The visual arts producer Black Madre signs the film of the campaign created by the DPZ agency that presents the auction of Original Pacaembu Chairs for Tok&Stok signed by nine Brazilian football stars. The event takes place on August 31, at 5:30 pm, via www.rmgouvealeiloes.com.br/catalogo.asp?Num=29580.
Stage for millions of unforgettable plays, there is no shortage of remarkable stories of idols who were able to perform at the famous stadium in São Paulo. The animation – with audio and soundtrack by Vox Haus -, summarizes in one minute, the script of an imaginary match, which brings a sequence of exciting moves carried out by the team of players participating in the action.
With 100% of the profit reverted to the benefit of the NGO Gol de Letra, the project to resignify the numbered chairs of Pacaembu is a partnership between Tok&Stok and the DPZ agency, which developed the advertising action “Sit here, you have history” for the campaign of retail network. Due to the works on the stadium, which was now managed by the private sector, the chairs would be discarded.
Tina Castro, associate director of Black Madre, believes that this work was special because it involves football and the history of the iconic São Paulo stadium. “I think this film was more than a job, because we talk about football, which is a national passion, to mention and value one of the most famous stadiums in Brazil. That's what motivated us and made this delivery here at Black Madre happen from the inside out. We really liked the result.”
The film project started from the aesthetics of tickets and posters created by Black Madre for the entire printed part of the campaign. Thanks to the animation resources, in the game created by the producer, the athletes come to life and it is possible to interact with the plays between athletes that marked the history of Pacaembu.
Former São Paulo player, Caio Ribeiro, opens the animation, followed by stars Rivellino, Casagrande and Zetti. Elano arrives and rolls the ball to Pepe, who kicks it to goalkeeper Marcos, who defends it. Following the teaser, it's Raí's turn to kill in the chest and make a perfect pass to Emerson Sheik. At this moment, the player Formiga appears to head the ball and send it straight to the goal. The film ends with the classic racing scene of King Pele, who throws his iconic punch in the air, with all the players going to meet him.
For Andre Maciel, director of Black Madre, the project's challenge was to visually translate into animation the aesthetic language created for the printed part of the campaign. “However, with the illustrations of the ticket scenes, we realized that we already had a very good concept for telling a story and, automatically, we thought of the language of animation to be able to create a narrative that could connect different stories of football celebrities”, explains, adding that it took a lot of research because some athletes like Pelé, Rivellino and Pepe are from another era and, therefore, certain images have become rarer to be found.
Matheus Gugelmim, project director at Vox Haus, highlights that the animation track seeks to capture all the emotion and adrenaline of a historic football game. Therefore, the protagonism of the narration leads the film. The soundtrack is all percussive, and almost like a fan club, it comes with a lot of energy to complete the feeling of adrenaline and give the rhythm to the scenes.
“The big challenge was to produce a super-realistic sports narration, with power and emotion. In this context, the sound effects are extremely important. That’s why we brought in the player’s perspective to increase the immersion of those who watch the film. We have the sounds of footsteps on the grass, of carts, of breathing, of kicks, the sound of the ball traveling through the air, a (real) cannon and the full weight of the fans pushing the players inside Pacaembu”, says Gugelmim.
Benjamin Yung, co-CEO of DPZ, points out that the agency was extremely excited with the idea of looking at all the history and emotion experienced by an object that would be discarded in the trash and turning it into an invaluable asset to help the education of thousands of young people. “And Black Madre, in turn, managed to translate the action into wonderful arts that added even more value to the chairs auctioned by Tok&Stok. A project that everyone involved entered with their Hearts and that fills us with pride.”
Video Source: YouTube
Black Madre Data Sheet
Producer: Black Madre
Creation Director: Andre Maciel
Executive director: Tina Castro
Planning: Leticia Alves e Beatriz Perrote
Attendance: Fernanda Lemos
Production: Laryssa Andrade
Illustration Coordinator: Icaro Yuji
Illustrators: Leo Soares, Victor Goularte, Diego Abreu, Pedro Gabriel, Igor Ras, Leandro Dexter, Bruno Ferrante, Bob Souzza
Animation Coordinator: Cesar Maciel
2D Animation: Caique Carvalho Soares, Cesar Maciel, Deley, Felipe Soares, Juli Sartori, Louise Bonne, Tiago Cordeiro.
Clean Up: Caique Carvalho Soares, Cesar Maciel, Leandro Dexter, Felipe Soares, Juli Sartori, Louise Bonne, Pamela Tanasovichi, Tiago Cordeiro.
Composition: Julia Hermini, Ramona Krüger
Locution and Soundtrack: Vox Haus Produtora
Ficha Técnica DPZ
Title: Senta que aqui tem história
Client: Tok Stok Pacaembu
Product: Cadeiras e Bancos Pacaembu
Agency: DPZ&T Comunicações S.A.
CEOs: Fernando Diniz e Benjamin Yung Jr
CCO: Benjamin Yung Jr
Executive Creative Director: Fabio Mozeli
Creative Directors: Rodrigo Vezza e Pedro Reis
Creation: Samoel Junqueira, João Palma e Fred Sekkel
Business: Fábio Losso, Eduardo Brunoro, Gabriela Ferreira e Daniela Maldonado
Projects: Marcos Yamamura e Evelyn Palhares
Client Approval: Adriana Brito, Renata Saad, Andrea Pupo, Fernanda Correa e Maria Barreira
Media: Jessica Lambauer e Giuliana Pacerini
Strategy: Fernanda Miné, Bruno Campanelli e Thalita Vitali
Influence, PR e Social: Rejane Romano, Mariana Belley, Mayara Marley, Fernanda Gil, Rafael Lima e Camila Oliveira
Integrated Production: Paula Alimonda, Rafael Motta, Felipe Moro, Natasha Fogasca, Matheus Gomes
Digital Production: Bruno Chaves
Producer/Image: Arové Produções
Direction: Bruno Cals
Photography Direction: Lucas Guido
Executive Producer: Mariah Bayeux
Production Coordination: Laila Valois
Cast Production: Laila Valois
Attendance: Bruna Gonçales
1º Câmera: Lucas Guido
2º Câmera: Vinicius Oliveira
AC: Yuri Camargo
Logger: Ali Barbosa
Electrician: Didi
Direct Sound: Claudinho Bueno
Montage: Roger Pereira
Color: @lucasguido.raw
Sound Producer: LOUD +
Music Director: Gustavo Garbato
Production: Felipe Kim, Fabio Smeili, Yuri Chix, Bernardo Massot, Henrique Guimarães, Hugo
Mariutti, Rafael Kabelo, Rodrigo Scarcello e Helton Oliveira
Finishers: Pedro Cortez, Ricardo Bertran, Luca Fasano, Eduardo Barbosa, André Gianini
Pedro Montessanti e Mauricio Canezin
Attendance: Priscila Miranda, Karina Amabile e Hingrit Nitsche
Executive Production: Maia Feres
Coordination: Ingrid Mabelle, Lara Fratucelli, Rafael Silvestrini, Leticia Nunes, Izabel Sanches,
About Black Madre
A visual arts producer, based in São Paulo, it has been in the market since 2009, with projects for various segments such as advertising, design, music, fashion, editorial and animation. Among the clients of the varied portfolio are: Coca-Cola, Puma, Nike, Adidas, Nestlé, Honda and Amazon Prime. It has received over 70 industry awards, including ABRE, FIAP Awards, ADC Awards, Cannes Lions, Clio Awards, CCSP, El Ojo, and Wave Festival.
About DPZ
Launched in 1968 by partners Roberto Duailibi, Francesc Petit and Roberto Zaragoza, DPZ became the three most famous letters in Brazilian advertising, launching campaigns and famous characters such as Garoto BomBril, Sadia's mascot, the launch of the Gol Linhas Aéreas and recently the Caverna do Dragão with Renault and #RoupaSemDatedeValidade with Electrolux. Today, under the command of CEOs Benjamin Yung and Fernando Diniz, and with the launch of the signature “Iconic ideas build iconic brands”. The agency is also recognized in the market as the “brand of kittens” in reference to the partners themselves and to all their professionals.
