Corona's ultra-stylish fishy tales
Visual arts studio Black Madre and agency Africa Creative collaborate to bring Corona’s Fisherman Storytellers oral histories to stunning life.
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Credits
View on- Agency Africa Creative/Sao Paulo
- Production Company Reconcavo
- Director Eduardo Sa
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Credits
View on- Agency Africa Creative/Sao Paulo
- Production Company Reconcavo
- Director Eduardo Sa
- Animation Black Madre
- Audio Loud/Sao Paulo
- Executive Producer Nixon Freire
- Production Director Breno Oliveira
- DP Guilherme Nunes
- Executive Director Tina Castro
- Creative Director Andre Maciel
- Music Direction Gustavo Garbato
- Executive Producer Maia Feres
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Credits
powered by- Agency Africa Creative/Sao Paulo
- Production Company Reconcavo
- Director Eduardo Sa
- Animation Black Madre
- Audio Loud/Sao Paulo
- Executive Producer Nixon Freire
- Production Director Breno Oliveira
- DP Guilherme Nunes
- Executive Director Tina Castro
- Creative Director Andre Maciel
- Music Direction Gustavo Garbato
- Executive Producer Maia Feres
Recreational fishing is often seen as a fairly sedentary activity, with the central skill seeming to be the ability to sit still by the river for a long time.
Not so for the vibrant trout-wranglers in Corona's latest campaign.
The work, by Brazil's Africa Creative agency and visual arts studio Black Madre, transforms traditional fishing communities’ oral histories into tangible art, titled Fisherman Storytellers. Key to the project is a stunning part-documentary/part-ainmation film that tells the tale of The Cracked Island.
The film is accompanied by intricate woodcarvings that bring the stories of coastal fishing communities to life. Crafted entirely from wood, the visuals blend hand-carved elements with layered storytelling techniques to reflect the region’s cultural heritage.
“The entire process was made using wood,” said André Maciel, Creative Director of Black Madre. “Every single object, layer, and element in the scene - everything was made of wood. Some elements were hand-carved, like the fish, the island, the hand, the octopus tentacles. All of it was carved using gouges, a curved chisel used in woodworking. We started with raw wood, and I personally carved it, digging into the material to sculpt the characters and elements. It was a truly handcrafted process - the most manual project we've ever done at the studio.”
“To bring these stories to life visually, we built a storytelling structure within each key visual,” Maciel added. “There's one where a big hand is trying to catch the world's smallest fish, with the tiny fish just beneath the water's surface. It all has movement; it all tells a story.”
