Marcos Siqueira Art Director

ABOUT

Football is a game played with the feet. And lived through the hands.

Hands clapping. Hands praying. Hands trembling. Hands gripping. Hands covering eyes.

"A Handful of Passion" builds on that simple observation, turning the emotional language of football fans into a tangible brand gesture: harvest by hand the potatoes and reaching for a Lay’s crisp.

Developed as a speculative project in March 2026, the film also explores emerging AI-driven workflows, testing how generative tools can help reduce the gap between concept and execution while keeping creative direction at the center of the process.

With Marcos Siquiera

MADEIT CREDITS

  • Lay'sClient
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