What first started as joke idea, turns out into a brand idea and community focused on share stories from the streets and give platform for the urban culture in Brasil, sharing it around the world too.
After the first marketing stunt, the @closedclub.sp account racked around 1400 followers, being 1000 only in the first day, connecting influencers and artists from the street trap/funk scene in São Paulo.
The main goal in this drop was to talk about how present scams be in general peoples life and joke about the name "Raul", word that means "Scammer"in the SP street language. So basically it plays with the sense of having someone dangerous around you, literally as your best friend, but supposedly he's the one doing it, not you.
The images were shot at Mooquem's soccer field, in the small favela with the same name, close to the Penha Subway Station and the Aricanduva Avenue, right next to a drug selling spot. And the whole fit plays about this scammer character, mixing some USA stereotypes with the irony of having luxury goods in the middle of what could represent poverty, bringing a little different perspective of what we are used to see as scammer in the city.
The language of the images were focused on emulate the way fans of the 244 culture and the real motorcycle robbers used to post on their IG stories, using emojis to cover the wanted homies and using funny tags about places that don't exist, always joking about someone or some situation. Like this example said "It was yours, now its mine."
To be more realistic, the whole campaign was shot on iPhone and the backstage was covered in 35mm film stocks, doing what usually is the opposite of what the industry does there.
The project was successful, the message was delivered and we had a good kickstart on the whole concept of shining some light on what media don't usually talks about, but for personal reasons, including structure and time to handle all the functions alone, the CC had to get into a hiatus for a while, knowing that surely it's gonna have a bigger comeback, not only in Brasil (yes, with S) but in France too.
Team:
Phone Photography: @sarahcatherjne
Analog photography: @du.meireless
Production assistance: @juliocharleaux
Styling: secret
Models: me and @fujahhh