Estação Free São Paulo: Pope

The campaign 'Evil' is about looking at all sides of a story. It uses personalities from the world of politics who are often seen to be quite dubious – personalities who can be interpreted as the personification of good or bad, depending on one’s point of view. Barack Obama, Julian Assange and Pope Francisco were distorted and transformed into evil figures. The ads advise readers to understand the whole story before judging and are accompanied by Estacao Free Sao Paulo's logo to inform them where they may receive this kind of information.
It is interesting to note that Photoshop was not involved in the distortion of the faces, but rather a special photographic technique using optics. The process itself reinforces the concept: depending on the way you look, you alter the subject and it’s significance.Agency Y&R Sao Paulo