Case 06 — Itaú · Africa · 2024

The Timeless Show

Editing and motion design cutting four decades of Madonna into one continuous show for Itaú's centennial.

Cannes Lions 2024 — Bronze — PRMMA Smarties Brasil 2024 — Silver

Play case film — sound on2:17

Client

Itaú

Agency

Africa Creative DDB

Edu's role

Motion Design

Year

2024

The brief

For its hundredth year, Itaú chose an artist over a retrospective: Madonna, four decades into reinventing herself.

The idea

Performances from every era of her career, edited so past and present share the same stage, tied to Itaú's "Feito de Futuro" platform.

What I did

Edited and designed the motion that stitches four decades of Madonna into one continuous stage. Match-cuts across eras, with motion hiding the seams so past and present read as a single show.

Result

Bronze at Cannes Lions 2024 in PR and Silver at MMA Smarties Brasil.

Credits

Creative Leadership — Sergio Gordilho, Alexandre Peralta

Creative / Co-Creation — Madonna, Dudu Barcelos, Renato Jardim

Creative — Cortez Pereira, Diego Viana, Caio Verçosa

Special Projects — Lica de Souza

Motion Design — Edu Menezes