Work / The Tale of Fire and History
The tale of
fire and history
— Campaign & film for ABSPK
A campaign built to put an urgent, underrepresented issue on the agenda — making the case that protecting history is also an act of responsibility toward the future.
The context
On September 2, 2018, Brazil's National History Museum in Rio de Janeiro caught fire. The blaze destroyed 90% of its entire collection — and the worst part: it was preventable. The cause wasn't negligence or bad luck, but the absence of a properly installed sprinkler system. And it wasn't an isolated case. Museums and historic buildings around the world shared the same vulnerability, accumulating silent risks that only became visible once the damage was already done.
The challenge
ABSPK, the Brazilian sprinkler association, needed to turn that reality into awareness. The challenge was to create a campaign that made people truly understand what's at stake when historical heritage isn't properly protected against fire.
The execution
As Creative Director at Urso Propaganda, I led “The Tale of Fire and History” from concept to execution — writing the script, directing the visual identity, and overseeing every creative front. We worked as a multidisciplinary team, bringing together design, motion, and film production to craft a narrative that was both striking and educational.
