We need to imagine better worlds before we can inhabit them.
Donna Haraway
Hello, and welcome to the November edition of our newsletter!
Each month we meet here to share the themes that have crossed our creative journey and are echoing out into the world. In this edition, you’ll dive into discussions on brands at COP30, the design behind Zohran Mamdani’s campaign, an espionage case involving AI, shifting expectations around brands and social issues, and the highlights from Adobe MAX Sneaks.
In the section Tátil around the World, we highlight four new cases: AXIA Energia, Sprite LimeLight, Natura Ekos Eau de Parfum, and CAIXA Concept Agency.
Our goal is to stay true to our core principle of working WITH, not FOR. Feel free to share your suggestions, comment on our content, or interact with us by replying to this email.
Enjoy your reading!
Communication, Marketing, and Brand Team
Top 5 Tátil Curations
Companies, sustainability and the COP30
As COP30 convenes in Belém, Brazil, corporations are positioning themselves not merely as guests of the climate agenda but as active players in it. Many are using the moment to translate long-standing sustainability commitments into visible action — yet the shift from rhetoric to measurement remains uneven. The summit isn’t just a stage for virtue signalling, but a test of whether value, verification and voice align.
A fresh visual in NY’s politics
When Zohran Mamdani ran for mayor of New York, he didn’t just introduce policy, he introduced color. His campaign left behind traditional party cues, instead drawing from street-life orange and subway blue to signal grounded, inclusive politics. With a logo that echoes a convenience store sign and a tonality that speaks “community” over “party”, Mamdani’s brand shows how design can reshape political perception, especially in a landscape hungry for authenticity.
AI, cyber-espionage, and the end of the fantasie
Anthropic’s latest report links AI-driven bot networks to coordinated cyber-espionage activity — but specialists argue that the evidence is inconclusive, exposing a broader shift in how we read digital threats. After two years in which every anomaly was quickly labeled “AI-powered,” the narrative is losing momentum. Automation is still expanding, but attribution is now harder, intentions are less visible, and hype no longer accounts for everything. As the discourse matures, the real story becomes how AI reshapes perception, accountability and the pace of action — even when the signals remain blurry.
What consumers actually expect from brands on social issues
A new HBR analysis shows a shift in how people want brands to engage with social issues: less posturing, more consistency. Consumers are no longer impressed by polished statements or one-off campaigns — they’re tracking whether a company’s stances align with its behavior, supply chain and internal culture. The research points to a fatigue with “performative activism” and a growing preference for action that is measurable, local and sustained. In a landscape where trust is fragmented, the spotlight moves from communication to coherence.
At Adobe MAX, AI finally shifts from spectacle to usefulness
This year’s Adobe MAX Sneaks reveal a turning point: AI is no longer being pitched as magic, but as infrastructure for creative flow. The new demos focus less on shock value and more on tools that reduce friction — from multimodal editing to real-time scene reconstruction and context-aware asset generation. What stands out isn’t the novelty, but the acknowledgement that the hype cycle has cooled: creativity now sits at the center, with AI playing a supporting role that is faster, quieter and more integrated.
Tátil around the world
AXIA Energia
Every brand carries an energy of origin — the force that gives meaning to everything it creates. At AXIA, this energy becomes articulation: a movement that connects past and future through value. Repositioning Eletrobras meant translating this legacy into a living identity that expands from engineering to innovation, from infrastructure to articulation. Strategy, naming, design and language act as one body, revealing the pulse of a brand that moves the country and now moves what’s next.
Sprite LimeLight
The Sprite LimeLight App SoundsLab is more than an app — it’s a brand experience designed to engage Gen Z within Sprite’s global music universe. We transformed this digital touchpoint into a living journey aligned with the brand’s identity and positioning. In just six weeks, we combined creative direction and interface design to translate the Limelight concept into gamified, fluid and inspiring screens. The result is an AI-powered app that connects culture, technology and individual expression, strengthening Sprite’s strategy of engaging through the power of music.
Natura Ekos Eau de Parfum
How do you translate the living intensity of the Amazon into fragrances that unite sophistication and ancestrality? For Natura Ekos, we created the conceptual and photographic language that presents the Eau de Parfum collection in a new dimension while preserving its connection with the forest. The narrative dives into invisible bonds between earth and sky, where roots, vines, leaves and stones intertwine ancestral memories and reveal the Amazonian soul. The project gained even more authenticity through a creative team with indigenous professionals, bringing representation and a deeper cultural resonance. The result is a narrative that unites elegance, ancestry and presence, expanding the long-standing partnership between Tátil and Natura.
CAIXA Concept Agency
Guided by CAIXA’s central idea at COP30 — “It’s in our nature to make it happen” — we co-created with the brand the visual language of the new Concept Agency, located in the heart of the Ver-o-Peso complex in Belém, Pará. More than a service point, the space becomes a living place where innovation, belonging and purpose coexist in symbiosis. The project makes CAIXA’s commitment to Sustainability and Diversity tangible. From the visual language to the illustrations by Pará-born artist Renata Settegowick, each detail expresses a national-scale dialogue with a local pulse — transforming the agency into a symbol of connection between the brand and the territory.
