Black Madre’s Artful Branding: Corona’s ‘Fishermen Storytellers’ Campaign Celebrating Folklore
In a world dominated by slick digital campaigns and AI-generated imagery, Brazil-based visual arts studio Black Madre is redefining the narrative of craftsmanship in branding. Their latest collaboration with Africa Creative for Corona’s "Fisherman Storytellers" campaign exemplifies the power of authenticity, tactility, and human touch in today’s marketing landscape.
A Blend of Tradition and Modernity
The campaign unfolds as a stunning confluence of hand-carved woodwork, stop-motion animation, and book design. This unique approach vividly narrates the stories of Brazil’s coastal fishing communities—areas where seasonal prohibitions often leave families struggling economically. In response, Corona embraces the art of storytelling as a vital alternative.
Watch the campaign unveil the rich cultural heritage of Brazil’s coast:
Crafting a Narrative through Folklore
Diverging from conventional marketing tropes, Africa Creative and Black Madre chose a narrative-driven approach that masterfully translates the region’s rich oral traditions into physical storytelling experiences. At the core of the campaign lies a series of wooden key visuals and a 60-second animation crafted meticulously by hand, each visual piece reimagining the essence of fishermen’s tales: "The Cracked Island," "The Smallest Fish," and "The Fisherman of Fishermen." These dimensional layers evoke both wonder and weight, encapsulating the depth of cultural storytelling.
"The boat is the symbol that ties everything together. It’s the vehicle between the fisherman and the sea, and in this campaign, it also becomes the metaphor for bridging past and present."
— André Maciel, Creative Director for Black Madre
The Art of Craftsmanship
What sets this campaign apart are the dedicated techniques employed throughout its creation. Each object—be it fish, boats, or island terrains—was hand-carved using traditional gouges, showcasing a commitment to authenticity that feels increasingly rare in today’s digital-first environment. Each layer was lit individually to conjure depth and dimension, resulting in richly cinematic scenes that resonate both intimately and epicly.
A Transformative Narrative
The stop-motion animation for “The Cracked Island” stands out as a compelling representation, turning the parable of greed and respect for nature into a fluid and visually stunning narrative. This aligns seamlessly with Corona’s evolving brand ethos centered around environmental stewardship and local impact.
For a brand like Corona, which historically has utilized tranquil beach imagery to peddle relaxation, this campaign signifies a meaningful pivot—pairing aesthetic finesse with social conscience. It goes beyond merely portraying idyllic beach snapshots; it invites the audience to appreciate the stories behind these visuals, understand their people, and contemplate the real-world effects of consumption.
"For Corona, it’s a chance to expand storytelling across touchpoints while grounding it in genuine cultural exchange."
A Handcrafted Experience
The adventure does not end with visuals. Soon, audiences can look forward to a handmade pop-up book crafted to resemble a boat, utilizing nautical materials such as sailcloth, fishing nets, and bamboo. This unique addition will transform five traditional stories into immersive three-dimensional experiences, adding another layer to the already rich narrative.
Redefining Branding Standards
In a media landscape dominated by ephemeral digital content, the pop-up book serves as a tactile rebellion, a true branding masterstroke. From a marketing perspective, the “Fisherman Storytellers” campaign exemplifies how creative direction, craft, and cultural insight can elevate a brand beyond mere product placement. It serves as a profound reminder: When visual identity is grounded in place, tradition, and material truth, it doesn’t need to shout to be heard.
Conclusion: Crafting Connections through Storytelling
Black Madre has once again reaffirmed its place in the creative industry by prioritizing analog storytelling that resonates deeply across cultures. Their principle is simple: build beautiful things, by hand, that evoke genuine emotions. In this endeavor, they’ve created more than just a campaign; they’ve forged a bridge between the digital and analog worlds, myth and reality, community and consumer.
And like all good stories, the legacy of this remarkable campaign is sure to linger long after the last page (or frame) is turned.
