Arte Concreta – A Celebration of Architecture and Light
Arte Concreta is a premium development by Nortis, designed for those who appreciate well-planned spaces that seamlessly blend functionality and aesthetics. Located in Jardins, one of São Paulo’s most coveted neighborhoods, the project embodies architectural sophistication with a warm, inviting atmosphere.
This development is a tribute to urban design, where materials, textures, and natural light interact harmoniously to create an environment that is both modern and timeless. Every space is thoughtfully crafted to provide a sense of exclusivity and comfort, reflecting the essence of contemporary high-end living.
The Challenge
As part of Nortis’ rebranding process, developed in collaboration with Rebu, our mission was to translate this new brand identity into a compelling visual narrative. The goal was not only to showcase the design and functionality of Arte Concreta but also to evoke an emotional connection—conveying the feeling of truly inhabiting the space.
To achieve this, we focused on a solar and humanized aesthetic, capturing the interplay of light, materials, and the relationship between the residents and their surroundings.
Creative Process
Our work began with an in-depth case study, conducted in collaboration with the architectural firm responsible for the project. We analyzed the core concepts behind the development to ensure our storytelling aligned with the original vision.
Following this, we carried out a technical site visit to understand the physical space and create the best possible production plan. This step was crucial for identifying:
• Lighting conditions to capture the most natural and immersive visuals
• Safety considerations for the crew and equipment
• Base setup for production and catering, as the location was not a studio
• Dedicated spaces for styling and makeup, ensuring a structured and efficient workflow
From this groundwork, we developed a detailed storyboard and script, defining not only the visual language of the film but also how the narrative would unfold.
A key element of our pre-production was assembling a monstro cut, an early version of the edit using reference footage, allowing the client to visualize the film’s flow, composition, and soundtrack before the actual shoot. This ensured alignment with expectations and streamlined decision-making during production.
With all these elements in place, we created a highly structured shooting plan, where every shot was pre-defined, allowing for a fluid and efficient production day.
Production Execution
The project was divided into two intensive shooting days:
Day 1 – Photography
• Architectural and interior shots showcasing both wide and detailed perspectives
• Textural and material close-ups, highlighting the premium finishes
• Drone captures, providing an elevated perspective of the development and its urban surroundings
Day 2 – Film Production
• Two distinct film versions: one featuring models, emphasizing daily interactions, and another purely architectural, highlighting design elements
• A mix of steady, fluid motion and spontaneous moments to balance structure and authenticity
• Carefully orchestrated compositions, ensuring each scene aligned with Nortis’ branding and storytelling guidelines
Technical Execution
• Filming was done using a Blackmagic Cinema Camera (Open Gate Mode), allowing versatile cropping for both horizontal and vertical formats
• A slider was utilized for seamless, stable movement, elevating the elegance of the shots
• Light-tracking software was used to predict the sun’s path, optimizing our shooting schedule for the best possible natural light
Post-Production & Deliverables
• Two 1-minute films (one with models, one architecture-focused)
• Three 15-second vertical clips, tailored for social media
• 55 high-resolution photos, covering architectural highlights, textures, and lifestyle elements
The Result
The final work was met with enthusiasm from Nortis, with the team highlighting not only the high production value but also the smooth collaboration throughout the process.
The project successfully embodied Nortis’ new branding, delivering a refined and engaging visual identity that resonates with their audience.
Credits
Client: Nortis
Production: Estúdio 26 & Filipe Redondo
• Co-Directors: Fernando Salgado & Filipe Redondo
• Assistant Director & Producer: Leticia Arpa
• Director of Photography: Lua Hora
• Photo Assistant: Camila Aguiar
• Still Photo Assistant: Arthur Duarte
• Gaffer: Isadora Correa
• Stylist: Mila Cavalcante
• Hair & Makeup: Camila Soares
• Production Assistant: Gabriella Ps
• Screenwriter: Bruna Padilha