I was commissioned to write and co-direct a branded documentary for Heinz baby food, portraying a new generation of babies, the Alpha babies, born in the 2010s. A highly connected generation that will not go through the transition between digital and non-digital. A generation that has their reality intermediated by gadgets, devices and lots of screens.

1m+ YouTube views

My role: Concept and Film Direction / Creative Direction: FLAG’s production company The Kumite




















Juliana Mendonca
Creative Strategy, Concept, Content, Writing, Video, Film, Brand Strategy, Brand Development, Digital Advertising, Interactive Advertising