Institutional manifesto piece for Reserva, answering market unrest after the founders' departure. A moving statement that translates the brand's DNA into editorial language, from the newspaper header to the final logo.
In August 2024, the specialized press raised public doubts about Reserva's future after the founders' departure. The brand needed a public response that wasn't defensive or overly institutional — one that reaffirmed its identity without sounding corporate. The challenge was to build a manifesto piece balancing journalism, fashion editorial, and business data into a single 2-minute narrative flow, without losing the street-smart tone that defines Reserva.
I structured the piece into three acts: headline (acknowledges the market noise), DNA (shows what the brand truly is), and metrics (proves it with numbers). Each act has its own visual language — newspaper typography in act 1, editorial collage in act 2, institutional graphics in act 3 — but all stitched together by the same maroon serif pulse on black. The result is a video that speaks to the investor, the employee, and the consumer simultaneously, without betraying any of the three.
I started by mapping the original newspaper article to translate the headline into animated typography with the same editorial hierarchy — red tag, bold title, supporting subtitle. Then I built the central mosaic as a cultural feed of the brand, cutting and syncing 9 simultaneous videos to the exact rhythm of the soundtrack. The EBITDA and UGC charts were designed from scratch in AE with serif typography to connect with the editorial universe, avoiding the generic PowerPoint look. I closed with a dry fade logo reveal — a total contrast to the core's visual density, letting the woodpecker itself have the last word.
The opening reconstructs the original article's layout — red 'AUGUST, 2024' tag, bold headline, blue rotoscoped illustration with a red outline. Cuts straight to 'We remain faithful' in three overlapping layers: outline, filled italic serif, outline again. The vertical repetition creates graphic weight and acts as a typographic signature that returns throughout the rest of the video.
A 9-window simultaneous grid assembled frame by frame with clips from previous campaigns — music, soccer, beach, carnival, family. The large serif typography ('to what brought us here') overlays the mosaic without blur, creating a direct contrast between editorial language and chaotic feed. Each window has its own timing but all follow the same soundtrack BPM.
Sequence of the product pillars — original prints (Caipirinha), Nosso Camarote, Ambiental line with recycled denim. The palette alternates between black-and-white with red accents and original campaign images, keeping the brand recognizable even when the source material varies. The transition between blocks uses the red woodpecker as a recurring punctuation element.
Reserva Mini, Reserva Barber, POS experience — each extension gets its own block with a distinct graphic treatment, all unified by the maroon serif typography. The longest segment ('We deliver passionate experiences') pauses the frantic pace and allows for a visual breather before the business data.
The business data — EBITDA, UGC engagement, benchmarks against Hering and Riachuelo — were designed in serif typography and a maroon/red/black palette, the same typographic system as the core. The decision to reject the generic corporate slide look was essential: the charts integrate into the film as part of the narrative, not as an attachment. Bar animation with ease-out syncing with the voiceover.