VIADUCTS

MR. PRESS (Marcelo Presotto) is a Brazilian filmmaker, director, and writer whose work is defined by strong visual sensitivity and an intimate, emotional approach to storytelling. With a career spanning nearly four decades, his work has continuously evolved across cinema, advertising, and hybrid formats, combining lived experience with contemporary creative tools. His films are marked by careful attention to atmosphere, color, sound, and image composition, using aesthetics not as ornament, but as a gateway to memory, affect, and human complexity.

Working across independent cinema, advertising, music videos, and brand content, he has directed and edited over 300 advertising films for major agencies and brands such as Smirnoff, Itaú, O Boticário, and Banco do Brasil. He has also directed multiple TV campaigns and openings for TV Globo, including Boogie Oogie and Malhação, as well as award-winning campaigns for Canal Futura.

In 2018, Marcelo wrote and directed his independent feature film 2, which received multiple international awards and was later exhibited on Prime Video.

His first short film, A Pensão dos Caranguejos, was also selected and awarded at several international film festivals.

In parallel to his live-action career, Marcelo has developed a pioneering body of work driven by artificial intelligence as a creative language. Using AI as an integral artistic medium, he conceived, directed, and produced a full music video created entirely with artificial intelligence for the singer Zeca Baleiro. He also created Preta Le, a virtual singer for whom he wrote and composed a full album portraying the daily life of a Black woman from the favela of Taboão da Serra. The songs are available on digital platforms, and the music videos have received awards.

In 2025, he led the launch of the brand NATURA in the North American market through a series of product films generated entirely with artificial intelligence. He also conceived and produced an entire AI-generated episode of Vida de Jó, a biblical series for TV Record.

Moving fluidly between fiction, documentary, and hybrid formats, Marcelo incorporates contemporary creative tools — including artificial intelligence — as an organic part of his artistic process, integrating technology into his visual and narrative language rather than treating it as a technical layer.