José Pedro Bortolini //////////////////////// Creative Art Director


Work ///// About me ///// Awards & Recognition ///// Contact











DERMODEX
The UnPhotographed Album



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In Brazil, 92% of children up for adoption are over
7 years old. But, out of the 37,000 parents who wants to adopt, only 9% want children of that age.

To encourage late adoption, Dermodex (a traditional diaper rash cream, manufactured by the Reckitt Benckiser company) have decided to homage the families which adopted their children at an older age. Because the early years of childhood are an experience that every parent deserve to have.

With the help of photorealistic illustrator artists, we manufactured special albums, recreating important early childhood moments, that they weren’t able to share with their children.

After all, they were already a family.
They just hadn’t met yet.

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Each family received a custom made album, with illustrations representing important moments of childhood crossing with important moments of their lives. 

The families were chosen because each represents another dificulty of late adoption: the Abib Kern family, for example, adopted three adorable little sisters. It’s not common in adoption for parents to adopt such a large number of siblings (adopt only one sibling is discouraged but not prohibited).

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The Montefusco Pereira da Silva family adopted one daughter, Sabrina, who already had her other siblings adopted by different families. Few years later, they adopted another daughter, Ketelyn, making them adoptive sisters.

It’s not common for a flate adoption family, to adopt another children after the first one, specially if they are not related.

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The Oliveira do Carmo family adopted Matheus, who have a serious visual impairment.

Children with disabilities are more likely of not getting adopted. And gay couples face more difficulties to prove themselves right for adoption.

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I've to say that this was the most rewarding project that I've ever done. As one of the fathers said it best: "this filled a void in our lives. Everything that I've wished to have lived with my son but I couldn't, I've lived today. Our souls are at peace and our hearts are grateful. Thank you".
(every single person involved in this project cried at some point, myself included. How couldn't we?)

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-----------//Cannes Lions//
                 Shortlist // Health

-----------//Brazillian Advertising Annual (Clube de Criação)//
                 Silver // Direct
                 In book // Branded Content

-----------//Wave Festival//
                 Shortlist // Health

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art direction: José Pedro Bortolini / Michel Morem / Gabriel Marcondes / Savio Hatherly
book design, type & letterings: José Pedro Bortolini
copywriting: Américo Vizer / Chico Lucas / Fillipe Abreu / Pedro Rosas
creative direction: Rodolfo Barreto / Daniel Schiavon / Erh Ray 

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film production: Trator Filmes
director: Cláudio Cinelli
sound: Jamute Audio
illustration: Estúdio Ícon
print production: P+E Galeria Digital
photography: Alexandre Genga / Geison Genga

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Mark