Film2026
Maliblue Is Born
Vertical launch reel for Instagram and TikTok
Maliblue already existed and came back with new branding, across three lines: activewear, beachwear and concept. This is the reel that announced the new chapter on social media. Direction came from Kaline Oliveira, the brand's strategist. The look came out of a round of style tests, and the one that stuck was the most graphic of them: workout scenes cut to the beat of a silhouette-cutout effect, the body in negative space opening room for the next line, with kinetic text carrying the piece from "Maliblue is born" to "a new chapter". Delivered vertical, built for Reels and Stories.
Process
The pace
The lines could not be cut the same way. Activewear asked for speed and a hip-hop track, bodies in motion, short cuts. Concept is the opposite: more melancholic, more conceptual, a mood that does not survive a rushed edit.
One rule held both together: show every detail, and show it fast. Each piece appears in full in some frame, with the fabric, the fall and the finish, but no shot stays long enough for the viewer to settle. The detail is there; anyone who wants it comes back.
The hurry is an argument, not a style. A brand returning with new branding has to look like it came back in force, not like it is reintroducing itself slowly. A slow cut would tell the wrong story, which is why the kinetic text lands on "a new chapter" and not on "hello".
The blur that went
The first pass on activewear carried far more effect: heavy blur on the transitions, especially the opening. On its own it read as energy; across the whole piece it turned to smear, and precisely in the first seconds, which are the ones that decide whether anyone stays.
Almost all of it went. The speed that remained comes from the cut and the track, not the filter. It became the rule for the rest of the project: if the effect steals the clothes, the effect goes. Someone commissioning a fashion reel is buying the garment on screen, not my repertoire of transitions.
