EXPERT XP
“The future belongs to the experts.”
Recognized as the largest investment event in the world, Expert XP brings together global voices like Tom Brady, Steve Wozniak, Michael Phelps, Malala Yousafzai and Tony Blair, positioning itself beyond finance as a platform for culture, innovation, and global thinking.
In 2023, the concept reflects a shift:
the future is no longer controlled by institutions, but by individuals.
Here, being an expert is not about status.
It’s about taking ownership.
Expert XP is where people don’t just learn from experts.
They become one.
The key visual was built from flowing linear segments inspired by neural connections.
Lines that expand, connect and transform, creating dynamic shapes in constant evolution.
A direct translation of the concept:
knowledge in motion.
More than an aesthetic choice,
a visual system that represents how information flows, connects people, and builds experts.
To announce Tom Brady as one of the key headliners of Expert XP 2023, we didn’t just use OOH.
We broke it.
A full-scale football bursts through media placements across São Paulo, turning the city into a live impact moment.
Not CGI. Real materials. Real rupture.
Each piece drives to the event via QR code.
If it’s the biggest investment event in the world,
the message can’t be subtle.
The Goat
A ring for an Expert
To celebrate the arrival of Tom Brady, we created a custom XP ring inspired by Super Bowl championship rings.
A symbolic piece that translates excellence, legacy and achievement into the language of the brand.
