Pop version of the most remarkable characters from Globo's telenovelas in animation for the multiplatform project #Noveleiros.
In 2015, Globo completed 50 years, and intended to further increase the ties it built during this period with millions of Brazilians. A celebration with interactive actions with its audience, recalling unforgettable moments of teledramaturgy. The main focus of the campaign is the television network's most successful product, soap operas and their memorable characters and jargon. With the objective of remembering the characters and their connection with the public, its creative directors asked Cafundó to reinterpret the greatest moments, but in a fun, pop and cute way.
Globo reached Cafundó through the studio's Art Director, Pier Paolo. When looking for references for communication planning, they came across a video already acclaimed among animators, cited by Vimeo staff and festivals around the world. This is the short film Cinematics, an authorial project by Pier Paolo. Thus, Globo got in touch with Pier, asking him to do something with the same footprint, but with the most famous characters from Globo soap operas. Which in turn brought the job to Cafundó.
The Cinematics-style video should make soap opera fantaics fall in love – again or for the first time – with characters that are part of Brazilian culture. It is the premiere of the #Noveleiros series, a multiplatform project that revives unforgettable characters from soap operas, who made the public feel emotional, have fun, cry and hope for a happy ending.
Character like Jorge Tadeu, the heartthrob photographer of the soap opera “Pedra sobre Pedra”; Nazaré, the evil diva from “Senhora do Destino”; Carminha, the big star of “Avenida Brasil”; Félix, who “salted the Holy Supper” in “Amor à vida”; in addition to the supervillain Odete Roitman, Beatriz Segall's character in “Vale Tudo”, they should have versions in minimalist and contemporary characters, in scenes that would instantly bring to the memory of the viewer the memories of the time, the characters and the plot involved.
Following the proposed briefing, we should create an animated version of the characters that is not a caricature, but something special and exclusive. We opted for the flat design line, without contours and based on geometric and polygonal shapes. We started with a basic form for everyone, and then we adapted until each one acquired their personality, with their most striking traits and points. The result is 30 drawings that the public can easily relate to their inspirational characters.
For the animation to be fluid and have as few elements as possible, we use morphs to transition between scenes. This was one of the important points that used the format of the characters to carry out internal transitions.
The official launch of the campaign took place on the first day of June 2015, on social networks and on the Globo website. In addition to the video, the characters became gift products to be purchased at Globo store and materials to download and print designed by the network's internal team became available free of charge.
During the 50th anniversary celebration, the #noveleiros app was made available on Rede Globo's Facebook, where it was possible to download the characters and their most famous catchphrases to use in Messenger.
