O Miles Morales Brasileiro
Client / Year
HBO Max
2023
Role
Creative Strategy
Creative Direction
Team Management
Vendor Management
About
Our challenge was significant: how could we reignite the conversation in Brazil surrounding the not-so-new release of Spider-Man: Across the Spider-Verse and excite fans about its arrival on HBO Max?
Pra mim o Miles Morales sempre teve energia de brasileiro. E não existe brasileiro mais Miles Morales do que o @imnotcirilo 🕷️🇧🇷 Homem-Aranha: Através do Aranhaverso, um dos maiores filmes de animação do ano, já está disponível na HBO Max. pic.twitter.com/Cc1sz3D8Pv
— HBO Max Brasil (@HBOMaxBR) November 10, 2023
So, we pondered: who would be the ideal choice to portray Miles Morales in a Brazilian live-action adaptation?
This question has been a hot topic of discussion ever since the movie's theatrical release, with speculations and fan casting dominating the internet. Unsurprisingly, Brazil plays a prominent role in these conversations, and our choice for the headcanon Miles Morales is none other than Jean Paulo Campos.
Jean Paulo is a Brazilian actor renowned for his portrayal of Cirilo in the iconic Brazilian children's telenovela, 'Carrossel,' where he navigates various socially-driven situations, particularly his love for an upper-class girl named Maria Joaquina, his very own MJ. We couldn't help but notice the parallels, and we were determined to turn this idea into reality. And so, we did.
The video was an instant success from the very first minutes of its internet debut reaching #4 on Brazil's Trending Topics at that day. Take a look at the press coverage, the organic views on X (formerly Twitter), and the fans' reactions below.
