Maieutic film - MuBE

Wild posting and billboards across the city of Sao Paulo

Shampoo encouraging people to questioning everything during shower time


Campaign for the Brazilian Museum of Sculpture and Ecology, MuBE, promoting the concept of "Maieutic", the Socratic mode of inquiry, questioning everything, which aims to bring a person's latent ideas into clear consciousness.
The film shows the character's trip throughout some of the most iconic Brazilian sculptures, feeling doubt, reflection, and self-knowledge.

This student campaign titled 'Maieutic' was published in Brazil in June, 2022. It was created for the brand: Brazilian Museum of Sculpture and Ecology, by ad school: Miami Ad School. This Direct, Film, and OOH Outdoor media campaign is related to the Public Interest, Public Utility, and Recreation, Leisure industries and contains 3 media assets. It was submitted over 1 year ago.


Client: MuBE (Brazilian Museum of Sculpture and Ecology)
Agency/School: Miami Ad School
Creative Direction: Lucas Ribeiro, Alexandre Kazuo, Paulo André Bione
Creatives: Alexandre Kazuo, Lucas Ribeiro, Aline Fucs, Isabela De Ângelis, Rafael Reis and Gabriel Oreiro
Shampoo Photos: Isabela De Angelis
MuBE team: Flavia Velloso, Ana Carmen Longobardi, Camila Giannella

Shampoo Production: Terrea Saboaria


Executive Producer: Marcelo Monteiro and Alexandre Lucas
Attendance: Iara Demartini and Nicole Bonnet
Creative Direction: Alexandre Lucas and Jan Monczka
Stage Direction: Jan Monczka
Assistant Director: Alexis Muller
Production Coordinator: Pedro Gomes
Production Director: Giba Pereira
Producer: Thais Girotto
Production Assistant: Monica Silva
Casting Production: Alice Wolfenson
Director of Photography: Fernando Bertolucci
Art Direction: Daniel Miragem Rangel
Production of Objects – Trees: Mauricio Guarnieri
Costume production: Simone Fleitlich
Post Coordinator: Nathalie Rueda
Editing: Lucas Moesch
Color-grading: Allan Porciuncula
Post-Production: Space Gorillas
3D: Fabricio Navarro, Guara F/X Pos Productions
CGI art: Unreal 5, Frederico Cabral
Finishing assistance: Johann Mallet
Editing Assistant - Marcela Ilha Bordin
Storyboard - Isadora Gestrich
Actress: Yasmin Almeida
Audio Production: CANJA
Service: Guga Costa
Project Coordination: Ana Flor Bohrer, Matheus Peres, Flavia Medeiros.
Musical Direction: Eduardo Karas, Lucas Sfair, Filipe Resende
Voice direction: Bruno Vieira Brixel
Audio Production: Bruno Vieira Brixel, Diego Zorrilla, Gui Moreno, Leonardo Lima
Sound Effects: Diego Zorrilla, Leonardo Lima
Composer: Diego Zorrilla

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