To promote the Oscars broadcast on HBO Max in Brazil, we turned the country’s most beloved breakout star into the campaign’s main event. Tânia Maria, the 79-year-old revelation from The Secret Agent, had become a cultural phenomenon during awards season. So HBO Max imagined her stepping into the worlds of major nominated films available on HBO Max, creating a series of social films that felt less like ads and more like a new piece of Oscar entertainment. The campaign quickly moved from brand channels into culture, earning millions of organic views, national and international press coverage, and praise from film industry voices, including The Academy. What began as a local social idea became one of the most talked-about pieces of Oscars communication of the year.