Broot is a project promoted and coordinated by ASSIMAGRA - the Portuguese Association of Marbles, Granites and Related Branches, with the purpose of enhancing the strong heritage of Portuguese natural stone and boosting the national industry through a collection of original design pieces.

More than a project that encourages dialogue between different Portuguese materials, Broot is a tribute to the delicacy and fertility of what emerges from the earth. It celebrates stone as a fertile raw material and one of the natural elements that best represents human evolution, reinterpreted through a dialogue with other materials.

In its purest form, Broot is an ode to natural raw materials that rise from the earth to become works of design through the strength, knowledge, and talent of those who shape them.

I was involved in shaping the project’s communication approach, contributing to the development of the brand strategy, brand creation, and content strategy, as well as the creation of content to communicate the project’s vision, values and process. We took on the challenge of producing visual and narrative content for an emerging project that explores the dialogue between Portuguese natural stone and other traditional materials, in collaboration with different artists.

The content was filmed and photographed across multiple locations in Portugal, from quarries and factories to open landscapes,capturing both the origin of the materials and the hands that transform them.

More here: broot.pt