![](https://cdn.myportfolio.com/bda4ff07-ef7d-4ca4-a4a2-a885b5928c35/b7e0f465-2163-4ee9-85c9-05168279ddf8_rw_1920.jpg?h=8b37da07c6423351e7dc7441bd45f506)
Working as a Concept Artist is a precious team experience. Unlike the illustrations I make, that would be like the final plate that arrives for someone to taste, concept art is like the creation of the ingredients of a recipe. It requires a more complete understanding of the function my design will play in the end production and how they meet the needs of the whole. As such, it fundamentally acts more like a schematic for others to interpret.
ALA, A Hope Story
"A Hope Story " is a 60s spot developed by Lobo.cx / Vetor Zero in partnership with Hill Holliday, The ADCouncil for the American Lung Association to encourage ex smokers to get scanned for lung cancer.
I was invited to be part of the Visual Development team.
![](https://cdn.myportfolio.com/bda4ff07-ef7d-4ca4-a4a2-a885b5928c35/17eb8610-086c-4a8e-b4c5-92c1eb00c64e_rw_3840.jpg?h=d67d81c8e9d27863af38c3c79501bc24)
![](https://cdn.myportfolio.com/bda4ff07-ef7d-4ca4-a4a2-a885b5928c35/0c4e6efa-4001-4373-ac51-abee7953ec48_rw_1920.jpg?h=924e0cb37c9bea860598bc323737e32a)
The first part of the story was about her relationship with smoking, so we drew different situations representing her struggle to get rid of cigarettes. Here is a style frame and a painting test.
![](https://cdn.myportfolio.com/bda4ff07-ef7d-4ca4-a4a2-a885b5928c35/9ad52eb3-78a0-43c9-a888-2da4c2353bd2_rw_3840.jpg?h=0613e65514a5490670d96d47ae615af8)
Because of such a strong role of the smoke on the narrative, the directors wanted to treat its effect as if it were an important character in this story.
So I tried different designs and colors for it.
![](https://cdn.myportfolio.com/bda4ff07-ef7d-4ca4-a4a2-a885b5928c35/eaa8d6cc-a4ae-45c8-afc7-88e18bf6d189_rw_1920.jpg?h=5ee94d78680f7b74dc7f2a870871c8a4)
![](https://cdn.myportfolio.com/bda4ff07-ef7d-4ca4-a4a2-a885b5928c35/740beb0b-2e89-4023-a8a4-e0f1e821d680_rw_3840.jpg?h=58ee84a540233565ec6b772817731d80)
![](https://cdn.myportfolio.com/bda4ff07-ef7d-4ca4-a4a2-a885b5928c35/2e7c0c23-e53e-4f82-a5ac-1a95606a4ecf_rw_1920.jpg?h=18b75f02c06cb4e8f7161690bdde2417)
![](https://cdn.myportfolio.com/bda4ff07-ef7d-4ca4-a4a2-a885b5928c35/9663e4ca-3857-42f7-9cb6-9d1b8e790cf7_rw_1920.jpg?h=f57f6bb09f1cab9dccd7bd1a2dedb1d7)
![](https://cdn.myportfolio.com/bda4ff07-ef7d-4ca4-a4a2-a885b5928c35/54f3de99-e584-4587-b704-8b3153c1b175_rw_1920.jpg?h=b0e5e8ff8a6861ed63669b5fb998b489)
![](https://cdn.myportfolio.com/bda4ff07-ef7d-4ca4-a4a2-a885b5928c35/da1d7955-5050-47a2-845d-0e065e186c8a_rw_1920.jpg?h=d84400a842512e55d268887bface90f5)
The turning point comes when the smoke finally makes its move to swallow the protagonist but she struggles and breaks free from it, so I created this scene where the character appears jumping and tearing the smoke, representing the victory against her addiction.
![](https://cdn.myportfolio.com/bda4ff07-ef7d-4ca4-a4a2-a885b5928c35/f11c9337-27d0-412c-a7d0-16e9e82d4559_rw_1920.jpg?h=26f2762a7683b7e808fed03d5d2b0268)
![](https://cdn.myportfolio.com/bda4ff07-ef7d-4ca4-a4a2-a885b5928c35/e9f9146f-0c17-46b3-9595-c5d70f022c62_rw_1920.jpg?h=7424e0550ba6b5361e3aba1a8864aff8)
![](https://cdn.myportfolio.com/bda4ff07-ef7d-4ca4-a4a2-a885b5928c35/1db495a6-c46c-46b5-9a0d-36280393573d_rw_1920.jpg?h=5fbb07e4b97ef59d56bba87c8ad8c14e)
The last segment of the spot was about her getting old and living a healthy and cancer free life, with bright and warmer colors.
![](https://cdn.myportfolio.com/bda4ff07-ef7d-4ca4-a4a2-a885b5928c35/be35696c-7bc6-4659-859c-b2c0d42184fb_rw_1920.jpg?h=ab4ae18d9eb5b49a5be0cdee7a5be68c)
![](https://cdn.myportfolio.com/bda4ff07-ef7d-4ca4-a4a2-a885b5928c35/517f6f59-8365-4359-b86e-ff724f58bd47_rw_1920.jpg?h=813c3d12792c9e4b554a4f6b61200454)
What a beautiful spot! Well done team! It was great to be part of it.
Check it out: https: //vimeo.com/718825033
Directors: Altons ( Felipe Machado e Tiago Marcondes) e Mateus de Paula Santos;
Executive Producer: Luis Ribeiro
Executive Producer: Luis Ribeiro