How can you innovate while staying true to your brand in this new era? This was the first step to create #FestivalDoLado, a groundbreaking music festival within Grand Theft Auto V (hosted by the Inverso server). Brought to you by Natura Humor and Faces, it's a celebration of the Gen Z community's dynamic and ever-evolving identity.

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This campaign became the first metaverse festival hosted by a Brazilian brand, designed to create a unique collaboration between gaming and music. Every detail was carefully crafted, from the main virtual stage to Nat Natura's look (digital assistant), including the Artist Avatars and even the meet and greet with fans.