In the latest from Roastbrief, Victor Toyofuku, Creative Director at AREA 23, explores the story behind the agency’s impactful campaign, which spotlights Gavião Kyikatejê, the first Indigenous professional football team in Brazil.
Victor explores what sparked the creation of this work, creative collaboration with local Indigenous communities, the real impact it delivered and more.
“People from all over—sound designers, illustrators, editors, influencers—offered their time and talent simply because they believed in it,” Victor said. “No one asked, ‘What’s in it for me?’ They just wanted to help. And that honesty is contagious. Brands felt it too. Supporting the team wasn’t just sponsorship—it was standing for something bigger.”
