Melissa Shoes: Plastic Dreams

Brand Identity, Film & Motion Graphics, Campaigns

Summer campaign and catalogue logo for a Brazilian brand that is famed for its plastic shoes.

Melissa is a shoe company based in Brazil that creates extraordinary plastic shoes. Over the past 36 years they have collaborated with Vivienne Westwood, Zaha Hadid, Karl Lagerfield and many others.

Their designs include a broad spectrum of shoes, from simple sandals to extravagant sculptural wedges. Worn by a huge part of the population in Brazil, they have also found celebrity fans in Katy Perry, Anne Hathaway and Kate Moss.

Pentagram has created a summer campaign for the brand, including key applications, a campaign film, and a new logo for the campaign and one for the brand’s magazine,

Melissa is a brand that evokes Brazilian national pride. In the run up to the 2016 Olympics, Melissa’s campaign celebrates Rio de Janeiro as a city that is attracting global attention. Pentagram’s brief was to pay tribute to Rio as the fashion capital of Brazil, celebrating its lifestyle, architecture, colours, patterns and joie de vivre.

The art direction of the summer campaign paid homage to Rio’s modernist architecture, evoking the patterned portholed gaze of the city’s distinctive windows, in which all the graphics and images are looked up at, looked into, or looked through.

Pentagram collaborated with Brazilian artists, including photographer, Bob Wolfenson, and cinematographer, Helô Passos, to create a campaign that looks beyond the obvious and is aware of the intricacies of Rio de Janeiro. The campaign materials were shot in Oscar Niemeyer's original house, one of Rio’s best kept secrets, and in Parque Guinle.  

Following the summer campaign, Pentagram produced a winter campaign and store concept for Melissa. 

Marina Willer
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