Description
In the feature film Pureza, the protagonist Pureza (played by Dira Paes) embarks on a relentless search for her son, Abel (Matheus Abreu), who vanished after heading to the Amazon in pursuit of gold mining work. Her journey unveils a sinister system of human trafficking and enslavement of rural workers. Taking a job at a remote farm, she becomes a witness to brutal labor conditions and rampant deforestation. After managing to escape, she reports the crimes to federal authorities. Met with disbelief and facing a powerful, corrupt system, she courageously returns to the forest to gather concrete evidence.
Pureza is a powerful, socially impactful film born from an invitation by director Renato Barbieri for us to bring this essential story to the screen.
We set out to structure the project in a way that would ensure the inspiring real-life story of Dona Pureza Lopes Loyola reached the widest possible audience through major exhibition platforms and windows.
This goal, we followed a rigorous and strategic production process:
- Building a strong and engaged network of supporters;
- Developing the screenplay through in-depth research, multiple collaborations, and script doctoring;
- Attracting renowned, experienced talent to ensure a film of high artistic and cinematic quality;
- Securing the necessary funding to enable a production with strong market and festival potential;
- Delivering the film on time and within budget;
- Finalizing the project with the utmost technical and artistic precision;
- Launching the film with wide commercial visibility, supported by a robust media strategy and the mobilization of our support network;
- Providing ongoing support for civil society actions related to the film’s core theme.
Results
Pureza premiered in theaters, screened at dozens of festivals in 23 countries, and was broadcast on Telecine, GloboPlay, and TV Globo. It was also featured on in-flight entertainment platforms for LATAM, Air France, Ethiopian Airlines, and Emirates. Additionally, it was shown in hundreds of grassroots community screenings, ultimately reaching over 66 million people and earning 34 awards.
The impact of Pureza extended far beyond the screen. It inspired hundreds of news stories in Brazil and abroad, motivated the inclusion of new educational content in schools—including academic subjects and educational games—sparked debates and screenings among judges and legal professionals, and provided crucial tools for those combating modern-day slavery. The film’s resonance was such that the University of Brasília included a question about Dona Pureza in its national entrance exam, and the U.S. Department of State awarded her the prestigious Hero Award.