To bring together the points of comfort, freedom of movement and diversity in the most famous party in Brazil, DABBA invited the producer TILT REC to collaborate on the concept and sign the action films. Check out:
Tiago Moraes de Almeida, creative director at DABBA, says:
“We had the opportunity to bring a different look to a carnival campaign. When we thought about how to connect aspects of Converse’s new comfort line – Converse CX – and stories of groups of people who created incredible things to get out of their comfort zone, we saw in the stories of three carnival blocks the perfect connection. We united the brand with the blocks Ilú Obá de Min, Bloco 77 and Cumbia Cavalera and created incredible films and mini docs for the campaign.”
In addition to the mini docs (Converse Brasil (@converse_br) • Photos and videos from Instagram), signed by Thatiane Almeida (MAGMACX), Connecte-Com o Inesperado features the films “Hero” and “Our Beat” – with the behind the scenes of the creation of the campaign’s soundtrack – which was co-produced by Marcelo D2, Nave Beatz and Kiko Dinucci and with the participation of artists from the brand’s All Stars community, Mamma Gold, Preto Raro and Virgo Virgo -, both directed by Beto Macedo. The director states:
“The film ‘Hero’ provokes people to look at the city and everyday life in a different way. It is a story that promotes the encounter of different cultures, musical genres and flags. We had the opportunity to bring together a lot of talented, creative people committed to producing material with soul.”
One of these talents is Thatiane Almeida (MAGMACX), who directs the three mini docs. “The biggest challenge was precisely to reproduce, in short films, the essence of each block, in addition to translating what it is to actually be inside these blocks. Before filming, we had a chat with members of the groups, which was fundamental in providing ammunition and sharing information in the construction of these narratives. I am very happy to have been able to record such creative and important cultural movements,” she says.
The Connect with the Unexpected campaign is on Converse’s social networks (@converse_br). The musical track starring All Stars and produced by Nave Beatz and Marcelo D2 will have a special release in March.
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