PFIZER
Na pele da arte
CANNES
2022: SHORTLIST - Wellness Category
CONTEXT
The campaign "A Realidade na Pele da Arte" merges classical art with the real experiences of people with injuries, utilizing renowned works by artists such as Leonardo da Vinci, Johannes Vermeer, Caravaggio, Renoir, and others. Four artists reproduce real injuries on the skin of characters from world-famous paintings, creating a connection between the art world and human experiences. The campaign also features a series of powerful videos in which real patients recognize their experiences in the artworks, making the project even more impactful and sensitive.
PERFORMANCE
I was responsible for the creative production of the campaign at Tracy Locke agency, ensuring that the creative vision was translated effectively and sensitively. Additionally, I took on the role of production director for the campaign video, coordinating all aspects of production to ensure that the videos captured the emotion and depth of the concept while staying true to the campaign's proposal.