist of the event communications, carrying through into a bold, motion-based “Abraço” key art that Netflix backed despite the risk. The tagline “O Último Corre”, established during Season 4, carried through to the finale. Bronze at the Clube de Criação 50th Anuário, Branded Content and Experience.
The problem
One of Brazil’s biggest series was ending after five seasons. Sintonia had spent years mirroring the real pulse of Brazilian youth: street culture, music, aspiration, a generation that finally saw itself on screen. Netflix needed to close it with that same weight, on a date that was already fixed.
The position
A finale is a goodbye, and a goodbye should be held in person. Not streamed, not posted: felt, shoulder to shoulder, in the same streets the show came from.
What we made
We built an integrated finale campaign and a festival-scale live event, O Último Baile: a free celebration in São Paulo turning favela energy into real-world spectacle, with Bailes Funk, rap battles, grau shows, and live performances from Racionais MC’s and MC Hariel. A 3D identity anchored it, Pulga voiced the whole event, and the motion-led ‘Abraço’ key art carried it visually, backed by custom media and real-time coverage.
The result
11,000 fans filled a free ten-hour festival, with two stages and over twenty artists, meeting the client’s own target for the night. On social media alone, the event reached 114 million people and earned more than 420 media placements.
The results
Figures reported in this case · Content date: 21 Oct 2026