Here, I was the creative behind the idea. I didn't direct it or produce it. I just sat in front of my computer for a few days and let the idea happen.

Even so, this film was a crazy one.

At the time, building an entire commercial around a single metaphor wasn't nearly as common as it is today. When the film won a Bronze at the Clube de Criação de São Paulo and was shortlisted at Cannes, one of the creatives I admired most at F/Nazca, Rodrigo Castelari, gave me a hug and said:

"Relax, Espeche. Think about it this way: they didn't really understand it, and it still won. Your film is going to age well."

I've never forgotten that.

Awards

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- Fiap / GRAND PRIX 
- London Festival / Bronze
- London Festival /Finalist Editing
- Cannes Lions / Shortlist
- OneShow / Merit
- OneShow Design / Merit
- Fiap / Gold Cinematografy
- Fiap / Gold Art Direction
- Fiap / Silver
- Ojo de Iberoamerica / Gold
- Ojo de Iberoamerica / Silver
- Ojo de Iberoamerica / Bronze
- Wave Festival / Bronze 
- São Paulo Creative Club / Silver 
-IDN Magazine and DVD

Diretores Executivos de Criação: Eduardo Lima
Diretores de Criação: Theo Rocha
Head of Art: João Linneu
Redator: Thiago Espeche
Diretor de Arte: Fabiano de Queiroz - Tatu

Diretor: Pedro Becker

The 17th Festival of Contemporary Art had sensorial installations as its mood, and its main attraction was the Danish artist Olafur Eliasson. Considering this particularity, we invited people to come out of their sensorial routines.

Because of a lack of interest in our fellow men, our tendency for procrastination, the inconvenience of haste, fear and shame, for thinking only about reaching goals, and not the journey there, for wanting to just press a button and immediately demanding that everything happens, for all of this and a little more, we believe that the elevator is a good metaphor to demonstrate the feelings of our poor current society.

Another important decision was to cut some objects from the scene in order to enhance the sensation that the elevator is just in the surroundings of the character, and not necessarily in life in its entirety.