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LOS YORK builds a tarot universe for Netflix’s biggest global campaign 3D Advertising Billboard
The 'Discover Your Future' campaign by Netflix, designed by LOS YORK, exemplifies a strategic approach to branding that integrates a cohesive visual identity with cultural storytelling through tarot. By creating a flexible design system that adapts across various markets and mediums, the campaign not only enhances Netflix's brand presence but also invites deeper engagement from audiences, making it a model for future brand strategies that prioritize both creativity and clarity.
The Brand Identity: Fifty bespoke tarot cards, each one illustrated from scratch. Over 400 pages of guidelines. Thirty-plus languages. Formats stretching from tactile influencer kits to massive 3D anamorphic billboards in New York and Los Angeles.
Netflix’s ‘Discover Your Future’ campaign is the streaming platform’s largest global rollout of the year, and the design system holding it all together has been built by LOS YORK, the award-winning creative company working in close collaboration with Netflix and Wieden+Kennedy. The campaign uses tarot as a lens for exploring Netflix’s 2026 library – a concept originated by Wieden+Kennedy and Netflix, with LOS YORK tasked with bringing that vision to life at scale.
That meant developing a complete visual world: a tarot system encompassing dozens of titles, a custom iconography language, a flexible identity capable of adapting across markets, mediums and cultures, and a comprehensive motion and design language to carry it all. “We approached the campaign as a portal into the Netflix universe,” Creative Director Michael Mavian explains. “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.” Each card operates on multiple levels.
Two custom icons sit in the corners, working together to create something that rewards closer inspection. One connects directly to the Netflix title the card represents, grounding it in a specific show or film. The other references the underlying arcana, linking the card back to centuries of tarot symbolism. “This was a perfect opportunity to weave in some easter eggs,” Mavian shares.
For anyone willing to look closely, each card holds a layered conversation between Netflix’s storytelling universe and the rich visual tradition it’s borrowing from. The illustrations came from a single artist across the entire set – María Jesús Contreras, whose ability to bridge traditional tarot sensibility with a contemporary edge made her the right fit for a project of this ambition. With over 50 bespoke illustrations to deliver, the partnership needed a rigorous process from the outset.
LOS YORK spent early development narrowing in on a specific illustration style, then locked in a workflow running from concept through sketch to line work to colour, staying in close collaboration throughout. “Her ability to capture likeness was also critical given the range of talent involved,” Mavian notes.
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The article discusses a significant global campaign for Netflix that showcases innovative branding strategies through cultural storytelling, making it highly relevant and impactful for brand strategy professionals.