The Lab’s creativity travels to Brazil.

After the success of the image campaign (“Heroes”) done for HBO Latin America. The Lab was presented with a new challenge of creating campaigns in Portuguese for two new HBO-LA’s original series: Mandrake and Filhos Do Carnaval.

The Lab opened a base in Sao Paulo to create the campaign for Mandrake and in Rio de Janeiro for Filhos Do Carnaval. “Our unique agency structure allows us to be close to where the insights of the ideas are” – states Hector Prado, Founder and Creative Director of The Lab.

The strategic platform for the communication was worked closely with HBO-LA’s in Miami. The ideation and production was created by The Lab’s Miami and Brazil talent. The campaigns had full exposure in all media, and included strong non-traditional overlays.

The biggest satisfaction for The Lab was that HBO-LA decided to also air Mandrake and Filhos Do Carnaval in the rest of Latin America. Thus, the advertising campaigns were dubbed to Spanish and expanded to the entire region.

“Our motto at The Lab is ‘Creativity at the Intersection,’ which allows us to search for non-traditional ideas working with talent from multiple disciplines” – affirms Hector Prado. This philosophy became evident with Filhos Do Carnaval, where the The Lab visited the Samba Schools in Rio and worked closely with local artisans who hand decorate the famous Rio’s Carnival floats. These artists helped to create a very organic graphic design that –instead of using pictures in the ads– utilized a collage of genuine Carnival float decorating materials. This innovative approach gave the campaign a uniqueness that truly reflected the essence of the series.

On the other hand, when creating Mandrake’s look, The Lab put together an eclectic team that consisted of Hollywood poster illustrators and experimental digital photographers. Together they accomplished a well-defined cinematographic look rather than standard advertising.

As a result of their success in Brazil, The Lab is now planning to keep a permanent base in Sao Paulo to satisfy the needs of HBO-LA in Brazil, as well as to respond to local new business opportunities.