The Directors: We Are Magnolias
We are Magnolias are a Brazilian film director duo that came to life due to their mutual passion for portraying a unique truth through sensorial and touching narratives, always using poetic and aesthetic images that make them dive into these little visual fragments of life. Their restless goal is to create meaningful and cinematic pieces that speak in between the lines of all our deep feelings and sensations.
They have directed advertisement productions for brands like Mitsubishi, Johnnie Walker, Budweiser, the NFL, Spotify, Boticário, Coca-Cola, Natura, among others. They also carry an authorial vein in their style, developing short films such as The Grenade, Les Femmes, Blooming of Voidness, and Desamores. Behind the scenes, they are Bárbara Sassen and Nate Rabelo, but we call them Mags✨
Name: We are Magnolias
Location: Brazil
Repped by/in: Not Normal
Awards: Latin Ciclope (Gold Best Music Video) - with Karol Conka - Vogue do Gueto, YouTube Works Award (Grand Play, Business and Social Impact) with Carefree, New York Festivals (Silver Winner - Branded Piece) - with Mitsubishi and Staff Pick with Desamores Short Film and Best Experimental Short Film at Imagine This Women’s Internacional Film Festival NYC with The Grenade.
LBB> What are some upcoming projects that you're excited about? Tell us a bit about them?
Mags> We are driven by a passion for storytelling, and for the coming year we have a line-up of original projects, including music videos and series. We are deeply engaged in communicating beyond advertising, bringing our perspective to cinema as well.
Among these projects, we are especially excited about our short film in the sci-fi genre, where we are creating mystical characters and building apocalyptic worlds. We're currently deep into this author-driven project, still in the process of developing the script and visualising it, but it feels incredibly alive—almost like it's been brewing in our minds for some time now.
The story is rooted in the future, a future that feels increasingly uncertain. We’re living in a time where everything seems chaotic: politically, environmentally, and with the rapid rise of artificial intelligence. All of these forces are colliding and shaping the world around us, and it’s this sense of turbulence that has really fuelled our desire to explore what lies ahead.
What we're trying to do with this project is to give voice to our doubts, our hopes, and our fears. It’s not just about imagining what the future might look like—it’s also about understanding the consequences of the choices we’re making today. There are things we wish for, and things we fear. And we want to represent that tension, that balance between hope and despair, in the most honest way we can.
It's about creating something that portrays major changes, from the personal stories that often get lost in the noise. That way speaks to the present, our humanity and feelings while also imagining the consequences of where we're going.
LBB> What excites you in the advertising industry right now, as a director? Any trends or changes that open new opportunities?
Mags> We are fascinated by magical realism in visual construction and the ability to create dreamlike atmospheres that touch the senses and the soul. In advertising, what drives us is the creation of genuine partnerships, where we can share perspectives and ideas with other creatives, so that together, with many hands, we can forge something unique. In a world saturated with images, we feel that it is through true connection with agencies and clients that our vision can truly pulse, bringing something fresh and vibrant.
Our work is an ongoing journey into layers of meaning, a constant search to infuse our creations with symbols that speak to the depths of our emotions. We explore themes that inspire us—such as the divine, the sacred, the feminine, nature, and the simple poetry of life. For us, is very important that every project begins with a question: How can we awaken the sense and the transport people to another realm, while staying true to our authentic selves?
We tent to resist the pull of trends; instead, we aim to navigate them for each project, creating a unique language that every film provokes. When advertising succumbs to the obvious and the commonplace, we believe it loses its essence. For us, it’s about swimming against the current, delving into counterculture, so that what we create is not merely form, but a profound experience—something that resonates both in the mind and the heart.
LBB> What elements of a script sets one apart from the other and what sort of scripts get you excited to shoot them?
Mags> There are a lot of elements that can make a script stand out, but the heart of it always lies in the storytelling—the way we breathe life into a character and watch them evolve.
We love crafting narratives where we get to explore a character’s journey in depth, the kind of transformation that feels real and earned. Like some projects that are inspired by real stories, such as Mitsubishi, with a truthful narrative of a power racer overcoming obstacles in the men’s racing world and Embraer, a real story of the creator of the only Brazilian aircraft manufacturer. Two stories that honour persons that had strong minds, ideas and abilities that revolutionised the world.
We loved to delve into their memories, to explore their inner world through flashbacks—capturing not just their triumphs but the internal struggles that led them to that point—it’s an incredibly rewarding experience.
But beyond the personal stories, we’re also drawn to projects with a broader social impact. We’re particularly passionate about telling stories that challenge the way we see the world, especially when it comes to feminine narratives.
One project that really meant a lot to us was Natura, a beauty brand campaign we did back in 2016. It was a bold step away from the conventional beauty standards that dominate the industry. We portrayed women of all shapes and sizes, celebrating the diversity of bodies and the comfort that comes with owning your own skin. It wasn’t just about selling a product—it was about creating a visual narrative that felt empowering and poetic, one that encouraged people to rethink their own perceptions of beauty.
These are the kinds of stories we’re passionate about—the ones that not only captivate audiences but also spark conversations, break boundaries, and provoke change. We believe that film has the power to challenge social norms and leave a lasting impact, and that’s what excites us most.
LBB> If the script is for a brand that you're not familiar with/ don’t have a big affinity with or a market you're new to, how important is it for you to do research and understand that strategic and contextual side of the ad? If it’s important to you, how do you do it?
Mags> For us, it's absolutely crucial to understand not just the product but the people who use it and connect with it—their lives, their needs, their emotions. We believe that to create something truly impactful, we need to build a connection that's authentic and relatable. It’s about evoking feelings that resonate deeply and truthfully with the audience.
And that’s what we love most about our work: the diversity of projects we get to explore, from consumer goods to services, each offering a unique opportunity to dig into new worlds and stories.
Some projects are more instinctive—they're about feeling and sensory experience, like the way a product feels on your skin. But others, like the Fiat commercial we worked on, require a much deeper dive.That project, for example, was a story about a family legacy—how the Ranch lifestyle, passed from one generation to the next. The story centered on the first woman in the family to take the wheel, driving the Fiat Titano, a rugged farm vehicle, on the farm and carrying forward the tradition.
To bring that narrative to life, we did extensive research. We wanted to understand not just how farms work in Brazil, but how they’ve evolved over time. We looked at the past—the icons and symbols of farming life, like the windmill, which was a staple of older farms. We studied the work culture of the sixties and seventies, from the way people dressed to the animals they raised and the tools they used.
But we didn’t stop there.
We also researched the present, understanding how farms operate today, the modern technologies they use, and how that influences the daily lives of farmers.
By blending the past and present, we could create a visual narrative that was not only historically accurate but emotionally resonant. It was about portraying a sense of continuity, showing how technology and tradition come together in the lives of real people.
In the end, our goal was to capture an image that would feel true to both the product and the people who rely on it every day. It’s this kind of research and dedication to authenticity that helps us craft stories that connect on a deeper level with the audience—stories that feel real, relatable, and impactful.
LBB> For you, what is the most important working relationship for a director to have with another person in making an ad? And why?
Mags> For us, the constant pursuit lies in fostering an open and unified dialogue with the entire team: both our own crew and the creative partners within the agency. We strive to harmonise ideas and emotions, so that together, we can breathe life into the concept with clarity and authenticity, igniting that spark in everyone’s eyes.
We understand that this requires a profound connection—a shared belief in the vision we, as directors, are revealing. It is a subjective vision that gradually takes shape, evolving and gaining breath as we unfold the narrative, as we reveal how we see this story, and how we intend to bring it to life.
This process of building trust, of inviting others to see through our eyes, is what allows the idea to transcend from possibility to reality—both feasible and meaningful. It is a relationship of enchantment and involvement, one that we, as directors, must continuously nurture. We seek to establish a foundation for the story to grow and resonate.
And while the process takes form, it is essential to leave space for the idea to breathe and open spaces where the team can inject their own spontaneity and creativity.
This faith—this collective bond with our team and those who share our vision—is something we truly value. But definitely one connection that needs to be constantly sharpened for every project is the collaboration with our executive producer.
This person will guide the team on the other side of the production, and needs to be fully align with our vision and contribute with creative production approach as well. That connection with the EP and the rest of the team represents the genuine spark that fuels our creative perspective, continually urging us to question, provoke, and stir both our intellect and emotions.
LBB> What type of work are you most passionate about - is there a particular genre or subject matter or style you are most drawn to?
Mags> We're drawn to ideas that allow us to dive into the subconscious, to explore metaphors and symbolisms, and to weave poetry into the visual storytelling. We love creating images that speak on multiple levels, where every frame holds layers of meaning, where the context and the elements speak louder than words. It’s about infusing the visuals with so much depth that they say more than the audience initially perceives.
One project that really resonated with us was for Carefree, where we tackled the topic of vaginal health—a subject often left in the shadows. We wanted to turn this into a statement, something bold and empowering.
We used metaphors to connect the body, not just as something to be accepted, but as something to be celebrated. We portrayed the female body as a temple, as a goddess, as something powerful, and beautiful. It was deeply gratifying to bring that vision to life, to transform a conversation that’s often hushed into something poetic, liberating, and unapologetic.
For us, it’s not about the specific project style—it could be a fashion project, a narrative-driven story, or a lifestyle campaign. What matters is the ability to infuse every detail with our perspective, to make every element tell a part of the story.
We love exploring that fine line between reality and unreality, where there's a sense of uncertainty, of something just beyond the surface, inviting the audience to look deeper. That’s the kind of work that excites us: projects that provoke, that challenge norms, that encourage people to see the world through a different lens.
LBB> How do you strike the balance between being open/collaborative with the agency and brand client while also protecting the idea?
Mags> The treatment tool is essential for expressing our ideas visually, creating a deep connection based on trust and the director's repertoire. It is in this space that we shape a clear and visceral message, giving form to the potential of the idea with our creative energy and potential. While the process involves challenges and different perspectives, the tool allows us to protect the essence of the creation, even as the idea remains intangible and susceptible to external influences.
Agencies and clients have the full history and brand map, and we bring the soul of each character and the aesthetic power of that story. The process of blending all the visions together is a constant struggle to preserve the original idea, but our collaborative as a duo essence enables us to incorporate contributions that make the narrative stronger and more concrete.
The goal is to create something meaningful, something that resonates in the world. The creation and materialisation of this idea depend on us, but we know that by protecting the vision and fostering dialogue, everyone can unite in its growth. What matters is to empower, combine and evoke emotion.
LBB> Your work is now presented in so many different formats - to what extent do you keep each in mind while you're working (and, equally, to what degree is it possible to do so)?
Mags> We love the idea of creating in different formats. Many of our short films have been made with low-budget resources, using a handheld camera or an editing trick. This is something that excites and fascinates us: mixing different types of art, such as collage and animation, to create a multifaceted artistic language, where our work and ideas can engage in dialogue across various formats.
However, the digital age has transformed how we consume content, making it harder to create deeper connections in a world where everything feels fleeting. With an overwhelming influx of information and a constant craving for quick emotional responses, attention spans grow shorter, and many brands struggle to communicate effectively across platforms with limited resources.
Our greatest challenge is the lack of time on set, making it difficult to nurture diverse ideas for different formats. As formats constantly shift—from 9:16 to 16:9—this requires constant adjustment. In this moment of rediscovery, we question how far we can push creative boundaries and what we can offer as true artists, not just content creators. Yet, in this pursuit, we fear we may be losing the value of great ideas, reducing them to ephemeral moments that quickly fade from memory.
We are living in an age of information overload, where the narratives and dialogues we long to craft are becoming increasingly difficult to reach. We reside in a world addicted to dopamine, where ephemeral emotional triggers reign, and attention spans grow ever more fragmented. Meanwhile, many brands strive to communicate across an ever-expanding array of platforms, often constrained by limited resources.
This, for us, is the greatest challenge: the scarcity of time on set, which prevents us from nurturing diverse ideas for the various formats and deliveries required. Formats are in a constant state of flux—from 9:16 to 16:9—and this demands continuous reframing and adaptation.
We find ourselves in a moment of rediscovery, questioning how far we can push the boundaries of creativity, and what, in truth, we are capable of delivering. Yet, in this pursuit, we fear that we are losing the essence of great ideas, distilling them into fleeting moments that fade too quickly from memory.
LBB> Which pieces of your work do you feel show what you do best – and why?
Mags> Some visual works become an essential milestones in our journey, and Carefree is without a doubt one of those pieces that instinctively captures the essence of our feminine spirit. It expresses the desire to voice what is often repressed: what it means to be a woman.
Carefree and also Hershe are deeply special projects in this sense, as they explore the feminine in its many dimensions: ancestry, the alchemy of our bodies, and the urgent need to make these narratives visible and share them with the world. These works carry an emotional charge that must be revealed, a story that must be told about women and their nature.
Our work is also deeply rooted in social critique. Take Mitsubishi, for example: it shines a spotlight on the figure of Yutta Kleinschmidt, a female rally racer who, at the turn of the millennium, achieved a historic victory, —yet her triumph was largely ignored. Our art, more than just aesthetic, is a constant provocation: an invitation to reflect on issues that must be heard, discussed, and exposed within the world of advertising.
We are, by nature, provocateurs, challenging established narratives, and through this campaign, we bring her story —and her victory —into the light, demanding the recognition it deserves.
We are also drawn to the world of fashion, particularly when it comes to character development. In our film for NFL Shop Creative, we aimed to showcase individuals in their most authentic and powerful forms, celebrating the freedom to be whoever they choose to be.
For us, fashion transcends mere aesthetics; it becomes a kind of armour—one that empowers and overflows with identity. It is this transformative power of clothing that fascinates us deeply: how something as simple as what we wear can carry such profound symbolic weight. And it was such a blast creating many different scenarios that would represent each US State where the Fans would cheer for their team and wear their gown, and all shot in Toronto, an amazing challenge.
Then, there is Embraer. This film is, above all, a tribute to Brazil and its history, celebrating one of the inventors of the airplane, Santos Dumont. It is a work deeply connected to our culture, and the narrative was constructed in the way we love most: with creative freedom. Together with our partners and agencies, in this particular project, we created a script that reflects our dreamlike vision and magical realism as directors, but also, and most importantly, respects the timeless structure of the hero’s journey.
It’s fascinating to see how this approach continues to awaken us to new ways of telling stories, and how each project pushes us to explore the creative possibilities of narrative more deeply.
