yuri — creative
yuri — creative
Personal_Cover.png

B-Sides: Personal

“See Football Differently” for beIN SPORTS channel was its first brand TV commercial made for the US market. Coming from a country where soccer is a religion, no need to say this was heaven to me. But it also was an opportunity to do more than a splashy praise to the jogo bonito, the beautiful game.

With a simple thought-provoking twist, we positioned beIN SPORTS as the ambassador of the new breed of American-obsessed-soccer-fans that is taking over the country.


Personal

Letting my mind run freely in personal projects.

Cid Leary

“Cid Leary” is an experimental short-film where I used footage from Brazilian anchorman, Cid Moreira, mashed up with a Timothy Leary speech.  Back in the 70’s and 80’s, Cid Moreira was the most influential anchorman on Brazilian television. In a country where millions couldn’t (and still can’t) read, his word was taken as gospel every night on the Globo channel. Back then, Globo had no real competitor, making him the only “reliable” news source. When centralized media controls the conversation, it controls the future. I wanted to disrupt his aura with a psychedelic highjack of his immaculate image and voice, replacing it with a monologue that urges one to think for yourself and question authority.

Humans

"Humans" was intitally an anti-ode poem I wrote years ago, trying to follow the steps of Brazilian poet Paulo Leminski,  who was also a copywriter. The confrontational tone and spitfire pace was then pieced together with dismal footage of humans. I found its purpose when we used it for a GlobalCurrent.Org pitch.