Exclusively for HSE, Intuit Lab, and CAFA students. Read more 🔗 about the competition
The contest has two rounds. Submissions are currently open for Round 1, assessed by national juries, and the same projects will carry through to Round 2, judged by the international jury.
step 1 / choose a movie: Brazilian watchlist
Central Station (1998, Walter Salles) // Central do Brasil (1998, Walter Salles)
Central do Brasil is an emotional road movie that tells the story of Dora, a retired schoolteacher who writes letters for illiterate people at Rio’s main train station. When a young boy named Josué is left orphaned, Dora reluctantly accompanies him on a journey through Brazil’s arid Northeast in search of his father. The film explores themes of redemption, affection, and human connection across Brazil’s vast and diverse landscapes. Starring Fernanda Montenegro — whose performance earned an Oscar nomination — the film introduced international audiences to the tenderness and depth of Brazilian storytelling.
City of God (2002, Fernando Meirelles and Kátia Lund) // Cidade de Deus (2002, Fernando Meirelles and Kátia Lund)
City of God is a groundbreaking film that portrays the rise of organized crime in the favelas of Rio de Janeiro between the 1960s and 1980s. The story is told through the eyes of Rocket, a young man who dreams of becoming a photographer, as he witnesses his friends fall into a spiral of violence and drug wars. With dynamic editing, striking visuals, and a raw sense of realism, the film became a global phenomenon and a symbol of Brazilian contemporary cinema. It was nominated for four Academy Awards and praised for its unflinching depiction of life on the margins of society.
Elite Squad (2007, José Padilha) // Tropa de Elite (2007, José Padilha)
Elite Squad dives into the harsh realities of Rio de Janeiro’s police force and its war against drug trafficking. The story follows Captain Nascimento, a leader of the elite police unit BOPE, as he struggles with corruption, violence, and moral dilemmas in his mission to restore order. The film’s intense realism and sharp critique of both the criminal and institutional systems made it controversial yet widely acclaimed. Winner of the Golden Bear at the Berlin International Film Festival, Elite Squad remains one of the most talked-about portrayals of urban violence in Latin America.
I’m Still Here (2024, Walter Salles) // Ainda Estou Aqui (2024, Walter Salles)
Based on the real-life story of Rubens and Eunice Paiva, I’m Still Here recounts the emotional journey of a mother searching for her son, who was kidnapped and killed by Brazil’s military dictatorship in the 1970s. Played by Fernanda Torres, Eunice’s story embodies both personal grief and political courage. Through Salles’ sensitive direction, the film reflects on memory, loss, and the resilience of families who fought for truth during one of Brazil’s darkest historical periods. It’s a poignant and humanist work that connects past and present, reminding viewers of the enduring power of love and justice.
My Mother Is A Character (2013, André Pellenz) // Minha Mãe é uma Peça (2013, André Pellenz)
This comedy phenomenon stars Paulo Gustavo as Dona Hermínia, an over-the-top, loving, and loud Brazilian mother whose daily chaos and hilarious rants became iconic. Inspired by Gustavo’s own stage play, the film celebrates Brazilian family life, full of warmth, exaggeration, and affection. Behind the humor, My Mom is a Character highlights the strength and sacrifices of mothers, resonating deeply with audiences across generations. It became one of Brazil’s biggest box office successes and spawned two sequels.
step 2 / translate and reimagine
Ask yourself: «If the message and spirit of this film were turned into a contemporary „Brand®“ in my country, what would it look like?» The name of the movie could be changed if necessary for the purpose of the brand you want to create.
Analyze the core DNA of the story — its emotion, symbolism, conflict, and values. Then reinterpret it within your own cultural environment, while keeping its original essence alive.
Define: • The brand positioning (what it stands for) • The narrative promise (what it conveys emotionally or socially) • The signature or tagline
step 3 / design the identity
Create the visual and editorial world of your film-brand:
• Logo and graphic universe (color palette, typography, layout) • Visual and editorial tone • Main campaign poster or rebranded film cover • Social media content (3–5 posts minimum)
Optional but encouraged: merchandising mockups, teaser video, or a short 2-minute trailer. You are free to explore any format — from digital to print to motion — as long as your storytelling remains coherent and culturally meaningful.
step 4 / prepare the presentation
Compile your project into a clear and engaging presentation:
• 1 brand strategy note (vision, values, positioning, adapted title) • 1 logo and full visual identity system (colors, typography, moodboard) • 1 poster or key visual • 3–5 social media posts • Optional: 1 short trailer (max 2 min) • 1 presentation deck (max 30 longread blocks) uploading here on «create a project»
when creating your project on the platform, please name it using the following format:
Culture Mirror: [Movie Name]
step 5 / submit and get featured
Submit your project on your film country’s landing page.
Individual submissions only.
Final deadline: January 15, 2026.
After the first evaluation, five projects per country will be shortlisted.
A second round of juries will then select the three best international interpretations per country, and finally, one winning project will be chosen in March 2026.
The 15 finalist projects will form the basis of a traveling exhibition across all five countries.
make sure your project includes both tags:
«identity & branding» «intuit lab x hse art and design school x cafa»
contacts
Info: info@dafes.org Technical support: support@dafes.org
Regulations of the HSE x Intuit Lab x CAFA: Culture Mirror Intercampus Design Challenge — by participating in this contest, you agree to these Regulations in full.