Matter+Energy. A Storehouse of Creative Energy. São Paulo, New York, Barcelona, Madrid, Paris.

Avatar S02: Launch Campaign

Created by MATTER for Netflix, 2026

Earth-sculpted OOH brings the Earth Kingdom to Bahia.

Clay relief poster for "Avatar: O Último Mestre do Ar" set on red earth in a street in front of an old church
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 we took

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 numbers

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.

Close-up of a clay relief sculpture: the carved face of a bald boy with an arrow mark on his head, among other figures
Detail of a clay relief spelling "Avatar: O Último Mestre do Ar" and the Netflix logo above a mound of red earth
Terracotta relief of Avatar characters on a pile of red soil in a town square, an old building and tree behind it
Front view of a clay relief poster for "Avatar: O Último Mestre do Ar" on a mound of red soil in an open lot

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.

Project information
  • Launch Campaign
  • Entertainment
  • 2026
  • PR-Stunt for Launch
MATTER+ENERGY
Creative: Gleison Stievano, Kika Igue, Marcos Bispo
With Zaia and Monks
Netflix

Other projects

Something worth making?

Talk to the people who’ll make it → hello@matter-energy.com