Onde a nossa vida pulsa: a web series for ICMBio's 10th anniversary

About 19% of Brazil's territory is in protected areas, which secure water, climate, food, income and recreation. Even so, much of the population sees protected areas as an obstacle to development, which makes it harder to invest in maintaining them. The 10th anniversary of ICMBio, Brazil's federal protected areas agency, was a chance to bring the subject closer to people, in light, contemporary language, far from an institutional tone and without dating the content.

We created Onde a nossa vida pulsa (Where Our Life Pulses), a web series in an advertising format built on a simple idea: we are nature too. The script answers the question "why conserve?" and translates nature's services into everyday things, like the water from the tap, the energy that turns on the light bulb and the bottle of medicine.

The series has a main film and seven short episodes, designed as bite-sized pieces for social media, on social participation, sustainable production, visitation, research and endangered species. A female narrator guides the story, with an actress on screen, short lines from local residents and data in motion graphics.

We combined ICMBio's archive with new field footage, collected image releases and delivered subtitles in Portuguese and English, the raw footage and all the rights documentation.

On ICMBio's Facebook page, the eight videos reached about 219,000 views and 4,400 reactions in their first months.