How Fernanda Torres Transported Chevrolet's Legacy Through Brazilian History

To heartily celebrate Chevrolet's historic milestone of 100 years in Brazil, the brand recently launched a campaign created by WMcCann Brazil. Portraying Chevrolet’s evolution alongside Brazil’s history over the past century, the powerful work reaffirms the brand’s commitment to continued innovation and shaping the future.

Narrated by actress Fernanda Torres, a Golden Globe winner and a 2025 Oscar nominee for Best Actress, the film illustrates influential moments throughout Brazilian history. Amongst these turning points includes women gaining voting rights, the Diretas Já movement, World Cup victories, and the challenges faced during the pandemic.

With the message “Every time we look back, we only see the future,” the campaign highlights Chevrolet’s impact in redefining the automotive landscape, reinforcing the brand’s ongoing commitment to innovation and progress. LBB’s Lucy Briggs speaks to Dani Ribeiro, CCO at WMcCann, about immersive retrospect, evoking memories and visual engineering.

LBB> The campaign celebrates 100 years of Chevrolet in Brazil. How did you balance honouring an exciting milestone for the brand whilst commemorating the country’s history?

Dani> We carefully crafted a story that links Chevrolet’s journey with Brazil’s evolution, crossing paths from the beginnings of urban mobility to key social, sports, and cultural moments. Everything that’s now in the past was once the future, and that’s always been the company’s vision: focused on what's next. In this campaign, we’re not just celebrating 100 years of the brand and the country, but also positioning Chevrolet as a key part of Brazil’s progress and innovation.

LBB> What kind of relationship does Chevrolet have with the Brazilian people? 

Dani> More than just the car manufacturer with the longest production history in the country, Chevrolet is part of the culture and embedded in the daily lives of Brazilians. It’s a brand that naturally appears in music hits, soap operas, memes, TV shows... There isn’t a generation of Brazilians that doesn’t have childhood memories connected to one of its models. Beyond quality, innovation, and technology, it has built a very valuable emotional connection with people.

LBB> Can you walk us through the visual style and the creative direction of the campaign? 

Dani> We went for a cinematic style to mix a nostalgic trip through the past with a futuristic look toward the next 100 years. From the start, we knew the key was in every little detail. Each scene was designed to represent different decades, with a lot of care put into the art direction, costumes, and photography to make everything feel true to the time. The set design included historical buildings, iconic places like Sugarloaf Mountain, and works by Brazil’s our visionary architect, Oscar Niemeyer. Freezing the scenes helped us dive into them, witness the transformation, just like Chevrolet cars did. More than just taking the audience to that moment, we wanted them to feel like they were right in the middle of it. 

LBB> The campaign features powerful moments in Brazilian history. What was the process in choosing the events highlighted in the ad? Tell us about the overall writing process. 

Dani> We mapped out historical events and, through research, picked the most iconic ones. These key moments include the introduction of women’s voting rights, the building of the new capital, Brasília, the movement to restore democracy after the dictatorship, Brazil’s fifth World Cup win, and the end of the pandemic.

In the current moment, it's especially remarkable to see an American company tell its story in the country, recognising the transformative importance of milestones like women’s voting rights and democracy. 

LBB> Why was Fernanda Torres chosen to narrate the campaign? 

Dani> Fernanda is one of our most talented actresses, and even after many years in the industry, she still feels very current. Her familiar presence and voice cross many generations, and this year, she’s celebrating one of the high points of her career: the success of a movie that also talks about the past but reminds us of the importance of looking ahead and moving forward.

We decided on her before the awards nominations, but it’s interesting to think that a Brazilian production with three Oscar nominations is such a historic moment that if this commercial were made a few years from now, it would probably feature that. 

LBB> The campaign incorporates a unique frozen-time sequence. Why did you choose to use this effect? 

Dani> The frozen-time effect was used to create an immersive storytelling experience, allowing viewers to step into different historical moments as if they were preserved in time. This technique enables seamless transitions between past, present, and future, reinforcing the campaign’s message that Chevrolet has always been – and will continue to be –a part of Brazil’s evolution. 

LBB> From a production standpoint, tell us about the camerawork and the way you navigate from scene to scene. How did you pull this off with the production company and director? 

Dani> The production was executed in collaboration with Vetor Zero/Lobo, an internationally renowned production company known for its expertise in visual storytelling. The cinematography was designed to create a fluid, immersive experience, with the camera acting as an omnipresent observer of history. Advanced digital compositing and CGI techniques were used to achieve the seamless transitions between eras, ensuring a visually cohesive narrative. 

LBB> How did you want the campaign to resonate deeply with audiences? 

Dani> We wanted the campaign to evoke both nostalgia and excitement for the future. By showcasing Chevrolet’s historical role in Brazil while emphasising its commitment to innovation, we aimed to reinforce its emotional bond with consumers. The campaign was crafted to make viewers reflect on their personal memories with Chevrolet while feeling inspired by what’s ahead. 

LBB> How does Chevrolet’s legacy tie into the broader narrative of Brazil’s history in the ad? 

Dani> Chevrolet’s story is inseparable from Brazil’s progress. The brand has been present in the country’s key moments – whether in technological advancements, infrastructure growth, or cultural milestones. From the development of Brazil’s first highways to the advent of electric vehicles, Chevrolet has continuously adapted to meet the needs of Brazilian society. 

LBB> What was the process in capturing the way Chevrolet has redefined Brazil’s automotive landscape? 

Dani> We wanted to highlight Chevrolet’s role as a pioneer in mobility, from early industrialisation to the latest advancements in electrification. The campaign showcases iconic models that have left a mark on Brazilian roads, reinforcing how Chevrolet has shaped consumer expectations and automotive innovation over the decades. 

LBB> Tell us about the soundtrack choice. Why was it a good fit? 

Dani> We wanted an original soundtrack that reflected the essence of Brazil, with Brazilian instruments and timeless arrangements. It carries the pride of our country’s origins while also feeling open to evolution.

LBB> What were the trickiest components and how did you overcome them? 

Dani> One of the biggest challenges was ensuring historical accuracy while maintaining a seamless, dynamic narrative. We conducted extensive research on each era to faithfully recreate the details, from set design to car models. Thanks to our collaboration with Vetor Zero/Lobo and a dedicated post-production team, we successfully brought the vision to life. 

This campaign is a celebration of Chevrolet’s century-long journey in Brazil, a tribute to the past, and a vision for the future. We at WMcCANN are incredibly proud to have been part of this milestone, helping to craft a narrative that honours both the brand’s legacy and the nation’s story.