Turn of the Tide
Digital Film
Where dreams are on the line.
"Rabo de Peixe" is the second original Portuguese series for Netflix. It´s a fictional story inspired by a real event. In the summer of 2001, more than a ton of cocaine washed ashore in Rabo de Peixe, a poor, quiet fishing village in the Azores Islands.A unique umbrella concept and two AVs with distinct narratives were developed to reinforce this concept and to go deeply into the main characters´ desire to escape their miserable fate, and how far one isolated event can cause irreparable consequences.
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MY ROLE / Concept, Art Direction
WHERE / Solid Dogma
TEAM / Pedro Pires, Carla Capela, Rita Magalhães
CLIENT / NETFLIX
AV 1 // WHAT THE TIDES BRINGS
What is it about?
These film play with the idea of the tide, to create some dark humor around the release dates.
When you live surrounded by sea, you never know what the tide brings to shore.
Storyboard
AV 2 // I HAVE MY REASONS.
What is it about?
This is where the characters explain themselves to the audience. Do you believe them? Each one justifies their behavior by explaining their reasons while doing what they are supposed to do now: taking care of business. They will ask you, 'What would you do?'
That's one way to portray four distinct characters—through their life thoughts, actions, and styles. It all takes place at a dock style site, where the fish arrives and is packed in trays to go to the markets, except is not fish they are packing. They are passing trays to one another so that the drugs can be processed. They speak directly to the camera in a kind of unapologetic testimonial.
FISHING HOOK OOH // PROPOSAL
Where dreams are on the line.
Turn of the Tide, Rabo de Peixe, is the launch advertising campaign for the second original Portuguese series for Netflix, concept and art direction by Paulo Mariano at Solid Dogma. The series is a fictional story inspired by a real event: in the summer of 2001, more than a ton of cocaine washed ashore in Rabo de Peixe, a poor, quiet fishing village in the Azores. The campaign developed a single umbrella concept, Where dreams are on the line, and two audiovisual films with distinct narratives, exploring the main characters' desire to escape their fate and how far one isolated event can cause irreparable consequences. The first film, What the Tide Brings, plays on the idea of the tide to create dark humour around the release dates, on the notion that when you live surrounded by sea, you never know what the tide brings to shore. The second film, I Have My Reasons, lets four distinct characters explain and justify themselves directly to camera in an unapologetic testimonial, set at a dock where trays that would normally carry fish are used to process the drugs, ending on the question, what would you do. The out-of-home proposal, Fishing Hook, extended the umbrella line Where dreams are on the line into outdoor media. An entertainment marketing and visual storytelling campaign by Paulo Mariano for one of the most-watched Portuguese productions on Netflix.