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Key takeaways:
- 404’s award-winning Netflix campaign shows how risk-taking in marketing can cut through the noise in an oversaturated market.
- Creative freedom within a structured support system enables groundbreaking work without the constraints of traditional models.
- Integrating tech with human insight leads to innovation, proving that AI and data should support, not overshadow, creative strategy.
In just over a year, Brazilian agency 404 Design & Innovation has made quite the name for itself, leading major campaigns for global brands like Netflix, Google, and Natura.
One of their standout projects, “The Cruise Heist,” was created to promote the Netflix series “Berlin,” a prequel to the global hit “Money Heist.”
The campaign captured public attention and earned 404 multiple prestigious awards, including a Clio Award, Bronze and Silver Lions at Cannes, and several Effie Awards.
We spoke with founder Rafael Caldeira about The Cruise Heist, their “Design First” philosophy, and how partnering with Galeria Holding has allowed them to take creative risks.
Who is Rafael Caldeira?
Rafael is the founder and CCO of 404 Design & Innovation. With several global accolades in the advertising industry, including Cannes Lions, One Show, Clio, El Ojo, and D&AD, Rafael was also recognized by Forbes Brazil through their prestigious 30Under30 list. Within its first year, 404 became one of Brazil's most awarded creative studios, partnering with leading brands like Netflix, Natura, and Google.
It’s rare for a young agency like 404 to take on the creative responsibility for a high-profile project like a Netflix campaign — something Rafael himself acknowledges:
“Imagine having the most important project of the year in your hands. You can choose any agency or studio in the world to partner with, and you pick one that's been operating for only 18 days, with five people. That's how amazing and perhaps crazy Netflix was.”
The goal was to create a campaign that would cut through the noise during the challenging period between Christmas and New Year’s Eve — a tough task on par with the heists planned in the show the campaign aimed to promote.
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How did they do it? By adapting the plot to the Brazilian context.
“We discovered that the most coveted jewelry in Brazil wasn't locked away in museums or safes, it was worn by rappers."
"Fortunately, one night before the streaming release, footballer Neymar was promoting a cruise featuring many big artists on the guest list. We leveraged this cultural opportunity and created a story.”
In a brilliant use of influencer marketing, the campaign had artists on the cruise post about their missing jewelry, sparking internet rumors of a real heist.
As The Cruise Heist soared to the top of Brazil’s trending topics on X, 404 revealed outdoor ads and social media posts showing “Berlin” characters wearing the missing jewelry, officially announcing the show’s Netflix release.
To understand 404’s approach, it’s important to recognize Rafael’s belief that audiences are “suffering from excessive caution and tedious market research.”
He added that even if many brands claim a desire to join conversations and create dialogues with their audience, “very few actually follow through.”
This became the motivation to go against the trend.
Much like the show it advertised, 404 took a high-risk, high-reward approach — and it paid off.
The Cruise Heist campaign won a Clio Award and several Cannes Lions. More importantly, it became a major talking point in Brazil during New Year’s Eve. Even people from countries on the other side of the globe were talking about it.
The Freedom to be Authentically 404
This level of creative freedom is a luxury, as most agencies tend to be constrained by clients or corporate structures.
404, however, were fortunate to have significant support from their partner, Galeria Holding.
By the time 404 Design & Innovation kicked off, Galeria Holding was already a major player in the Brazilian market. The agency had the management and financial tools and skills that 404 lacked, allowing 404 to focus on what they do best: creating and innovating.
When 404 was eventually acquired, the agency had the solid foundation to spread its wings and fly.
“The unique balance of complete independence and full support is rare, but that's exactly what we found with Galeria Holding. Our partnership thrives on mutual trust. Our model is based on innovation — and Galeria Holding knows that without that freedom, we couldn't be 404.”
“We need to ensure our studio is ready to take risks, knowing that bold attempts can lead to both mistakes and great successes. Of course we have goals, but we set them together. I believe we're designing a new relationship model.”
The Intersection of Science and Creativity
404 is a tech-friendly company — its name, referring to the “Not Found” website error, makes that clear. As Rafael puts it, they’re “proud tech geeks.”
Despite this, he says the agency’s “design-first” philosophy keeps the team grounded.
“Design helps us stay focused on solutions rather than getting distracted by shiny new tech. That's why for us, every brief is a design brief. This design-first approach lets our creative output take unexpected forms — from film to new technologies — making each project unique.”
It certainly is unique for one team to have such deep roots in both the sciences and humanities.
However, Rafael says a book, "The Two Cultures and the Scientific Revolution," which explains one of humanity's greatest errors: dividing people based on their affinities for the humanities and sciences, is what inspires this combined approach:
“The world's answers generally don't divide themselves in this way. Evolution exists in encounters, at intersections. At 404, we strongly believe in this.”
404 has a single team, called Product, which brings together tech-savvy individuals, art directors, copywriters, and content creators.
This is how 404 consistently brings different perspectives to the table and remains critical of design trends that “make every brand look the same.”
“Instead of following trends, we follow behavior: walking through streets worldwide, exploring TikTok, and talking with people we admire everywhere. We take all this inspiration and push further until something new emerges."
"We believe in doing and redoing, embracing the mistakes along the way until we discover something truly original.”
Innovation Through Small Team Dynamics
Operating as a small team is often seen as a disadvantage by many. This couldn’t be further from the truth for 404.
The fact the agency operates with just two departments allows it to move and act quickly. In fact, Rafael says that decisions can be made in a single Google Meet between two people.
“We challenge the traditional agency approach. Most agencies struggle with self-organization, maintain distance from clients, rely on large teams of junior staff, and require multiple departments to answer simple questions."
"We take the opposite approach. We operate with small, senior teams that work closely with clients to design solutions that truly impact business outcomes.”
Rafael also emphasizes that this team dynamic is not just about staying agile or preventing chaos from breeding more chaos.
It also gives every team member clarity of purpose, adequate time, and an environment conducive to creative excellence.
The story and operational dynamic of 404 Design & Innovation exemplify how the best creative work thrives on risk-taking, bold thinking, and the courage to embrace mistakes along the way.
“That's why our name is a tribute to an error. We believe the human element of imperfection can lead to breakthrough ideas,” Rafael shares.
This philosophy isn’t just a creative approach — it’s a competitive advantage.
In a world where innovation defines success, the ones willing to take risks and challenge norms will always find themselves leading the way.
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