The launch campaign for the XP Legacy Card was created to position the product within a territory of high sophistication, aimed at an audience that sees wealth as part of a broader trajectory and a legacy in the making. Rather than simply communicating financial benefits and exclusive perks, the idea was to present the card as a symbol of achievement, long-term vision, and continuity, an object that materializes the relationship between performance, choices, and the mark one leaves over time.
In the film, starring Rodrigo Santoro, the narrative begins with a well-known and established figure but shifts away from the traditional notion of protagonism. Even with the actor’s strong presence, the card itself becomes the central element, synthesizing the idea of legacy. The visual and narrative approach was designed so the card could subtly and elegantly steal the scene, reinforcing the concept that what is built over a lifetime is reflected in the choices one carries, and that a card can say a great deal about who you are, what you have achieved, and what you intend to leave behind.
In the film, starring Rodrigo Santoro, the narrative begins with a well-known and established figure but shifts away from the traditional notion of protagonism. Even with the actor’s strong presence, the card itself becomes the central element, synthesizing the idea of legacy. The visual and narrative approach was designed so the card could subtly and elegantly steal the scene, reinforcing the concept that what is built over a lifetime is reflected in the choices one carries, and that a card can say a great deal about who you are, what you have achieved, and what you intend to leave behind.
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INFO
Case - XP Legacy
Brand - XP Inc.
Agency - MAGENTA
Year - 2025
