World of Havaianas

Brazil isn't the backdrop. It's the product.

Havaianas sells a piece of Brazil to the rest of the world, and the campaign needed a Brazil nobody had seen in a stock library: the neighbourhood market at seven in the morning, the red plastic chair, the street dog that walks into frame uninvited, Copacabana's promenade after the rain. None of it was shot. The entire campaign — locations, cast, wardrobe, light — was generated with AI.

Consistency

The hard part of a product shoot isn't making one beautiful image — it's making thirty with the same sandal. Every model, every strap colour, every tread on the sole had to survive from the market to the docks, from two-o'clock sun to end-of-day backlight, without quietly turning into a different product along the way.

A whole country in a week

A street football court, a pile of green coconuts, an open-air market, the promenade, the docks. Five locations that, on a traditional shoot, would mean five shooting days, five crews and a truck of logistics.

Credits

Client

Havaianas