Launch film for Reserva Sprint — Reserva's new performance line. The brand retires its iconic Pica-Pau for a tortoise, rewrites "no pain, no gain" as "no pain fun, no gain", and argues, in two minutes of editorial motion, that fun finishes first.
Launch Reserva Sprint — Reserva's athleisure and performance line — without defaulting to the category's default aesthetic of suffering. Every other fitness launch that season traded in the same visual shorthand: slow-motion sweat, veins, grit, the cult of "no pain, no gain". The brief was to enter the market by explicitly not sounding like it.
A manifesto that does the unthinkable for a sportswear brand: it retires the mascot. The iconic Pica-Pau is traded for a tortoise, and the film reframes Sprint as the line for people who want to enjoy the journey, not endure it. Gritty fitness tropes are played straight long enough to feel familiar — then undercut by a deadpan reveal, an editorial fable, and a piece of kinetic typography that strikes "pain" out of the cliché and writes "fun" over it.
I designed the film as three movements stitched together: (1) over-familiar fitness language to set the category trap; (2) the quiet, absurd tortoise reveal and a magazine-style fable that rewrites the rules; (3) a documentary close — on-location activation in Rio, real press clippings, kinetic campaign metrics. Editorial serif typography carries the thesis, documentary footage carries the human side, and cuts happen on meaning, not on beats.
Gritty athletic portraits — sweat, water spray, slow shutter, warm-black grade — establish the exact visual language the piece is about to subvert. Close-ups of a wrist, a dumbbell and a laugh hold the frame long enough to feel fitness-ad familiar before the film turns against its own grammar.
A red bar chart of the Global Wellness Economy scales out to 2029, layered with the kinetic line "further, finish first." The bars draw in on 24fps steps; the headline cuts through the plot with a hard wipe, marking the intellectual turn from mood piece to thesis.
A tortoise walks into a dimly-lit warehouse — the new mascot for Reserva Sprint, swapping the brand's iconic Pica-Pau for something slower, stranger, harder to ignore. The shot is held unusually long, so the absurdity of the casting decision lands on the viewer rather than on the cut.
The tortoise-and-hare fable is rebuilt as a magazine spread — red-bordered UI frames, a drone-shot trail "reel", and a right-hand column of body copy. The layout scrolls like a print feature, not a social post, pacing the joke as a thesis rather than a punchline.
Over an arm-wrestling match between a young fighter and an older one, the cliché "No pain, no gain" is typed onto the frame — and then "pain" is struck through and rewritten as "fun". A one-frame substitution does all the work of the campaign thesis, with the rest of the shot staying deliberately out of the way.
A black two-column manifesto page — full italic serif copy locked left, the "No pain fun, no gain" mark locked right. Paper grain, long column measure and generous leading give the page the weight of an editorial feature rather than an ad, letting the argument breathe.
Documentary footage from the on-street activation in Lagoa Rodrigo de Freitas, Rio — runners, Sprint flags and a cart-based photo station ("Sua foto te espera") composed as a vertical triptych. Three columns, three micro-stories, one location — the campaign meeting its audience in public.
Press clippings from Exame, Meio & Mensagem and Mercado & Consumo collage onto a red field, with kinetic metrics locked in red type: earned media placements, audience reached, commercial valuation. Numbers blur in, placements fan out, the film closes on the part of a campaign clients actually pay for — the results.