Brazilian farmers were becoming increasingly modern and technology-driven, while remaining deeply connected to the land and rural traditions. To launch the new L200 Triton Sport, we brought those two worlds together.

We reinterpreted Romaria, Renato Teixeira’s iconic song deeply rooted in Brazilian countryside culture, with a contemporary arrangement and a film that combined the emotional roots of rural Brazil with the toughness, technology and comfort of the new L200.

The result was a national campaign built around a more contemporary portrayal of the Brazilian farmer — modern without losing sight of where he comes from.

Role: Art Director, Africa Creative Agency