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At first glance, the Sao Paolo Jewish Film Festival ad campaign seems to simply be a shot of biblical scripture. Upon closer inspection, however, the scripture has been converted into a script--a film script to be exact. Not only are the print ads a play on the religious nature of this particular culture, they also read, "We always had good scripts. We just had to shoot them." Essentially, it shows that filmmaking is in their blood.

The Sao Paolo Jewish Film Festival ad campaign was conceived and executed by Sao Paolo-based ad agency Young & Rubicam. Art directed by Leandro Camara with creative direction by Rui Branquinho, Flavio Casarotti, Rafael Merel and Marcelo Fedrizzi, the ads were photographed by Pedro Dimitrow.