CANNES LIONS | COUNTRY OF THE YEAR
ART DIRECTION | EDITING | SOUND
Led the art direction and video editing for the Creative Country of the Year film honouring Brazil at Cannes Lions 2025, shaping the visual and emotional arc across twenty standout Brazilian campaigns. The work was showcased on the Festival’s flagship 19m × 8m LED wall in the Lumière Theatre, the Debussy Theatre and The Terrace outdoor zone, reaching more than 13,000 senior-level delegates from 97 countries. By elevating Brazil’s creative narrative through cinematic storytelling, the film strengthened audience engagement during a record year of 26,900 entries and contributed to the continued momentum of Informa Festivals, which posted 8.3% underlying revenue growth and over 20% reported revenue growth in 2025.
CONTEXT:
Brazil was named the first Creative Country of the Year at Cannes Lions 2025, honouring its consistent creative success and strong festival record. The award highlights Brazil’s growing creative sector, marked by diversity and innovation, and recognises its creative economy as a key force for cultural and economic development. The film features the testimonies of leading figures in Brazil’s creative industry. The narrative, conveyed through their words, captures the essence of its people and their creative process. The result is a celebration of life and creativity, as well as of resilience and the ability to overcome obstacles.
Brazil was named the first Creative Country of the Year at Cannes Lions 2025, honouring its consistent creative success and strong festival record. The award highlights Brazil’s growing creative sector, marked by diversity and innovation, and recognises its creative economy as a key force for cultural and economic development. The film features the testimonies of leading figures in Brazil’s creative industry. The narrative, conveyed through their words, captures the essence of its people and their creative process. The result is a celebration of life and creativity, as well as of resilience and the ability to overcome obstacles.
NARRATION OF THE FILM:
MARCELLO SERPA
Former Creative Director & Co-Chairman
AlmapBBDO
FELIPE SILVA
Partner & Creative Director
GANA
RAPHAELLA MARTINS ANTONIO
Program Manager, Creative X
META
PATRICIA CORSI
Chief Growth Officer, Kimberley-Clark
Kimberley-Clark
HUGO RODRIGUES
Chairman
WMcCANN