_RESERVA +
Paula Costa
Storyboard and art direction for a digital advertising campaign
_Between art, product and narrative
A collaboration between the Reserva brand and artist Paula Costa couldn't just be another product film.
The footwear needed to be featured, of course. But the campaign also needed to carry the artist's world: playful, poetic, recognizable. The risk was simple: showing the product and letting the artist become just "decoration"... That wasn't the game.
_When aesthetics become brand language
The artist already had a strong visual signature. The work was to understand what couldn't be lost when it moved from a static image to a film.
I joined the storyboard and art direction to help organize this path: product, setting, rhythm, color and atmosphere needed to speak to each other, without each element pulling the piece in only one direction.
At the end of each stage, the question that lingered was less pretty and more practical: "Does this still look like Paula Costa?"
Everything needed to live in the same movie
The art direction was developed in collaboration with VZBLE, ensuring that the product, setting, palette, and composition remained consistent in tone.
In short, the work wasn't about inventing another world: it was about making the artist's world work within an audiovisual campaign.