Behind the Scenes of the Title + @timediniz
Client: Fernando Diniz – Year: 2023
The perfect script came to life. Needing to overturn a 2–0 deficit against rivals Flamengo in the 2023 Campeonato Carioca final, Fluminense went into the decisive match at the Maracanã with Fernando Diniz’s trademark courage. And LIGA went with them—to document and produce a behind-the-scenes video that would show how this story was written and lived.
Through our lenses, and with Fluminense’s authorization, we documented the 4–1 victory, the euphoria of the title, and Fernando Diniz’s emotions alongside his family and friends, as well as the squad’s celebration. The result was one of the pieces of content we are most proud of.
🎥 @_angelomartins / @ligaagencia
We also aligned the production with a digital strategy to create the coach’s first-ever profile on a social media platform. With Instagram’s support, we were able to deactivate fake accounts impersonating the coach and, moments after the Carioca title was confirmed, we launched the @timediniz profile with a short, viral video that quickly reached 100,000 views.
The behind-the-scenes video, published days later, received wide coverage from the press and was featured across multiple TV programs, as well as on news websites and social media platforms.
