Golden Heart

Golden Heart is a digital film and brand activation for Netflix's Money Heist, La Casa de Papel, concept and art direction by Paulo Mariano at Solid Dogma. As the series was ending, Netflix wanted to celebrate the relationship it had built with the Portuguese fandom, unifying fans across Portugal through popular and cultural insights. One of the most emotional moments of the final season is the death of Tokyo, one of Portugal's favourite characters, and this shared grief was honored with a tribute both to the character and to the Portuguese people. The chosen symbol was the Heart of Viana, one of the most emblematic motifs of Portuguese filigree. First crafted at the end of the eighteenth century by order of Queen Maria I, and rooted in a goldsmithing tradition that goes back over two thousand years, the piece began as a religious symbol of devotion to the Sacred Heart of Jesus before becoming, over time, a symbol of romantic love worn by women of the Minho region. Although named after Viana do Castelo, the heart is traditionally made in Gondomar, the capital of Portuguese goldsmithing, through the meticulous filigree technique of twisting fine threads of gold. A unique version was created for this tribute, a Heart of Viana engraved with a Dalí mask, the emblem of the series. A legitimate artisan in Gondomar was asked to craft it, and the entire traditional process was documented. The piece was then sent to Madrid in a La Casa de Papel leather box and delivered to Úrsula Corberó, who plays Tokyo, on the series' set. In her words, in Spanish, it was a work of art she would keep forever. An entertainment marketing and brand activation campaign by Paulo Mariano, uniting Portuguese craft, culture and one of the world's most-watched Netflix series.