'Paint the Streets' Gabriel Jesus Mural - Iain Robson

— adidas Football
Gabriel Jesus 'Paint the Streets'
2018 World Cup social content

— Creative Lead
Iris Worldwide

RobsonUnited_GabrielJesusMural_GS2014_2020-1

Just four years ago, Gabriel Jesus painted the streets of Jardim Peri to celebrate the Seleção. For the 2018 Fifa World Cup, we painted those same streets to celebrate him.

Working for Iris Worldwide and adidas Football I went to São Paulo to plan and direct the painting of the mural and then oversee the shooting of a film that was released on @adidasfootball during the World Cup.

The Film

Filmed in Jardim Peri and Manchester. Directed by Julian Duque. Released on @adidasfootball.

The Mural

'Alô Mãe'—the signature pose from Gabriel combined with a simple statement: 'From the streets of Peri to the World Cup'. Painted by Artbox from central São Paulo with support from the community of Jardim Peri. Talent and access negotiated by Luan Cardoso from Natalata.

All photos by Victor Moriyama.

Jardim Peri

It’s hard to describe all that I learnt in Peri, a community seemingly abandoned to self-governance on the very north edge of a city of extreme wealth. We didn’t know how we would be received but it quickly became apparent the community supported what we were doing which meant the local guns hired to keep us safe were stood down.

It’s hard to describe all that I learnt in Peri, a community seemly abandoned to self-governance on the very north edge of a city of extreme wealth. We didn’t know how we would be received but it quickly became apparent the community supported what we were doing which meant the local guns hired to keep us safe were stood down.

This was no normal job. Dog bites, killer kites, a state of emergency and literally filming at gunpoint. Massive thanks and respect to Julian, Luan, and Marzinho for making this happen — and to Jardim Peri for being such gracious hosts. Thank you also to @adidasfootball for trusting us on such a long leash.