ABOUT
Globo TV approached my production company, La Casa de la Madre, to craft a cinematic story around an ambitious innovation: a helmet that enables an F1 car to be controlled by thought. I led the storytelling by connecting this breakthrough to the life of Rodrigo Mendes, a racing enthusiast who developed tetraplegia after an accident and went on to found the Instituto Rodrigo Mendes, dedicated to inclusion through education.
The film gave a human dimension to Globo’s campaign, Movido a Respeito (Powered by Respect), which resonated widely online and across mainstream media. It went on to win multiple awards, including a Silver Lion for Innovation at Cannes Lions. It made history as the first Latin American campaign to win the Grand Clio Entertainment Award in the Social Good category.
This was the result of a collective effort between engineers, producers, and Rodrigo’s own team — but for me, it was a milestone that showed how storytelling can bridge technology, social impact, and emotion on a global stage.
AWARDS
Cannes Lions - Silver
Clios - Grand Award
Back to Powered by Respect project
Natali Sadova
Illustrator & Surface Pattern Designer, freelance
Ukraine
Peter Crowther
Digital Illustrator/Animator, Peter Crowther Associates Ltd
United Kingdom