Re-Reborn

From the "always beta" concept, where the new one lasts less and less and reinvent itself, FCB Brasil signs a "mutant campaign" for the 2017 edition of the Creation Club Festival.

The campaign consists of "statements" that print posters developed with an exclusive and mutant typography, created through programming from the star of the Club, with hundreds of variations of each letter, forming phrases like "This is so last scroll", "Next is the new last", "I've had that idea tomorrow", "The new is new only the first time it's new", "Everything is getting old so fast I've seen this idea before I see it", "Early adopters are late" and "Where did you graduate? In the old school?".

The mutating posters were projected using a guerilla action over the course of a week at different locations in São Paulo, such as the Image and Sound Museum, Roosevelt Park, 9 de Julho Viewpoint, São Paulo Museum of Art (MASP), Pacaembu Stadium, façades of residential apartment buildings, universities and at the event itself. The goal of the action was to bring the posters into the daily lives of São Paulo residents and to attract a diverse audience to the event, who appreciate art, technology and other creative fields.

Agency: FCB Brasil
Client: Festival do Clube de Criação
My Roles: Creative Technologist, Front-End Developer, Back-End Developer, Supplier Management.

The Case

Making of