POLITEIA

Taking advantage of a delicate moment in Brazilian politics, especially on the São Paulo scene, I was approached by an investor who wanted to make one of the most iconic reinterpretations of the 2024 mayoral election, in which one of the participants pointed a carteira de trabalho, the Brazilian work card, at his opponent — a scene that came to be known as the exorcism, due to mutual provocations and references to another participant in the presidential elections (Pd. Kelmon). The mission was delivered, the scene was pointed out, and I developed the context not only for the launch of the piece, but for the whole concept of a brand that would serve as a base for this and future elections, as the client described it. Far from partisanship, since as a creator I identify strongly with epistemological anarchism, and as an applied social scientist and researcher I already note the shamelessness of the fragile party politics of Brazil, just as I distrust the ideals of its commodification, in this confused cosmogony of those who only aim to reach and spread their webs in power. In any case, the whole brand concept is aligned with the etymology of the term, with visual research that runs through the constitutions of the first reflections on Plato's political-philosophical concepts (The Republic); As Whitehead (Alfred North, 1861-1947) would say: "Contemporary Western philosophy is nothing but a footnote to Plato's text."