The Challenge
Senna Brands is a profit brand with 2 main missions: build commercial collaborations with other brands (McLaren, Rolex, Puma are a few examples) and keep the legacy of 3-time F1 world champion Ayrton Senna alive. Thirty years after his death, Senna Brands was starting to lose grip with generations that haven’t necessarily seen Senna compete. Within that context a new global platform was launched: SEEK YOUR TRUTH. This short animated film wraps up one year of consistent efforts of the brand to connect with a younger target and was launched in the day Senna would complete 65 years of age.
The Solution
In Brazil, Ayrton Senna has always been considered a National role model. That feeling was restored and even grew stronger after the launch of biographic Netflix series “Senna”, in November 2024. Conversely, the definition of role model has changed a lot in 30 years. Most celebrities children are looking up today in Brazil talk and sing about money, sex, drugs and guns. Perceiving that, Senna Brands decided to tell Senna’s life story from the point of view of the hero he’s always been. For the first time, the trajectory of this great sportsman was presented in a less realistic and more methaporical way, using pop culture codes that would resonate with a younger audience: graphic novels, anime, superhero movies. The film took almost 2 years to be produced and mixes traditional illustration & animation techniques with AI tools. It is now being screened in public schools across Brazil with the aim of building and strengthening intergenerational emotional bonds.
