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Verão 90, Rede Globo

We recreated the 90s and its iconic references for the opening of Rede Globo's soap opera "Verão 90." A nostalgic reinterpretation of TV shows, music videos, commercials, and objects that defined the era.

In the opening of the soap opera "Verão 90," we paid tribute to Brazilian and global pop culture for more than 200 million Rede Globo viewers.

Read more about this project

We imagined a VHS mixtape with TV content from the 90s found 30 years later.

The storyboards and the use of chromakey were very important parts of the process.

The "Canal 90" on YouTube comments on all the references used in the opening. The video was made spontaneously by the YouTuber and posted on his own channel.

See our works

  • Film
  • Design
  • Communication

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Please, Rewind

In the opening of the soap opera "Verão 90," we created a reinterpretation of iconic series, TV shows, bands, music videos, commercials, clothing, and objects that marked the era. It is a tribute to Brazilian and global pop culture to entertain the more than 200 million viewers of Rede Globo, the second-largest television network in the world.

The 7 PM storyline is set in Rio de Janeiro in the 1990s. During this time, we experienced the peak of VHS video and MTV's music culture, and it was common to record our favorite music videos, movies, and even commercials. That's why we envisioned this opening as a mixtape found today, set to the sound of the hit "Pump Up the Jam" by the band Technotronic.

The 32 dancers and actors perform our reinterpretations, from the TV series "Baywatch" to boy band performances, featuring the Macarena choreography, the lambada by Kaoma, and even the grunge of Nirvana with their classic music video "Smells Like Teen Spirit."

The idea was to go beyond TV and generate conversation among Globo's audience on the internet, both in Brazil and worldwide. To achieve this, we worked on a fast-paced edit with many "easter eggs" to be deciphered. We encouraged the audience to search for, discover, and share all the references they could catch on social media. The posts and comments on platforms like YouTube and Instagram confirm: the idea was a success.

Credits

  • Agency
      HardCuore®️
  • Creative Direction
      Breno Pineschi
  • Creative Direction
      Rafael Cazes
  • HardCuore Team
      Toca Seabra, Tasso Dourado, Pedro Conforti e Renata Garcia