Michael Mavian
Creative Director
In their own words
We approached the campaign as a portal into the Netflix universe.
This was a perfect opportunity to weave in some easter eggs.
Designing it early allowed us to treat it as a long-term brand expression rather than a campaign flourish.
When a system needs to travel this far, clarity is what protects the work.
The pixel quickly became the natural starting point – the smallest possible unit of vision, and a perfect metaphor for Eyeline’s work, where technology and creativity are inseparable.
The campaign was rooted in the rugged, remote landscapes of South Africa, and we wanted a system that felt like it belonged there.
Every graphic element, from typography to grid to linework, was designed to feel purposeful. That’s what gives the system its tension.
We used linework, indexing systems, and micro typographic annotations that felt lifted from technical documents or mapping interfaces.
We wanted a colour that felt elemental but not overly synthetic. This orange had a dual quality. It felt like a heat signature in the wild, but also echoed high-vis utility gear.
Articles & interviews
- LOS YORK builds a tarot universe for Netflix’s biggest global campaign
LOS YORK collaborated with Netflix and Wieden+Kennedy to create 'Discover Your Future,' a global tarot-themed campaign showcasing Netflix’s 2026 content lineup. The project included 50 bespoke illustrated tarot cards by María Jesús Contreras, a 400-page design system, and a new motion identity for Netflix’s 'What’s Next?' tagline. The campaign spanned digital, physical, and 3D billboard formats worldwide.
- Los York’s pixel-based system gives Netflix’s Eyeline a bold new vision
Los York developed a new pixel-based identity for Netflix’s VFX partner Eyeline, formerly Scanline VFX and Eyeline Studios. The rebrand uses a modular grid system inspired by the pixel as a metaphor for creativity and technology, with an RGB color scheme representing Eyeline’s three divisions. The identity balances cinematic warmth and technical precision through the use of ITC Garamond and Netflix Sans, creating a flexible system that reflects Eyeline’s global, multidisciplinary work.
- Los York Launches Wild HOKA Mafate X Campaign
Los Angeles-based creative studio Los York developed a visually precise yet rugged campaign for HOKA’s Mafate X trail running shoe. Drawing inspiration from South Africa’s wild terrains, the campaign balances technical precision with natural grit through modular grids, typographic systems, and a striking orange palette. Creative Director Michael Mavian describes the work as a dialogue between the unpredictable outdoors and a deliberate, engineered design language.