When our friends from GUT São Paulo invite us for any project, we are pretty sure that we'll produce something out of the ordinary. It wasn't different this time regarding the films of the Real Time Data campaign for Mercado Livre. We had the challenge of producing films in which we needed to portray sales information and the search growth for particular subjects in real time. Every new information defined what we would watch. This was a really fun and fast Real-Time Data project we had the honor to collaborate with our crazy ideas for this cool client. Proud to share
In the first few months of the pandemic, online purchasing skyrocketed, and so did the caution with deliveries – for obvious reasons. The quarantine made many people start different activities, such as making homemade bread, gardening, and so on. This made the search volume for particular products and tools increase exponentially. That’s when Mercado Livre decided to create this campaign as a means of explaining this AI in filtering the user’s search, selecting the best product based on it and delivering it quickly and safely.
Therefore, our challenge was creating narratives that would metaphorically illustrate the whole journey: starting from the user’s search, going through all stages of purchasing until the product delivery at the user’s home. We created the scripts 100% together with GUT – it’s worth mentioning that they gave us extraordinary creative freedom. There were dos and don’ts concerning the ways we could go. So, after a few meetings, we realized that the best way to explain everything was to bring a minimalist composition working essentially with geometries and gadgets. Balls! Yes, balls! Spheres that would represent user’s searches which would be filtered shortly after and follow the route in a sort of maze, reaching the final moment of their journey within the website and getting ready for delivery.
3D animation would bring charm to the story we wanted to tell. The labyrinths and traps would be much more interesting if seen with depth and texture variety. We could also play with the physics of the balls by using simulations as an effect inside the crazy circuits. By organizing production, we would be able to change any information in real time. Representing different features of Mercado Livre such as quickness, security, products categories, and information intelligence, allowed us to create the most varied actions inside the playful platform of our films. Circuits inspired by games like “The Incredible Machine”, or those crazy videos we see on social networks in which one action triggers another, both contributed to the design of our art direction. And as this whole universe would be inside a cardboard box, we selected organic and tactile textures to represent this iconic symbol of Mercado Livre without leaving minimalism and elegance aside, with the support of marked shadows and diffuse lighting.
Ito Andery, Hwira Gibin
Gustavo Leal, Faga Melo
Antonela Castro, Jéssica Sales
Gustavo Leal, Felms, Caio Fernando
Felms, Gustavo Leal, Piatã Esteves, Thiago Biazzoto
Piatã Esteves, Thiago Biazzoto, Bruno Medeiros, Maria Eugênia, Victor Rosa
Head of 3D
Camilo Franco, Cesinha Barbosa, Gabriel Costa, Gabriel Lallane, Gustavo Rangel, Jean Carlos Pires Vareiro, Lucas Cavalcante, Rafa Eifler, Tiago Fortes Dorneles
Camilo Franco, Cesinha Barbosa, Gustavo Rangel
Camilo Franco, Cesinha Barbosa, Gustavo Rangel, Jean Carlos Pires Vareiro, Rafa Eifler
Cesinha Barbosa, Gabriel Costa, Gustavo Rangel, Jean Carlos Pires Vareiro, Tiago Fortes Dorneles, Wilson Leguizamon Baruki
Guilherme Casagrandi, Cesinha Barbosa
Head of Compositing
2D Animation supervisor
Bernardo Vaz, Caique Moretto, Fernando Jurado, Fernão Spadotto, Guido Claverie, Larissa Garcia, Ricardo Lopes e Thiago Bernardes