Doritos / PepsiCo - Bold Can’t Be Edited - Mc Hariel (DC)

For this campaign, we wanted a raw, behind-the-scenes atmosphere — something that felt spontaneous rather than staged. Working with MC Hariel made that possible. His natural ease in front of the camera allowed us to push the film toward a looser, more instinctive performance, as if we were catching him in an honest moment between shows.

We embraced imperfections: imperfect light, improvised energy, a naturalistic mood. These choices helped us build a truthful, intimate tone that feels lived-in rather than produced.

To enhance this vibe, we mixed film and digital inserts, creating dynamic transitions and adding texture to the storytelling.

The result is a piece that carries the spirit of “Bold Can’t Be Edited”.

Behind-the-scenes​

⸻ Credits ⸻

Director: Luiz Whately

Executive Director & Talent Manager: Thiago Balma

Executive Producer: Niry Usha
Account Executive: Tuta Calza
Strategy Director: Rafael Della Rosa
Production Coordinator: Thaís Girotto
Producer: Henrique Della Rosa
Assistant Production Coordinator: Tasha Siqueira
Post-Production Coordinator & Account Executive: Adriana Putini
1st Assistant Director: Natasha Precioso
2nd Assistant Director: Samanta Precioso
Line Producer: Giba Pereira
Production: Ana Paula Rodrigues Ribeiro, Antonio Marcos Melo de Souza
Director of Photography: Kairo Lenz
Art Director: Pedro Henrique de Oliveira Rodrigues
Art Assistant: Fernanda Carneiro Vianna
Props Producer: Daniele de Amariz Chiquito
Props Assistant: Gabriel Flores dos Santos
Casting Producer: Agência Haifa
Casting Assistant: Bruna Fernandes Lopes
Costume Designers: Francisco das Chagas Pessoa (Cacau), Jailson Rocha Farias (Anuro)
Wardrobe: Lindalcy Aparecida Gomes de Lima (Linda), Marcela Gomes de Lima, Ana Rosa Machado Abrantes
Makeup Artist: Marcely Tobias Carnero Canaes
Gaffer: Rodolfo Alonso de Melo (Baby)
Key Grip: Rodrigo Augusto de Melo

 ⸻ Post-Production: Donmar ⸻
Editors: Victor Cohen, Rafael Cereda
Motion Design: Donmar
Finishing: Donmar
Colorist: Acauan Pastore

⸻ Audio Production Company: Jamute ⸻

Executive Sound Producer: James Feeler
Music Production: James Feeler, Leck Gomes
Sound Engineers: Otavio Bertolo, Marcelo Filho, Eduardo Barbosa, Fernanda Galetti
Project Coordination: Ana Cordeiro, Julianna Zuppo, João Piccoli
Account Management: Hingrit Nitsche, Carol Oliveira

⸻ Agency: AlmapBBDO ⸻
President & CEO: Filipe Bartholomeu
CCO: Pernil
Executive Creative Directors: Fernando Duarte, Henrique Del Lama
Creative Director: Thiago Bocatto
Creatives: Caique Guadanucci, Gustavo Novaes, Hiroito Takahashi Gomes, Isabela Martins Remelli
Account Management: Marcelo Porto, Cindy Fujii, Lais Barbara, Beatriz Bassetto, Débora de Andrade
Strategy: João Gabriel Fernandes, Maju Strasburg, Lucas Zem, Julia Albero, Gustavo Oliveira, Isabella Asheri
Content Strategy: Raphael Caffarena, Guilherme Salgado, Ana Beatriz Santana, Ingrid Santos
Print Producer: José Roberto
Print Production Coordinator: Rose Ribeiro
Proofreading: Eliana Pavan
AV Production: Diego Villas Bôas, Charles Nobili, Marcia Olivia Granja Pereira

⸻ PepsiCo ⸻
Cecília Dias, Bruno Macario, Giovanna Miranda, Samia Chehab, Teresa Orlandi, Tayna Novoa, Paulo Victor Almeida, Ana Laura Ribeiro dos Santos, Brenda Novais, Thiago Tufano