The Directors: Renan Moraes
Renan Moraes is a young communicator, who focuses on directing actors in the most diverse areas, ranging from humour to drama. He has also acquired, throughout his career, experience in areas such as fashion and still photography, which he adds to the construction of his projects.
It is through this essence that he seeks an authentic look and innovative aesthetics for his advertising films and music videos.
Renan directed and acted creatively in advertising pieces for brands such as Brahma, Skol, Lacta, Quinto Andar, Osklen and others.
LBB> What are some upcoming projects that you're excited about? Tell us a bit about them?
Renan> I'm currently working on a project that deeply connects me to my childhood and the way part of my family lives. It's a story set in the countryside of São Paulo, inspired by my visits there during my youth, which now evoke a sense of nostalgia. The narrative follows two brothers leading a double life in the countryside. This project is still in the early stages but has been meticulously crafted in my mind.
LBB> What excites you in the advertising industry right now, as a director? Any trends or changes that open new opportunities?
Renan> I'm particularly excited by the industry's current shift towards more authentic and diverse storytelling. The increasing use of technology and data-driven insights allows for more personalised and engaging narratives. Trends like interactive storytelling and virtual production open up new creative avenues that were previously unimaginable.
LBB> What elements of a script set one apart from the other and what sort of scripts get you excited to shoot them?
Renan> Scripts that stand out to me are those with strong, relatable characters and an innovative narrative structure. I'm drawn to stories that offer fresh perspectives and challenge conventional norms. A script that allows me to experiment with visual styles and storytelling techniques is always exciting.
LBB> How do you approach creating a treatment for a spot?
Renan> When creating a treatment, I focus on capturing the essence of the script and translating it into a visual and emotional journey. I incorporate detailed scene breakdowns, mood boards, and references to ensure that every aspect of the story is visually compelling and aligned with the brand's message.
LBB> If the script is for a brand that you're not familiar with/don’t have a big affinity with or a market you're new to, how important is it for you to do research and understand that strategic and contextual side of the ad? If it’s important to you, how do you do it?
Renan> Research is crucial when working with unfamiliar brands or markets. Understanding the brand's history, values, and target audience helps me create authentic and effective ads. I delve into market research, analyse previous campaigns, and engage with the brand team to ensure my work is strategically sound and contextually relevant.
LBB> For you, what is the most important working relationship for a director to have with another person in making an ad? And why?
Renan> The most important relationship is with the creative director or the main client contact. This collaboration ensures that the vision for the ad is consistently aligned with the brand’s goals and creative expectations. Clear communication and mutual respect are key to navigating creative challenges and producing a successful campaign.
LBB> What type of work are you most passionate about - is there a particular genre or subject matter or style you are most drawn to?
Renan> I'm most passionate about work that allows me to explore human emotions and authentic stories. I enjoy blending genres and experimenting with visual styles, often incorporating elements from fashion and photography to create a unique aesthetic.
LBB> Have you ever worked with a cost consultant and if so how have your experiences been?
Renan> I have never worked with a cost consultant, but I am open to the idea. Bringing in new people with diverse expertise can only enhance the production process.
LBB> How do you strike the balance between being open/collaborative with the agency and brand client while also protecting the idea?
Renan> Striking this balance requires clear communication and setting expectations early on. It's important to listen to the client's needs and incorporate their feedback while also advocating for the creative integrity of the idea. Finding common ground and building trust are essential to successful collaboration.
LBB> What are your thoughts on opening up the production world to a more diverse pool of talent? Are you open to mentoring and apprenticeships on set?
Renan> I am a strong advocate for diversity and inclusion in the production world. I believe that bringing in new, diverse talent enriches the creative process and leads to more innovative outcomes. Mentoring and offering apprenticeships are ways I actively support this movement.
LBB> Your work is now presented in so many different formats - to what extent do you keep each in mind while you're working (and, equally, to what degree is it possible to do so)?
Renan> While it's challenging to account for every format during production, I prioritise creating adaptable content that maintains its impact across different platforms. Understanding the core elements of the story and the audience helps me tailor the content to suit various formats effectively.
LBB> What’s your relationship with new technology and, if at all, how do you incorporate future-facing tech into your work (e.g. virtual production, interactive storytelling, AI/data-driven visuals etc)?
Renan> I have a natural affinity for trends and technologies and am always eager to incorporate future-facing tech into my work. Technologies like virtual production, interactive storytelling, and AI-driven visuals offer exciting possibilities for creating immersive and engaging content.
LBB> Which pieces of your work do you feel show what you do best – and why?
Renan> Becks '70+' - This project showcases my ability to blend contemporary aesthetics with emotional storytelling, highlighting the vibrant lives of older adults.
Puma - 'Quando Surge o Palmeiras' - A dynamic and visually striking film that captures the passion and energy of soccer fans, demonstrating my skill in directing action-packed sequences.
Osklen - 'Balance' - A visually stunning piece that reflects my background in fashion and photography, emphasising harmony and elegance in both narrative and visuals.
