The Challenge: Visualizing a Collective Future
The 2018 presidential campaign was a high-velocity battlefield. Operating within a fast-paced “war room” committee, we had to respond to a shifting political landscape in real-time. By this stage of the race, traditional policy discussions had evaporated. The challenge was to transform a complex government program into a set of tangible arguments that could survive the chaos of a polarized public sphere.
The Strategy: The Teacher vs. The Rhetoric
Our strategic pivot was to lean into Fernando Haddad’s identity as a Teacher. In a climate dominated by violent rhetoric and aggressive speeches from the opposition, we positioned Education and Knowledge as the ultimate “social immune system.”
- The Visual Nudge: We didn’t just present plans; we provided a counter-narrative of reason.
- Pedagogical Aesthetics: By utilizing a “doodle” style and hand-rendered typography, we transformed the candidate’s proposals into a “classroom whiteboard” for the nation—a space where a better collective future could be visualized and understood.
The Execution: Mind Maps as Civic Assets
I directed the art for a series of visual mind maps that served as pedagogical tools for the electorate. Working in a high-pressure loop with the motion and script teams, we prioritized:
- Familiarity & Irreverence: The hand-drawn line signaled a “human” presence in a sea of digital vitriol. It felt accessible, familiar, and slightly irreverent—qualities that made the official campaign material feel like a conversation rather than a lecture.
- Complex Simplification: We took dense institutional plans and mapped them into “witty” and “playful” visual journeys. This allowed the public to grasp the core arguments for a collective future in seconds, providing them with the intellectual tools to engage in the democratic process.
Together, we transformed static data into dynamic visual journeys. Each map functioned as a “macro-sphere” of information, where the hand-rendered typography signaled authenticity and the doodle icons simplified complex systemic changes into relatable everyday concepts.
- Scripting: Hell Ravani.
- Motion Design: Vinícius Pinho.
- Voiceover: Nady Oliveira and Pedro Simon Camarão.
The Result: Arguments for a Better Future
In a context of intense public scrutiny, these maps stood as a testament to clarity over chaos. They provided a calm, pedagogical alternative to the violent imagery of the time, proving that even in a “war room,” design can be a vehicle for hope and civil discourse.
The Professional Takeaway
This project demonstrates my ability to deliver high-fidelity strategic design under extreme pressure. It showcases a unique capacity to use “playful” aesthetics to address the most serious of subjects, turning a political program into a shared vision of social belonging.
