MTV Against Bullying

Clube do Futuro is a creative competition organized by the Clube de Criação do Rio de Janeiro for advertising students. In 2011, I became the first winner from outside Rio de Janeiro. The brief was simple: create an MTV campaign against bullying. My idea was to turn physical traits into schoolyard nicknames and attach them to some of music’s biggest icons, including The Beatles, Freddie Mercury, Ozzy Osbourne, Raul Seixas and Rita Lee. It was a series I had always wanted to revisit, and years later I reimagine it using today’s tools while staying true to the original concept.