H a r d c u o r e trademark

Rider, It Can Be Done

With the challenge of "contemporizing" Rider and bringing it closer to the young audience, HardCuore created and produced the film for the "Dá pra fazer" campaign, directed by our director duo Breno Pineschi and Rafael Cazes.

We launched the film with the brand's new strategic positioning: to value those who are hustling, connected with culture, and creating a new way to break the norms.

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The storyboards were an essential part of the pre-production phase, where we illustrated the three "maker" universes featured in the film.

Unveiling the backstage of this adventure in Rio de Janeiro's northern zone, showcasing the vibrant individuals who nurture the city's cultural scene.

See our works

  • Film
  • Design
  • Communication

Balancinho by Claudia Leitte

A little swing starring two hundred Claudia Leitte's.

Guaraná Kuat

Bringing Kuat closer to its target audience through a design inspired by icons and elements that resonate with their desires.

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‘Se virologia’, an original way to make things happen

We created and produced the international campaign "Dá pra fazer" for Rider, a traditional flip-flop brand within the Grendene Group. The goal was to launch their new strategic positioning: to celebrate those who are actively engaged with culture, forging a new path, and breaking away from conventions.

Facing the challenge of making the brand more contemporary and reconnecting it with a younger audience, we crafted a narrative that depicted three "maker" environments: a barbershop, a coworking space, and an urban street party.

Real-life characters were invited to star in each scene of the campaign, and for two days in Vila Mimosa, a neighborhood known for both its prostitution and bohemian culture in the suburbs of Rio de Janeiro, we transformed a bar into a barbershop and orchestrated a night party with over 60 extras.

We handled the scriptwriting, directing, production, and post-production for all campaign films (a 50-second film with 30-second and 15-second versions), which were aired on national TV, digital media, and cable TV in Brazil starting from December 2016. The campaign also achieved global reach, being broadcasted in over 18 countries.

Credits

  • Agency
      HardCuore®
  • Creative Direction
      Breno Pineschi + Rafael Cazes
  • HardCuore Team
      Gabriela Valverde, Marcelo Corpanni, Renata Garcia