Pedro Sattin

brazilian art director
based in Madrid
& working at David.

PS

Pescanova
— NOVA

2017

In Spain over 86% of people believe in fake news and Pescanova wanted to show consumers that not everything they see is actually real.

So we made a fake documentary about its shrimp catching, showing the world a weird new fishing techique.
Role
Art director
agency
LOLA MullenLowe




— At the end of the documentary, the viewer was asked if he believed it or not, and could see more crazy fake videos like these:


1 — Formations

2 — Preparation


3 — Ultrasounds

4 — Detection


— And if the viewer stoped believing it at any point he was directed to the final message: