The Creative Journey of Softrock: The Iconic Piece of the Deeply x Scalpers Collaboration
In 2020, Softrock was born, a project that marked the meeting of the creativity of Carolina Parrinha, creative director and project manager, and the artistic talent of her father, João Parrinha. Together, they embarked on a journey to reinvent an experience that had been created for the scenography of an advertising campaign. What started organically quickly transformed into something amazing, thanks to the surprisingly realistic results they achieved.
From the moment they began sharing their creations, they received enthusiastic feedback from people around them, which spurred them on to carry the project forward.
A Father-Daughter Partnership
The two pillars of Softrock are Carolina Parrinha and João Parrinha. While Carolina plays the role of creative director and project manager, João is the artist behind the production of the pieces. This unique partnership between father and daughter brings a combination of visions and skills that enrich each creation of Softrock.
From Reality to Fiction
All of Softrock's creations start from real references of rocky environments. These references provide the basis for the imagination and construction of the pieces that inhabit Softrock's fictional world. The development and creation process involves constant collaboration between clients and Softrock's vision, resulting in final pieces that challenge our perception of what is real or not.
The Collaboration with Deeply and Scalpers
One of Softrock's most challenging projects was the collaboration with Deeply, in partnership with Scalpers. In this project, the Softrock team questioned gravity through the created elements, portraying the lightness and organic nature of various elements. The final result captures the essence of Softrock: the ability to transcend the boundaries of reality through art and imagination.
Softrock continues to evolve and surprise with its unique and inspiring creations, always challenging the thin line between art and reality. It's an exciting journey that invites us to question what is possible when creativity and collaboration come together.
