Africa & Itau Bank: The future explains why you shouldn’t fear it

The future has a message for the people of Brazil. “You are not in my hands. It’s the other way around.”

That message is the core of an uplifting 90 second film by Sao Paulo creative agency, Africa, for Itau Bank, in which the future also tells us to love now, respect those who are different now (because only then can peace exist in the future) and fight to be happier now.

It’s a remarkable message because the bank doesn’t utter a word of it. It’s a compelling message because the bank doesn’t utter a word of it. If we fear the future, we also give it the ultimate authority.

The film, I am The Future, concludes the bank’s end-of-year trilogy, launched by Africa in 2015, and it is narrated by actress, Fernanda Montenegro, one of the most important Brazilian actresses of all times and an Oscar nominee.

The 2015 film talked about human relations with the world’s digitalisation. In 2016, the focus was on how to enjoy the digital world’s wonders to live more and enjoy more each moment without pursuing lost time. In this final commercial, the theme relates to people’s fear of the future and their consequent neglect of the present. While the future is uncertain, the film notes, we are the ones who can create it.

An awesome message deserves an inspiring visual story, and this film certainly has it. The film was shot in different places in Uruguay – Montevideo, Punta Ballena, and Cabo Polonio, was directed by Vellas and produced by Saigon, under the guidance of agency creative, Everton Behenck’s, script.