Paramount+ Spider

As you may already know, martial arts culture has long been an inspiration for us. Fortunately, fate

(and Paramount+) invited us to join forces to develop the launch of the Anderson "Spider" Silva series.

Anderson, in addition to being one of the greatest champions in UFC history, also has one of the most incredible stories in Brazilian sports. We embraced the challenge of presenting the series from a much more human perspective overall. Our intention was to show that his story goes far beyond the octagon and revolves around a Black family who, with tremendous effort, overcame the odds and raised one of

the greatest sporting idols not only in Brazil but indeed in the world.

Our contribution included creating and producing the entire visual identity of the series, key arts, as well

as developing special OOH ideas and a PR stunt to raise awareness for the series launch in Brazil.

Our starting point for creation is a comprehension of the series’ principle elements.

Diving into the story’s script, characters, and atmosphere in order to capture its essence

and transmit it visually, exploring diverse creative paths.

The keyarts have appeared in hundreds of strategic OOH spots all around Brazil,

but the icing on the cake was a tattoo that not only Brazilians, but martial arts lovers

from the world over have been commenting on in recent weeks.

Inspired by one of MMA's greatest rivalry stories, we made a bet

with the greatest rival of Anderson's career, Chael Sonnen:

If he was moved by the series, he would

tattoo Anderson’s face on his arm.

Naturally the outcome had enormous repercussions, reverberating on the biggest news portals

in Brazil and the world such as CNN, ESPN, GE Globo and MMA Fighting. The result couldn't have

been better: on the week of the launch public engagement exploded, bringing it global visibility.

It’s already one of the platform's biggest successes in Brazil!

Creative Director: Cássio Braga

KEY VISUAL
Concept Art: João Victor Azevedo

Art Direction: Marco Sesterhenn
Post-production: Paulo Ayala, Ricardo Oya and Rafael Pagini
Project Manager: Talita Moraes and Lívia Gregory
Client Manager: Daniela Sostisso and Fabricio Soares
Photographer: Wilian Olivato

OOH
Concept: Cássio Braga, Rafael Koff, João Vitor Senger, Daniel Salvatori,

João Francisco Hein, Marco Sesterhenn and Felipe Pavani

Project Manager: Renata Souto and Talita Moraes
Client Manager: Daniela Sostisso and Fabricio Soares

FILM
Concept/Script: Cássio Braga, Rafael Koff and João Francisco Hein
Project Manager: Renata Souto
Client Manager: Daniela Sostisso and Fabricio Soares
Producer: YEAP Films
Director: Pepe Mendina
Photographer: Otavio Castedo

Client: Paramount+ / ViacomCBS