Title: The Unknown
Product: Brazilian Creative Club Festival 2018 (Festival do Clube de Criação 2018)
Agency: FCB Brasil
Chief Creative Officer: Joanna Monteiro
Creative Executive Director: Fábio "Simon" Simões
Creative Directors: Marco Monteiro and André Pallu
Art Directors: Gabriel Barrea, Renato Picolo and Saulo Vinheiro
Designer: Fábio Cristo
Art Assistant: Paulo “PV” Azevedo
Copywriters: Gabriel Barbério, Kayran Moroni, and Ricardo Wouters
Client Services: Elton Longhi
Projects: Suélen Mariano
Media: Fábio Freitas and Robson Cruz.
RTV: Charles Nobili, Ricardo Magozo, and Mariana Carneiro
Editing (agency): Dudu Doria and Rodrigo Resende
3D and Motion Design KV: Flavio Carvalho
Typography: Atelier Olschinsky
Technology: Marcelo Arteiro and Ester Silva
Technology Production: Byzsis
Graphic Production: João Albertini and Daniela Fonseca
Client Approval: Fernando Nobre and Ciça Bernardet
Production Company: Saigon
Executive Producer: Marcelo Altschuler
Production Account Services: Fernanda Gomes, Jin Park, Tais Sanches
Director: Manu Mazzaro
Art Director: Carol Ozzi
Photography Director: Pierre de Kerchove
Production Director: Murillo Baskerville
Production Coordinators: Carol Pessini, Marina Blum
1st Assistant Director: Ulisses Wermerlinger
2nd Assistant Director: Shunji Ikuta
Costumes: Marina Vieira
Make: Mima Mizukami
Casting Producers: Edu Piva and Carminha
Assembly: Rami D’aguiar
Post Producer: Fabio Abreu
Post-Production Coordinator: Virgini Fares
Post Production: Saigon Team
Color Correction: Bleach Filmes
Sound Production: Evil Twin
Post Production: Mosh Post Production
Published: September 2018
Synopsis:
The campaign by FCB Brasil marks the 7th edition of the Brazilian Creative Club Festival, which will take place between September 22 and 24 in São Paulo.
People who work with creativity are always in search of new great ideas. But where can they be found? With the title "Welcome to the Unknown", the campaign for this year's festival invites you to dive into the unexplored.
"The unknown can evoke different emotions, such as agony, obsession, or fascination. Exploring the unknown, and all of the emotions it inspires, is the only path to finding great ideas. This search for the unexplored is the theme of the 2018 Brazilian Creative Club Festival", explains Joanna Monteiro, CCO at FCB Brasil.
Besides all of the visual identity for the festival, the campaign also features an online video, and content for digital urban furniture, banners, social networks, and ads.
The video, which was directed by Manu Mazzaro and produced by Saigon, uses visual metaphors to portray this perpetual dilemma of humanity: the confrontation between our quest for something new that ensures our evolution and the survival instinct that prevents us from diving head-first into the unknown, which is the only real path to something new.
In addition, the large shapes that comprise the art for the other materials were created using generative design, an approach in which the shapes change completely with each parameter that is added or changed. Therefore, the creative efforts in this case were themselves a dive into the unknown, as the final result was impossible to predict. And each of the shapes represents an emotion we feel during our search for something new.