“To move people, nothing is more classic than the truth.” This is how publicist Thiago Gabardo summarized his intention when creating the video for Paraná Clubreleased this Sunday (28), which went viral on social media (watch at the end of the article).
A tricolor at heart, Gabardo has already been involved in other club campaigns and was even part of the Paranista marketing department in the past. Now, he has taken on the mission of helping the club sell at least 100,000 tickets during the Access Division campaign.
In the video, titled “Shock”, Paraná is represented as a patient who is almost dying. The climate of tension places the fan as the main actor who can help rebuild the club and “save” the team. In an interview with OneTwo Sports Gabardo spoke about the challenges of production.
“Now the scenario [do Paraná] is completely different. In order to seek new resources, the club needs to have a minimum structure. And the only condition we have to do this is with the fans. At this moment, the fans can support the team. So, this project aims to put money into the club’s cash flow. The creative search was to find something that would generate a commotion. And to move people, there is nothing more classic than the truth.”, says Gabardo.
The video brings some references, the so-called “easter eggs”, to Tricolor’s difficult moment. “It stopped in the 90s”, says one of the characters, referring to Paraná’s glory years. At another point, a bottle with a medicine called “SAF” appears.
“When you show the true scenario, you have more chances of reaching people. Which is very difficult, because you take a lot of risks. So it was a campaign that we had a lot of courage to put on air, because it’s not common. Me I feel very comfortable saying that we were on the right path”, he added.
Paraná Clube video involved many hands
Gabardo, evidently, did not accomplish anything alone. In addition to his partner João Carvalho, with whom he manages D-Fib Agency, a sports marketing agency responsible for the campaign, he counted on the O Filme Produções team to put the video on the streets.
Among the various professionals involved is Raphael Moraes, who directed the video. A Paraná fan since he was born, it was the first opportunity he had to work in football, and, as a bonus, help his favorite team.
“My role was to bring the script to life. It was really cool, it was something I didn’t expect. I’ve been a fan of Paraná since the beginning, I was a little kid when Paranaense won their first title in 1991. I’ve always attended the games. So I had a thrill and a different intention because I know what the team is going through. I didn’t want to make any mistakes”, said the director.
Filmed in a week, the entire production process took about a month. And the team delved deeper into the history of the club from Paraná.
“It was very intense. We had a very immersive diving process. We wanted to show this raw pain that the fans are feeling. So we had the choice of placing the camera as if it were the patient being recovered, the tension of the doctors. There was a lot of preparation careful to reach that level of tension and emotion that we needed”, detailed Moraes.
On the set “everyone was Paraná Clube”
During filming, in addition to actors and other audiovisual professionals involved, the production also involved a group of Tricolor fans. According to actor Jean Mydas, who participated in the recording, the exchange between fans and actors was essential to convey truth in the video.
“It was very special, mainly because we knew all this history and understood this feeling that we had to go through of belonging and rebuilding the club. These are scenes of pressure, which make us feel what these fans are going through. The presence of the fans on the day made all the difference,” he said.
Born in the state and with a Paranista grandfather, Mydas, in fact, has Paraná Clube as a rival in everyday football. But, during production, he put the rivalry aside. According to him, regardless of the team, on the filming set, everyone felt part of Tricolor.
“Everyone there was Paraná. Everyone has their individualities, but that day it was unanimous Paraná. As actors, one of our roles is to believe in what we are doing. And that day, everyone was rooting for Tricolor. It’s the magic of sport and it’s how football touches our hearts”, said the actor.
Paraná debuts this Saturday in the Access Division of the Campeoanto Paranaense. The game will be at Ligga Arena, against Nacional-PR, at 4pm. See more information about tickets here.
Watch the Paraná Clube video
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