In 2012 Odebrecht Real Estate Developments launches an enterprise of unprecedented dimensions in São Paulo, named City Park. Composed of 10 towers, a shopping mall and a hotel, all connected by a public linear park, the project proposes a new paradigm of urban occupation, with emphasis on sustainability, quality of life and low environmental impact. The campaign promoting the venture was developed by agency Loducca, which in turn commissioned Vetor Zero/Lobo to produce a commercial spot. Drawing from the art direction created for the series of print ads, based on a superimposition of photographic elements, the production house developed a film in which the 3 key visual elements of the campaign, Nature, Humanity and Architecture follow one another through a series of crossfades and translucencies, symbolizing how green, concrete and human warmth are intermingled in this project. The visual effects employed are very discreet, elegant and subtle, conveying an aura of lightness and sophistication to the spot.
Stills & Concept Art
Alberto Lopes & Sérgio Salles