CAMINHOS RACIONAIS
For 36 years, Racionais MC’s have narrated the realities of São Paulo’s outskirts, fundamentally shaping Brazilian music and influencing entire generations. To honor a cultural force of this magnitude, this project for Spotify’s Fan Life series sought to materialize their monumental legacy by shifting the narrative lens from the artists to their devoted listeners. Acting as a bridge between digital streaming and urban heritage, the strategy relied on experiential placemaking. Through a partnership with Guia Negro, the campaign mapped the group's profound footprint, effectively transforming the city into a curated, open-air museum. Fans were guided on an immersive journey, from the foundational rehearsals at KL Jay’s mother’s house to the iconic welcome graffiti in Capão Redondo, with custom commemorative plaques strategically installed to permanently claim the physical spaces that inspired their lyrics.
To anchor this spatial narrative, the design touchpoints were meticulously crafted to function as tangible artifacts of collective memory. An editorial-quality printed map seamlessly wove together geographic wayfinding, location-based storytelling, and striking documentary photography. On the reverse, the piece transformed into a collectible poster: a masterfully composed illustration that intelligently integrated lyrical easter eggs, referencing defining tracks like Mano na Porta do Bar and Homem na Estrada, with authentic fan testimonies, such as a graduate claiming her diploma to the sound of A Vida é Desafio. By synthesizing geography, lyrical genius, and deeply personal journeys, the design successfully translated the sheer scale of the group's influence into a single, cohesive visual artifact.
Role: Creative Direction and Design Direction
With: Candy Ferraz, Lucas Rodrigues, Israel Cunha, Luiz Mastropietro, Marco Loschiavo, Alexandre Nino, Diego Limberti, Rafael Ziggy, Felipe Simi
Agency: Droga5 São Paulo
Poster Illustration: Caramuru Baumgartner
Photography: Jeff Pedroso and Larissa Zaidan
Client: Spotify
Year: 2025
With: Candy Ferraz, Lucas Rodrigues, Israel Cunha, Luiz Mastropietro, Marco Loschiavo, Alexandre Nino, Diego Limberti, Rafael Ziggy, Felipe Simi
Agency: Droga5 São Paulo
Poster Illustration: Caramuru Baumgartner
Photography: Jeff Pedroso and Larissa Zaidan
Client: Spotify
Year: 2025
