The Real Machado de Assis
Machado de Assis, Brazil’s greatest writer, in the portrait everybody knows, with his Black features given back to him.
Cannes Lions 2019Bronze · Brand Experience & ActivationShortlist · Design
Play case film — sound on2:12Client
Universidade Zumbi dos Palmares
Agency
Grey Brasil
Role
Motion Design
Year
2019
The brief
For over a century the published portraits lightened his skin. The work was made for Zumbi dos Palmares, the São Paulo university founded for Afro-Brazilian students.
The idea
Not a reimagining but a reconstruction, worked up from the historical record and from photographs of the man, one of which nobody had connected to him until 2018.
The result
Stickers so readers could correct the portrait in their own copies, a petition to the publishers, and the restored painting delivered to the Academia Brasileira de Letras.
Credits
Creative Leadership — Adriano Matos, Rodrigo Jatene, Bruno Brux
Creative Direction — Marcelo Bruzzesi, Rafael Gonzaga
Creative — Gustavo Zordan, Julia Mota
Motion Graphics — Edu Menezes
Production — Lemonade / Diego Biazzon
Post / Sound — PixelLove / Satelite Audio
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