The force within everything
THE CLIENT
CNI is the umbrella organization and the largest representative body of Brazilian Industry, dedicated to promoting economic growth, innovation and competitiveness, and advocating for the sector in Brazil and abroad.
THE BRIEF
In the context of the pandemic recession, as vaccination rates rose and optimism grew toward economic recovery, CNI needed to launch a campaign to boost confidence in the Brazilian market and reinforce its institutional presence.
THE IDEA
I worked on the concept development, scripting and as on-set Art Director to create a TVC that highlighted the often-overlooked ways industry shapes and enriches modern life, even in the details we hardly think about.
(Subtitles options included)
THE RESULTS
The campaign aired nationwide on major news channels during prime time and was hailed by the client as The best CNI film ever. It brought humor and warmth to a blunt environment while echoing Brazil’s economic revival: after the industry’s share of GDP plummeted to 10% in 2020, it rebounded to 15% in 2022 and climbed to nearly a quarter in 2024.
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Client – CNI
Agency – Lowfat
Creative Director – André Perri
Planning – Alexandre Perri
Creatives – Fabio Parrilha / Marcelo Feitosa
Copywriter – Fabio Parrilha / Yasmin Rabello
Art Director – Dalton 'Villa' Nascimento / Marcelo Feitosa
Account Director – Lane Diniz
Producer – Zeca Sobrinho
Production Company – Cinegroup Rio
Director – Jorge Brivilati
Client – CNI
Agency – Lowfat
Creative Director – André Perri
Planning – Alexandre Perri
Creatives – Fabio Parrilha / Marcelo Feitosa
Copywriter – Fabio Parrilha / Yasmin Rabello
Art Director – Dalton 'Villa' Nascimento / Marcelo Feitosa
Account Director – Lane Diniz
Producer – Zeca Sobrinho
Production Company – Cinegroup Rio
Director – Jorge Brivilati
