Visual arts studio Black Madre and Africa Creative advertising agency have unveiled their latest masterpiece, a breath taking handcrafted campaign for Corona’s “Fisherman Storytellers’ initiative.
The campaign, by Brazil’s Africa Creative agency, transforms traditional fishing communities’ oral histories into tangible art through a meticulous mix of stop-motion animation involving wood carved scenes and layered storytelling techniques.
The ‘Fisherman Storytellers’ campaign focuses on a critical economic challenge facing coastal fishing communities. The campaign is set during Brazil’s annual fishing prohibition periods, when fishermen’s primary source of income is suspended. Corona shows how it’s presenting alternative livelihoods by transforming fishermen into tour guides who share their rich cultural heritage of legends and tales with tourists.
Black Madre’s contribution to the project stands as perhaps the most ambitious handcrafted work in the studio’s history. The team created a series of striking key visuals, a 60-second animation, and designed a special handmade pop-up book that brings five traditional fisherman’s legends to life.
“This project was born out of a deep creative development process, diving into the Caiçara aesthetic and exploring how to combine this visual language with storytelling in the most powerful way,” said André Maciel, creative director of Black Madre. “That’s why we used wood and those worn, weathered textures – everything was guided by this path.”
A Completely Handcrafted Approach
The campaign’s distinctive visual identity emerged through Black Madre’s extensive exploration of Caiçara and fishing cultures. The boat, as the essential mediator between fisherman and sea, serves as the campaign’s central metaphor.
“The entire process was made using wood,” André said. “Every single object, layer, and element in the scene — everything was made of wood. Some elements were hand-carved, like the fish, the island, the hand, the octopus tentacles. All of it was carved using gouges, a curved chisel used in woodworking. We started with raw wood, and I personally carved it, digging into the material to sculpt the characters and elements. It was a truly handcrafted process — the most manual project we’ve ever done at the studio.”
Sophisticated Visual Storytelling
Each key visual tells a specific legend from fishing communities, including ‘The Cracked Island,’ ‘The Smallest Fish,’ and ‘The Fisherman of Fishermen.’
These narratives were carefully constructed through layered wooden elements to create depth and dimensionality. The visual aesthetic deliberately aligns with Corona’s brand identity, using blue and off-white tones while allowing the natural golden hue of the raw wood to symbolise Corona’s signature colour.
“To bring these stories to life visually, we built a storytelling structure within each key visual,” André said. “There’s one where a big hand is trying to catch the world’s smallest fish, with the tiny fish just beneath the water’s surface. It all has movement; it all tells a story.”
The ambitious 60-second animation for ‘The Cracked Island’ legend integrates this handcrafted aesthetic into a flowing narrative about a fisherman’s encounter with a massive catch that splits an island in two – teaching a lesson about taking only what you need.
Innovation in Production Techniques
Black Madre’s approach went beyond conventional techniques. Rather than creating single carved pieces, the team developed multiple layers of carved wood that were overlaid to create three-dimensional compositions with sophisticated lighting effects.
“Because of those layers, we were able to shape the lighting: background light, frontal light, and so on,” André said. “These layers were essential to compose the final lighting setup for the photographs. The lighting is a crucial part of the work because it helps define and enhance the carvings.”
The resulting aesthetic emerged organically through experimentation with materials and techniques, further cementing Black Madre’s reputation as a studio where art, craft, and advertising converge.
Book Design Extends the Sensory Experience
The campaign extends beyond visual elements and will include a special handmade book designed to immerse readers in the fishing world. The book, which is currently in development, incorporates materials authentic to maritime life – including canvas from boat sails, fishing net textures, and bamboo wood similar to that used for oars.
Designed to physically resemble a boat, the book will take readers on a journey through five traditional legends, with pop-up elements that bring the stories into three dimensions. This tactile experience reinforces the campaign’s connection to the authentic world of the fishermen storytellers.