A puppet, who always has an opinion, is the main character of Estadão's new campaign “Do you want to know? Estadão” and here to present the newspaper as an option for people who want to be informed.

This anti-hero tries to provoke the viewer in several situations with his acid humor, that his biggest ambition is to have a brain, so he can absorb the content of Estadão, give out opinions and express his ideas.

“Estadão. Information with depth, analysis and opinion.”

We were selected in order to give the puppet a high level of expressions. The production of the puppet required 25 days and encompassed four stages: design, modeling, choice of features and adjustment of the finalized puppet.

Over 20 professionals were involved in the design stage, offering different versions of the puppet based on the agency's briefing. After the features were chosen, a clay model of the puppet's bust was made. Characteristics such as skin color, type of hair and texture were defined next, based on puppets previously produced by the studio. Once the puppet's production was finalized, small haircut and type of clothing adjustments were still made.

With a height of 70 cm, the puppet was manipulated simultaneously by three people – one person was responsible for facial expressions; another for the torso's and head's movements; and the last one for moving arms and legs. In order for the puppet to be inserted harmoniously in the real scale movie set, the production used tricks such as fillings and pillows to support it and adjust it to the furniture's dimensions.