CANNES LIONS | COUNTRY OF THE YEAR
ART DIRECTION | EDITING | SOUND
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.
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.
ROLE:
I led the art direction of the video editing, shaping the visual journey through a selection of twenty Brazilian campaigns, enhancing the core emotional message with powerful imagery and sound. Created to commemorate Brazil being named Creative Country of the Year at Cannes Lions 2025, 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.
I led the art direction of the video editing, shaping the visual journey through a selection of twenty Brazilian campaigns, enhancing the core emotional message with powerful imagery and sound. Created to commemorate Brazil being named Creative Country of the Year at Cannes Lions 2025, 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.
The video was screened across several key venues at the Cannes Lions 2025, including its flagship 19 m × 8 m LED wall in the Lumière Theatre, the iconic Debussy Theatre, and the expansive outdoor viewing zone on The Terrace. Created to honour Brazil’s designation as Creative Country of the Year, it ran repeatedly on reaching a vast audience of 13,000+ attendees from 97 countries, with over half of delegates occupying senior-industry roles. This ensured that the film’s message reached a broad, influential global audience..
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