Produced by Cooler DVT and Recôncavo, the piece combines elements of American country with Brazilian rodeos
The Jaguariúna Rodeo Festival (JRF) will celebrate its 35th edition with a campaign that presents the festival’s new concept.
The film, produced by Cooler DVT and Recôncavo, is marked by the word “Una” and aims to unite diverse universes and styles with the signature “A roça é hype”, in addition to promoting the culture of the country’s interior.
“In the film, we brought the rodeo universe to the city. Simulating the three barrel race, our rider leaves the stable, invades the city and encounters several elements that express the mix of the countryside with the hype, which is the essence of the Jaguariúna Rodeo Festival”, explained Gui Marconi, managing partner of Diverti, the company in charge of the Jaguariúna Rodeo Festival and the Circuito Sertanejo.
According to Eduardo Sá, director of Recôncavo, one of the campaign’s focuses is also to bring plurality and, to this end, references ranging from American country to Brazilian rodeos were used, mixing historical elements with modernity.
The photography used in the campaign was designed to combine classic country films with the modernity and energy characteristic of contemporary parties.
“We used a vibrant color palette and lighting techniques to highlight the drama and emotion of the performances. Each scene was carefully composed to emphasize the action and reinforce the narrative, blending classic photographic techniques with modern approaches to create a visual language that reflects our message and keeps the viewer deeply involved and connected,” explains Sá.
The campaign was developed with the support of 20 professionals and was recorded in a stable in the interior of São Paulo (SP) and in the Itaim Bibi neighborhood, in the capital of São Paulo.
The Jaguariúna Rodeo Festival (JRF) is part of the Sertanejo Circuit, presented by Brahma, and sponsored by Ballatines, Galera.Bet, Volkswagen, Mercado Pago, 51, Pepsi Black, Engov, Ipiranga and Levity.
