CONTEXT & CHALLENGE
In June 2025, Palmeiras made its debut in FIFA's new Club World Cup, in the United States, 74 years after lifting the 1951 Copa Rio, the first world title in its history. For Avanti, the club's membership program, the mission was to mark the moment without falling into a conventional sports piece.
INSIGHT
The passion heading to the Club World Cup in 2025 is the same one that came back by train from Rio in 1951. It isn't nostalgia, it's continuity. Every fan who boards carries a grandfather who has already lived this moment.
CONCEPT
A film in two times, anchored in a historical fact: the squad's train journey back from Rio to São Paulo after the 1951 title. On that train, a grandfather writes a letter to his grandson. Decades later, the grandson opens the letter on his way to the 2025 Club World Cup.
From grandfather to grandson. From 1951 to 2025. O poder de ser único (The power of being one of a kind).
PROCESS
The agency's first film built with scenes generated by artificial intelligence, the tool that made it practical to recreate the 1951 train and the settings of each era. Every scene went through script, shot breakdown, casting and prompt refinement before reaching the final frame.
Technology is a tool. Emotion is our raw material.
Stack: Google Veo 3 (animated scenes), Midjourney and Nano Banana (casting, sets and frames), Photoshop (editing) and ElevenLabs (voice-over).