"Fica Tudo Bem" by Silva and Anitta | HardCuore
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Fica Tudo Bem, Silva feat. Anitta

We created the script, art direction, general direction, and production for Silva's hit, in an unprecedented partnership with Anitta, which quickly reached millions of views right after its release. We portrayed Silva and Anitta with aesthetics, irony, and good humor, trying to save a love—or could it be something bigger?

To illustrate this story in a plastic and elegant way, we used 3D elements, color blocking, and live action.

Read more about this project

The hands of the clock moving backward evoke those moments when we feel like we're wasting time in a relationship. Who hasn’t been there?

The hands of the clock moving backward evoke those moments when we feel like we're wasting time in a relationship. Who hasn’t been there?

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A pop metaphor about love and its crises

We portrayed Silva and Anitta, with aesthetics, irony, and good humor, trying to save a love—or could it be something bigger? To illustrate this story in a plastic and elegant way, we used 3D elements, color blocking, and live action.

The initial brief was to have the duo exchanging love advice. But after analyzing the lyrics, we realized we could go further: “Fica Tudo Bem” is also an irony in the Brazilian context. The relationship sung about is in crisis, drowning in cliché advice to avoid its problems. Something similar to the political situation in Brazil.

To tell this story in a more unusual and fun way, the video is full of Easter Eggs, with details waiting to be discovered and revealed by the audience. Fans’ participation and interest in unraveling and dissecting the scenes created buzz on social media, generating spontaneous engagement.

We also created exclusive elements, such as the “Fica Tudo Bem” typography written on the boat, made by a traditional boat sign painter from Belém do Pará. In partnership with the project "Letras Que Flutuam," which values and supports these artists from various riverside towns, we were able to bring a bit of popular culture through vernacular painting, a distinctive form of graphic expression in Brazil.

The stickers on the Beetle, designed by us, are linked to Silva’s albums, like the phrase “O Brazil não conhece o Brasil” and the planet Jupiter. Additionally, in post-production, we combined analog and 3D elements to achieve the desired result within a tight pre-production timeline.

Released on Valentine’s Day, the film ends with the clock stopping, marking the reunion of love with its immortality. The final scene, where time slows down, is a tribute to the writer José Saramago, who had clocks in his home set to the time he met his wife.

Driven by the blend of Silva’s sonic quality and musical maturity, along with Anitta’s special participation, the video quickly went viral, reaching millions of views on YouTube. The video’s message was “decoded” by viewers, who left thousands of comments on the platform.

Credits

  • Production Company
      HardCuore®️
  • Creative Direction
      Breno Pineschi + Rafael Cazes
  • Direction
      Breno Pineschi + Rafael Cazes
  • Cinematography Direction
      Marcelo Durst
  • Production Direction
      Vinicius Rochlin
  • Production Coordinator
      Marcela Newmayer
  • Art Producer
      Nubia Leite
  • Assistant Director
      Fernanda Badaue
  • Color Grading
      Pedro Conforti
  • 1st Assistant Camera
      Ze Limonji
  • 2nd Assistant Camera
      Jonathan Abdul
  • Logger
      Thais dos Santos Faria
  • Electrician
      Aridalto de Assis
  • Electrician Assistants
      Antonio Barcelos
  • Electrician Assistants
      Vinicius de Assis
  • Electrician Assistants
      Jose Roberto da Silva
  • Electrician Assistants
      Alessandro dos Santos Rocha
  • Props Master
      André Leite
  • Props Master
      Lubio Mello
  • Props Master
      Thiago Silva
  • Props Master
      Sirnei Martins
  • Making of
      Vidafodona
  • Styling: Silva
      José Camarano
  • Assistant Stylist: Silva
      Yuri Horsth
  • Make Up: Silva
      Nataly Novidchenko
  • Styling: Anitta
      André Assis
  • Make up: Anitta
      Rodrigo Costa
  • Runner
      Victor Canthe
  • Executive Production
      Renata Garcia
  • Executive Production Assistant
      Déborah Zapata