A Gente Pode Mais: 14 reels for Fundo CASA's 20th anniversary

Over 20 years, Fundo CASA has supported thousands of initiatives by traditional and local communities across Brazil. To mark the anniversary, it wanted to turn this legacy into short stories for Instagram and drive home the campaign's message: with more resources, communities can do more. The starting point was photo essays by seven invited photographers, shot in seven territories, with interviews recorded in the field.

We created two reel formats. In the seven "A gente pode mais" (We can do more) episodes, with no narration, community leaders introduce themselves, talk about their territory and the supported project, and answer a simple question: what they would do with more support. Each video opens with the strongest line and ends with the person looking into the camera and saying "a gente pode mais".

In the seven making-of reels, photographers Priscila Tapajowara, Arthur Monteiro, Ingrid Veloso, Takumã Kuikuro, Araquém Alcântara, Bárbara Dias and Clarissa Londero share what it was like to be in the territories. The tone is deliberately organic, close to personal content on social media, with no logos until the end. In every video, the photos from the essays take center stage, animated with movement and zooms, alongside phone footage, a light instrumental soundtrack and subtitles.

We logged the interviews and wrote a script for each piece, approved before editing. The campaign ran at two videos a week for seven weeks, published as collabs with the communities and photographers, bringing to the fund's audience the voices of quilombolas from Paraíba, Indigenous people from the Xingu, brigade members from Goiás, women fishers from Rio Grande do Norte and collectives from Rio de Janeiro and Rio Grande do Sul.