Prio: The Mind is Unstoppable | HardCuore
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Prio: The Mind is Unstoppable

We directed and produced a short film to celebrate the power and resilience of people with disabilities at the Paris Paralympic Games.

How can we translate the journey of overcoming and the winning energy that lives in the mind of every Paralympic athlete? In “Prio: The Mind is Unstoppable,” design creates emotion and transforms physics into empathy.

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The biggest challenge was bringing a sensitive approach to such a complex theme while keeping the narrative engaging and elevating.

We explored balance points, gravity, scales, and dimensions to give breadth to the various adversities and challenges of everyday life.

The athletes were shaped as if molded from clay, capturing their physical essence, individuality, and sense of heroism.

The shots alternate throughout the short film with the purpose of changing the viewer’s perspective and bringing movement to the story in an exercise of empathy and impact.

The film was featured in some of the most prestigious awards in Brazil and around the world.

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Design + physics = emotion

Prio, the largest independent oil and gas company in Brazil, launched the campaign “The Mind is Unstoppable” to celebrate its sponsorship of Brazilian athletes at the Paris Paralympic Games. As part of this celebration, we were invited to direct and produce the campaign’s animated short film - an emotional exploration of these athletes’ journeys.

The main challenge was to bring a sensitive approach to such a complex theme, while keeping the narrative captivating and uplifting, navigating the lived reality of people with disabilities.

To tell this story of resilience and overcoming, the script follows the main character: a small ball of modeling clay. Strong, resilient, and adaptable, it moves through different environments, taking on new shapes to reach its goals. The main obstacles? Universal elements: the laws of physics. After all, they may be the same for everyone, but the challenges faced by people with disabilities are unique to each individual.

This visual concept unfolds through a mix of stop motion and 3D animation as the film’s chosen aesthetic. Throughout the short, we explore balance points, gravity, scales, and dimensions to give weight and depth to the everyday adversities people face.

The shots shift constantly, aiming to change the viewer’s perspective and bring movement to the narrative in an exercise in empathy and impact.

“The Mind is Unstoppable” is a film that teaches, moves, and inspires. It’s the power of craft as a daily exercise in empathy, showing how design can bring meaningful transformation to people’s lives.

Credits

  • Agency
      Monkey Land
  • Direction
      Breno Pineschi + Rafael Cazes
  • HardCuore Team
      Flavio Mac, Fernanda Rodrigues, Isaac Simão, Déborah Zapata, Marcos Rigobello, Pedro Lambuja e Talita Barcelos