Institutional video for Reserva connecting the passion for football to the relationship between fathers and sons — featuring motion design, kinetic typography, split-screen compositions, and animated data visualization.
Create a Father's Day video for Reserva that strayed from generic emotional tropes. The brand wanted something that connected fathers and sons through a real and shared passion — football — involving players, influencers, fans, and real customers, all filmed at Maracanã.
I developed a visual language that blends live-action footage with striking motion design: red kinetic typography over dark backgrounds, animated collages of father-son moments, dynamic participant profiles with marquee tickers, and a closing data visualization showing the campaign's impact in real metrics.
I started with raw footage shot at Maracanã and lifestyle locations. I created a visual system with a red/black/white palette that dialogues with Reserva's identity. The editing pace alternates between intimate moments (B&W close-ups) and visual outbursts (split-screens, collages, kinetic type), creating an emotional rollercoaster that hooks you from start to finish.
The word "FOOTBALL" appears in bold red serif over a dark background with dot textures, while footage of a father and son watching the game enters the frame within a floating window. The large typography acts as a visual anchor that sets the tone for the entire campaign — football as a universal language between generations.
Four simultaneous moments in an asymmetrical grid: a grandfather hugging his grandson holding a ball, a close-up of a goal net, a backlit silhouette of a player, and fans celebrating in B&W. The quadrants enter at different times with smooth easing, and the composition reinforces the core idea — football connecting all generations.
Cards with red borders over a white polka dot background — each containing UGC video of families in stadiums and at home. The composition is purposefully "imperfect," with subtle rotations and overlaps, simulating a wall of memories. The contrast between the clean background and the energy of the videos creates visual tension that catches the eye.
Participant portrait framed in a card with white and red borders, floating over a background of stadium seats with dark, reddish grading. The name appears in bold typography with a progressive reveal. It's an editorial design feature brought into motion — each person becomes a "card" within the campaign's visual universe.
Close-up portrait of player Tardelli with his name in giant serif at the bottom, while horizontal tickers scroll across the top and bottom with categories: "Players", "Reporters", "Influencers", "Customers", "Legends". Red highlights specific categories. This feature creates a hierarchy among participants without needing explanation — the design tells the story.
White cards over blurred stadium footage reveal the impact numbers: "+XXK" new followers (+105%) and "XXXK" interactions (+85%). The numbers enter with counter animation — climbing quickly to the final value — while the background slowly zooms in, adding a sense of growth. It is the moment where emotion meets concrete results.
A dark screen with dot textures reveals the campaign results: "#X most remembered brand on Father's Day in Brazil" over a red highlight background, followed by an animated pie chart with the Reserva logo (pigeon) in the center. The data visualization with an editorial aesthetic proves that the campaign didn't just evoke emotion — it performed. The graphic motion uses organic easing to avoid looking like a spreadsheet.