Some briefs tell you exactly what to build, but the best ones hide something much bigger inside. This was one of those. Plurais is a browser-based metaverse where Sony Music Entertainment Brasil's 250+ employees create avatars, walk a 3D replica of their own headquarters, and experience diversity as something you live rather than something you study. It started as four screens. It's now expanding across Latin America.
They wanted four screens, but we gave them a world
Sony Music Brasil had a vision: educate their team on Diversity and Inclusion in a way that actually resonated. The original brief was simple. A few screens, some quiz questions, a handful of D&I topics covered. Clean, functional, done. We saw something bigger hiding inside that brief. So we went after it.
The company runs on a hybrid model. Around 250 people spread across different schedules, generations, and backgrounds, all expected to share the same culture and values without always sharing the same space. A quiz wasn't going to solve that. What they needed was a place. Somewhere their people could actually feel like they were part of the same world, even when they were miles apart. That insight changed everything.
Welcome to Sony Music Plurais
We named it "Plurais", the Portuguese word for plurals, because this was never just a diversity platform. It was a celebration of every single person inside the company and everything that makes them different.
Built in Unity and running directly in the browser with zero installation needed, Plurais is an exact 3D reproduction of Sony Music Brasil's office in Rio de Janeiro. Employees create their own custom avatars, walk the corridors they already know, and discover Diversity Ambassadors scattered throughout the space. These NPCs represent each inclusion vertical: LGBTQIAP+, gender, race, age, and people with disabilities. The education is built into the experience itself. Missions, quests, video content, all mixed into a world that feels like a game and works like a cultural foundation.
From the visual identity to the original soundtrack, every detail of Sony Music Plurais was designed to make people feel like the space was built for them. Today it is the official onboarding platform for every new Sony Music Brasil employee, expanding across Latin America and Som Livre. It started as a brief for four screens. It became a platform with a name people actually use.
Credits: Renan Constant (strategist, creative director, UX/UI designer), Priscilla Vasconcellos (developer), Bruno Sabadin (3D illustrator), Bruno Inácio (developer), Adrian Ricardo (developer), Miguel Vieira (developer).
Project completed under Jackfruit, 2023.