Title | I Knew You Existed - Part II |
Agency | AlmapBBDO |
Campaign | I Knew You Existed |
Advertiser | SP Invisível |
Brand | SP Invisível |
Date of First Broadcast/Publication | 2023 / 4 |
Business Sector | Charities, Foundations, Volunteers |
Philosophy | The unhoused population in Brazil grew 38% between 2019 and 2022, when it reached an estimated total of 281,472 people.* In the city of São Paulo alone, the biggest financial center in Latin America, there are over 50.000 people living on the streets. In an attempt to do something about this scenario, SP Invisível, an NGO dedicated to promoting social inclusion and raising awareness about the importance of recognizing those who tend to be invisible in society’s eyes, teamed up with Felipe Morozini, a photographer and one of the country’s leading urban artists, to develop the initiative “I Knew You Existed (Part 2).” They put together exhibits screened above the city’s most distinctive and snaking overpass (Via Elevado Presidente João Goulart, popularly known as the Minhocão, or Big Worm), which reframes Morozini’s famous mural, panels that read “I Knew You Existed,” which have become one of the most-photographed art installations anywhere in the country. Now, they were brought to life with digital projections of homeless people who find themselves living under the overpass and are aided by the NGO. The stories and portraits of William, Vinicius, Tamara, Pricila, Jean, Sandra, Rogério, Patrick, Miguel, Charles, José, Ubiratan, and Lucas were now projected over the iconic mural. “Unhoused people need to be seen. It’s more important than ever to share their stories and make sure they’re visible. Being overlooked is painful for all of us, whether it’s by a relative, a friend, or society as a whole. Now, everyone in Brazil will know that they exist,” says André Soler, the founder of SP Invisível. Felipe Morozini, apart from being the author of the original mural, took an active part in the initiative and captured some of the images that went into it. “I’m so pleased that my work has become a tool and a stage for such a genuine, necessary project,” he reflects. “The whole process of getting to know these people and taking their portraits has been an attempt to remind everyone that there are human beings behind their scars, using art to dialogue, embrace, and transform the situation.” |
Media Type | Case Study |
Length | |
President / CEO | Filipe Bartholomeu |
Chief Creative Officer | Luiz Sanches |
Chief Creative Officer | Pernil |
Chief Operating Officer (COO) | Fernanda Tedde |
Executive Creative Director | Fernando Duarte |
Executive Creative Director | Henrique Del Lama |
Creative Team | Hiroito Takahashi |
Creative Team | Vinícius Pegoraro |
Art Buyer | Tereza Setti |
Art Buyer | Stephanie Biekarck |
DP | Mariana Valverde |
Audiovisual Production | Diego Villas Boas |
Audiovisual Production | Bruna Rocha |
Liaisons | Marcelo Porto |
Liaisons | Marcella Neves |
Liaisons | Michael Batista |
Production Company | Zepp. Filmes |
Director | Patrícia Monegatto |
Director | Will Martins |
DP | Joao Frohlich |
Executive Producer | Dudu Venturi |
Production Director | Thiago Venturi |
Producer | Jeff Médici |
Production Assistant | Renan Lucri |
Production Assistant | Rafael Santos |
Producer | Laura Capuano |
1st AC | Roger Fernandes |
2nd AC | Bruno Chops |
Logger | Bruno Claudino |
Gaffer | Serginho Bronzo |
Best Girl | Tereza de Souza |
Drone | Laurent Refalo |
Post Production | Safari Post |
Post Production Coordinator | Caetano Drumond |
Post Production Coordinator | Bruno Malaco |
Editing and Color Grading | Caetano Drumond |
Motion Graphics | Frede Bernardes |
Clean up artist | Zenner Henriques |
Clean up artist | Henrique Rabello |
Audio | Jamute |
Executive Sound Producer | James Feeler |
Music Producer | James Feeler |
Music Producer | Henrique Bone |
Sound Engineer | Fernanda Galetti |
Sound Engineer | Otávio Bertolo |
Sound Engineer | Rafael Laurenti |
Liaisons | Érika Santana |
Liaisons | Kiki Eisenbraun |
Liaisons | Hingrit Nitsche |
Production Coordinator | Julianna Zuppo |
Production Coordinator | Leticia Nunes |
Projection | Projetemos |
Executive Producer | Felipe Spencer |
Producer | Gisele Tressi |
Producer | Raquel Diógenes |
Liaison | Mozart Santos |
Influence and Content Curatorship | SUBA |
Liaison | Estêvão Delgado |
Production | Nathalia Rebouças |
Photographer | Felipe Morozini |
Advertising Manager | André Soler |
Advertising Manager | Ana Carolina Ceribelli |
Advertising Manager | Gisleide Teixeira |