I SURVIVED UNHARMED
TO THE CONTROVERSIAL
CANNES LION 2025
I survived the controversial Cannes Lions 2025. Calm down. Not yet as a competitor climbing the stairs to win a lion. I got there by creating. And creating for whom? For Globo.
The mission was ambitious: To develop the case study that Globo would present at the festival to showcase its 100 years of advertising. A century of cultural, technological, and commercial transformation condensed into a mini-documentary capable of engaging with the global market without losing its Brazilian identity.
I was invited to join the creative team and immersed myself primarily in directing the film. I developed the storyboard and worked in art direction, helping to structure the visual narrative that wove together past, present, and future along a single line of reasoning.
It was the sum of everything that moves me:
Cannes, advertising and broadcast television. The challenge.
It wasn't just about telling an institutional story, but about translating relevance. Showing how Globo has spanned generations, shaped language, and boosted brands.
and followed the evolution of media consumption
over the course of a century.
The result was a mini-documentary designed for the most demanding stage in the world of advertising. A project that allowed me to contribute a Brazilian narrative presented at one of the largest global creative events.