São Paulo, June 2026 – In the year it celebrates eight decades of history, the Dorina Nowill Foundation for the Blind launches an impactful campaign that breaks away from the obvious. Created by Lola\TBWA and produced by Bicycle, directed by Jones and co-directed by Wudd, the film proposes an inversion of perspective. The core focus is not the visual impairment itself, but society’s inability to “see” these individuals as whole people filled with desires and life experiences.
Founded in 1946 by educator Dorina de Gouvêa Nowill, the Dorina Nowill Foundation for the Blind is a benchmark for the inclusion of blind and low-vision individuals in Brazil. To celebrate, its 80th-anniversary festivities include a series of initiatives throughout the year, such as exhibitions, the reopening of the Memory Center, the creation of an Inclusive Library, and a campaign featuring a film and commemorative visual identity materials.
“Celebrating the 80th anniversary of the Dorina Foundation means honoring a historical legacy of emancipation and access to reading, but, above all, it means opening the doors to a new strategic cycle. We want to broaden society’s perspective on visual impairment and reinforce that inclusion requires recognizing differences and ensuring full autonomy. This campaign is an invitation to see beyond stereotypes: blind or low-vision people study, work, love, consume culture, and deserve to occupy all spaces. More than inclusion on paper, we seek independence and dignity in practice,” comments Alexandre Munck, Executive Superintendent of the Dorina Nowill Foundation for the Blind.
The film, which is part of the celebration, features a series of characters in everyday and aspirational situations, such as a surfer, a pregnant woman, a writer, a couple at a party, and a musician. The campaign’s goal is to show that visually impaired individuals occupy the city, consume culture, love, and have ambitions. The invisibility portrayed is not physical, but social. The campaign is a milestone celebrating the legacy of the Dorina Foundation, bringing a necessary provocation to break behavioral barriers and reinforce the institution’s goal: to make society see the person before the disability, highlighting that this audience also moves around, consumes, and desires equality, not condescension.
To deliver the density and sensitivity that the theme demands, director Jones chose to shoot entirely in black and white. Mixing digital with 16mm film, the commercial brings an organic texture and depth that harks back to classic cinema. “The narrative seeks humanity, and black and white allows for a deep artistic expression. The film is about touch, light, and the real presence of these characters who are often not seen by society. Not just visually impaired individuals, but anyone who is different, whom society often struggles to see,” states director Jones.
