são joão

Every June, the city of Campina Grande in northeastern Brazil hosts the Festa de São João: a week-long celebration of music, food, and traditional culture that draws hundreds of thousands of visitors from across the country. It bills itself as the largest São João festival in the world, and by most measures, it earns the title.

Localiza Hertz — Brazil's largest car rental company, operating in partnership with Hertz — wanted to connect their brand to that experience in a way that felt earned rather than imposed. The idea was simple: select a real couple of customers, take them to Campina Grande for the first time, entirely in a Localiza vehicle, and document the journey.

No actors. No scripted reactions. The documentary format was a deliberate creative and strategic choice — it kept the couple relaxed in front of the camera, and it kept the film honest. The spontaneous moments that emerged couldn't have been written.

The result was a branded film that felt like a travel story because it was one, in all its authenticity.