Concrete Ginga brought São Paulo's rhythm to Purple Magazine in a Nike editorial shot by Marcelo Krasilcic. Purple editor Olivier Zahm art directed, Renata Abbade styled. The whole story captures the ginga, the typical Brazilian swagger, original from capoeira, transferred into soccer, and absorbed by the culture at large. Ginga expresses agility, flow, and ease.

Our vision was to keep it loose, irreverent, natural, letting color and movement do the communication. To show real Brazilian energy, and ultimately, to enjoy our work together. You can feel the laughs between shots, the spontaneous and playful energy of the set.

What you get is essentially “athleisure”, through the lens of Brazilian rhythm, and real people genuinely enjoying working together. Purple is known for its sophisticated and groundbreaking take on fashion, and this editorial showed what happens when the work feels more like play.