L’Oréal Paris


L’Oréal Paris

Director: Raphael Medeiros

Client: L’oréal Garnier

Agency: Artplan

Bracinho’s Pass is a daring project. The agency not only created a carioca funk, talking about the armpit whitening but also invited the star of Funk Carioca Lelezinha to create an original choreography and teach the audience to dance as well.

The insight was to create a film with a unique take-off climate, where the viewer could feel inside the hall along with the girls. We made use of very dynamic camera movements that collaborated with the dance language, and the engagement was massive by the audience. Besides the main movie we also created short vertical tutorials where Lelezinha teaches the choreography step by step to the fans.

The Campaign

The Concept