H a r d c u o r e trademark

Anacapri, Summer 2020

We created and directed the summer 2020 campaign for the Anacapri brand, featuring women inspiring courage and self-love. We cast a representative lineup of five authentic female representatives, generating a wave of inspiration among the audience.

Since 2013, we have been working with Anacapri, and in this campaign, we expanded the concept related to the brand's purpose: self-esteem.

Read more about this project

Our casting represents different stories and perspectives on self-love.

Fashion that speaks about diversity and the multiplicity of feminine beauty.

More than just an image, we reflect the speech and attitude of real women. Below is a bit of the process.

See our works

  • Film
  • Design
  • Communication

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Reflections on Self-Esteem

Since 2013, we have been working with Anacapri, and this time we expanded the concept of self-esteem, linked to the brand's purpose. Thus, we brought together a cast where representativity is the main theme, featuring 5 authentic women expressing themselves on the subject and creating a wave of inspiration among the audience.

In the casting, we aimed to bring diversity, showing that fashion should also represent the multiplicity of feminine beauty. Therefore, in addition to working once again with actress Isis Valverde, we invited entrepreneur Loo Nascimento, social sciences student Daniela Santa Izabel, influencer Ali Santos, and YouTuber Isabella Trad.

We started from the idea that self-awareness begins by looking at oneself. We brought these strong and inspiring women to represent different perspectives on self-esteem. Thus, in the campaign, their speeches are amplified and reflected through the mirror.

Much more than just a pure image, the mirror propagates the speech and attitude of the women. It shows how a good self-view relates to a healthy reflection on one's unique potential.

Credits

  • Agency
      HardCuore®
  • Creative Direction
      Breno Pineschi + Rafael Cazes
  • Film Direction
      Breno Pineschi
  • HardCuore Team
      Toca Seabra, Deborah Zapata, Estela Padilha, Bruna Castanheira, Flavia Lafer, Cubi Carlos, Renata, Vidafodona