This project marked a turning point for me.

Until then, I had built a reputation for creating beautiful, highly aesthetic work. I've always cared deeply about visuals. But thinking has always been the place where I feel most comfortable, so I decided to lean more into writing. The truth is, I'm both.

For the first time, I wrote something completely different from anything I had done before. It felt like an experiment. Less stylized, more documentary. The idea, however, was incredibly strong and deeply emotional.

My creative director at the time, Rui Branquinho, found the final piece the idea needed. Once it clicked, we went out and made the film.

It went on to win the Grand Effie Latam and became the most awarded and successful case in the history of both Y&R and BIC.

I still love this idea.

It's one I'll carry with me for the rest of my life.

Awards

Grand Effie Brasil 2017

Diretores Executivos de Criação: Rui Branquinho
Redator: Thiago Espeche
Diretor de Arte: Thiago Marcondes e Ronaldo Fonseca

Diretor: Pascoal Samora