AN EMOTIONAL JOURNEY

In the beginning, there was only darkness. Then, a new idea came to light…

THE ROLLERCOASTER

The story of Capucci PRO is like a true series script — a rollercoaster of feelings, dedication, twists, and emotions.

THE BEGINNING

The Capucci brothers came from a humble family. Their father was a truck driver. They lived in Brasília until 1984, when they moved to Minas Gerais — Capucci Junior at 14 and his brother Luiz Roberto at 18.

They were always renting, like nomads in search of a home that would fit their budget.

FIRST JOB

Capucci Junior landed his first job at 15 at a newspaper, where he learned several trades — layout designer, copywriter, cartoonist, and editorial cartoonist. Meanwhile, his brother went to work at a dairy company. This lasted until 1989.

SCREEN PRINTING IN THE GARAGE

At 20, Capucci Junior left the newspaper, and his brother Luiz Roberto also quit his job. They pooled the little money they had saved over five years of work and set up a clothing screen-printing shop in their garage. It didn't take long for them to become known for their high-quality, tasteful prints. Capucci Junior, who was already gaining a reputation as a great illustrator, began applying the skills he had honed over years as a newspaper cartoonist to his fabric creations. That same year, Capucci Junior couldn't say no to a job offer at a print shop, so he would work on prints at night after coming home from the print shop, while his brother handled the printing during the day.

BONNY LONY – THE FIRST FESTIVAL

They worked exhaustively in screen printing for eight years — since computers weren't yet available in Brazil. Then, with the advent of computing, the Capucci brothers started their first experiments in computer graphics, just as screen printing was becoming a stagnant market. That was when TV networks discovered the duo's talent for graphic animation, and they moved into producing electronic bumpers for news programs and TV commercials.

Then, in 1999, Capucci Junior created his character Bonny Lony for newspaper comic strips. The following year, he ventured into producing a short film featuring the skeletal character, which was selected for the 2001 Animamundi International Festival — winning in the Children's category.

COLLEGE

After the success of Bonny Lony, a world of possibilities opened up. But realizing they were still uncut gems, they enrolled in a Communications degree program to further refine their skills and expand their professional horizons.

THE FIRST FEATURE FILM

That was when they founded the advertising agency Capucci Comunicação. With extensive market experience and ever-expanding creative potential, the Capucci brothers received a proposal to set up a film studio to be rented by the university. That contract brought in enough money to buy their parents' long-dreamed-of home and to invest even more in productions.

But a communications agency couldn't own a studio — so they had to decide: keep the ad agency or keep the production company. Because their passion for productions, films, and animation was too strong, they decided to create Capucci Cine Produções. They went on to produce several short films, political campaigns, TV commercials, and with the support of several entrepreneurs, they produced their first feature film — Segredos do Porão — which was released to video rental stores in 2009.

SEVEN LIVES — THE WEB SERIES

In 2011, they produced Brazil's first web series, called Sete Vidas — a series with 64 short episodes of 15 minutes each, at a time when the internet was still dial-up. Even so, the impact was immediate. Luiz Roberto recalls that after local TV ended, the drop in commercial production hit the company hard, forcing the brothers once again to stop and come up with an urgent solution — or face bankruptcy.

CONQUERING BRAZIL

Capucci Junior then had the bold idea of creating a series that would involve the entire city population in a talent contest to choose the cast, while he wrote the scripts. After the cast was chosen, they went into production on the web series — which caught the attention of broadcasters as far away as São Paulo, who came to Minas Gerais to learn about this unprecedented achievement.

The series was a huge success on the web, reaching 640,000 daily views and catching the interest of SBT Minas, which invested in the series and aired it in their lineup — taking the spot of the iconic show Chaves. It became a major ratings success as well.

PROJECTION MAPPING

Technology kept evolving, and Capucci kept pace. In 2014, after a trip to Europe, the Capucci brothers began experimenting with projection mapping and brought this innovation to Brazil. They became not only a film production company but also a projection mapping production house — traveling all over Brazil to create stunning effects for theater productions, car launches, event openings, and musicals.

AUGMENTED AND VIRTUAL REALITY

But technology continued to advance, and in 2016, Augmented Reality and Virtual Reality emerged. The brothers began producing incredible educational experiences — including an AR app about the solar system, which remains one of the most downloaded apps on Google Play and the App Store to this day. They also developed several apps for Embrapa across Brazil. In 2019, they were hired to launch the world's first AR app for printed newspapers, developed for Editora Globo in celebration of the 50th anniversary of the Moon landing.

A NEW REALITY

From that point on, the name Capucci Cine Produções no longer made sense — they had expanded their horizons to a degree that deserved an upgrade. So they became Capucci Produções. And now, with the arrival of new technologies, Capucci became PRO. Capucci PRO is already fully immersed in this new virtual universe, carrying all its marketing and audiovisual expertise, now also deeply integrated into the technology landscape.

Our clients seek innovation — the wow factor for their audiences. And that challenge is what drives us forward, setting us apart and defining our work.