Hering is one of the oldest companies in Brazil. For decades, it's been known as "the basic style of Brazil", just like Havaianas: simple, with good value and great design.
But recently they challenged the status quo and decided to go further, establishing itself as a brand that sees the world in a bigger picture: by upgrading their collections with new shapes, colors and fittings, and changing their visual communication, their aim is to become a brand that connects to an increasingly changing world.
I was invited to produce and direct the film that would be the milestone of that movement, a communication based on simplicity and people. I knew that a good casting would be essential, therefore I spent most of the time trying to build it, along with Leonardo Patel and Renata Germani from 302 Studios. The famous song by Marisa Monte plays an important role: it brings to Brazilian people warm memories, and during the 2020 pandemic - when this was filmed - it became something very special.
A Hering é uma das empresas mais antigas do Brasil. Há décadas é conhecida como "o estilo básico do Brasil", assim como as Havaianas: simples, com bom valor e ótimo design.
Mas recentemente eles desafiaram o status quo e decidiram ir mais longe, estabelecendo-se como uma marca que vê o mundo em um espectro maior: atualizando suas coleções com novas formas, cores e caimento, e mudando sua comunicação visual, seu objetivo é se tornar uma marca que se conecta a um mundo em constante mudança.
Fui convidada a produzir e dirigir o filme que seria o marco desse movimento, uma comunicação baseada na simplicidade e nas pessoas. Eu sabia que um bom casting seria essencial, por isso passei a maior parte do tempo tentando construí-lo, junto com Leonardo Patel e Renata Germani do 302 Studios. A famosa música de Marisa Monte tem um papel importante: traz boas lembranças aos brasileiros, e durante a pandemia de 2020 - quando foi filmada - tornou-se algo muito especial.
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Production: Dietrich.tv
Director: Gabriel Dietrich
Cinematography: Fernando Queiroz
Art Direction: Greta Cuneo
Creative Director: Leonardo Patel
RTVC Producer: Renata Germani
Color Grading: CORA
Music: A-Gandaia