Luiza, o resistir do Cerrado: an animation for ISPN

ISPN supports communities that conserve the Cerrado through sustainable use: extractivism, agroecology, solidarity economy. The biome lost more vegetation than the Amazon in 15 years and supplies eight of the country's twelve hydrographic regions. The institute needed to explain to urban consumers, in three minutes and without a guilt-tripping tone, that producing with the Cerrado standing is conservation, and that they can support these communities by buying their products.

We created a character to carry the idea of Luiza, o resistir do Cerrado (Luiza, the Resistance of the Cerrado): Luiza, a mother of three who wakes up early, tends her vegetable garden and then tends the cerradão woodland, where she gathers gueroba, pequi, mangaba, baru, faveira, honey and babassu. The script plays with the word agro and completes it with extractivist, and puts Luiza alongside her neighbor, the rancher Seu Osmar, who gets rain and pest control thanks to her forest.

The illustrations by Renato Moll and William Jungmann follow the palette the client asked for, in earthy tones and greens with a watercolor texture, and steer clear of a childish look. Layered animation gives the scenes depth. At the end, Luiza joins a mosaic of real faces of traditional peoples and communities who connect the fragments of Cerrado.

The process went through a counter-brief, three script versions, storyboard and animation, in about two months, in time for ISPN's seminar in May 2018.