Reforestation from the sky
Case Study: International Trade Centre
Photo: Helder Tavares/ITC/Fairpicture
Brief
Fairpicture and the International Trade Centre (ITC) have a long-standing partnership. For years, they have been working together on impactful multimedia projects that highlight social and environmental initiatives around the world. The current project in Pindamonhangaba, São Paulo, Brazil, was designed to draw attention to Ceres Seeding, a local company that uses drones and sustainable methods to restore degraded land. The feature focuses on founder Fernando De Lucca Moreno, whose innovative approach combines technology and ecological restoration to reforest vast areas of Brazil. The story aims not only to showcase Ceres Seeding's unique solutions, but also to emphasize the human aspect of environmental change told through Fernando's personal journey.
The deliverables include a 2-minute mini-documentary in full HD with transcripts, translations and 15 horizontal photos capturing key aspects of the project, such as drone deployments, portraits of the co-founders and the seed coating process. The creative work was led by Fairpicture photographer and videographer Helder Tavares. Helder is known for his refined ability to capture authentic and impactful stories, combining technique with sensibility to create images that are both compelling and memorable.
Client
International Trade Centre (ITC)
Visual Creator
Helder Tavares
Theme
Reforestation and Green Competitiveness
Locations
Pindamonhangaba, Brazil
Date
September 2024
Fernando de Lucca, co-founder of the reforestation company Ceres Seeding, 26 years old, work alongside with his partners, Bruno (left) and Lucas (right) with one of their self-developed drone for efficient reforestation.
Photo: Helder Tavares/ITC/Fairpicture
Context
Ceres Seeding was founded to address Brazil's massive challenge of land degradation, which affects billions of hectares. The company uses innovative technology to enable large-scale reforestation, employing drones to plant seeds across degraded areas. Co-founder Fernando De Lucca Moreno, inspired by his social entrepreneurship experiences during university, combined efforts with two engineering friends to create a sustainable solution. Their autonomous drones are specially designed to handle Brazil's diverse native species, coating seeds with organic materials to improve germination and soil recovery in the harshest conditions.
The company operates from a farm in Pindamonhangaba, São Paulo, surrounded by nature, which provides an ideal environment for ongoing innovation. The Brazilian government’s reforestation targets and the urgency of combating climate change drive Ceres Seeding’s mission. By combining technology with environmental restoration, the startup aims to plant 10,000 hectares by 2030. Their approach has attracted significant attention, leading to partnerships and recognition, such as Fernando's selection as a finalist in the International Trade Centre's Ye! Youth Ecopreneur Awards 2024.
Photos of deforested areas in Pindamonhangaba, the region where Ceres Seeding is active in efficient reforestation.
Photo: Helder Tavares/ITC/Fairpicture
Fernando poses in a portrait holding seedlings of native Brazilian species.
Photo: Helder Tavares/ITC/Fairpicture
Reforestation from the sky: Ceres Seeding from Brazil
What do you get when you pair technological innovation with business, adding a dash of social impact and topping it with environmental sustainability? A profitable project that can change lives. Meet Fernando De Lucca Moreno, the 26-year-old ecopreneur and co-founder of Ceres Seeding from Brazil.
Video: Helder Tavares/ITC/Fairpicture
Photo: Helder Tavares/ITC/Fairpicture
I was very impressed by Helder’s professionalism. He understood right away what I was looking for and gave the visual materials his own artistic twist, which was very fitting to the story overall.
Evelyn Seltier
Editorial Manager, ITC
Photo of seeds used to replant deforested areas in the region of Pindamonhangaba.
Photo: Helder Tavares/ITC/Fairpicture
Telling stories like Fernando's is essential to highlight initiatives that are truly helping to save our planet. I feel incredibly honored to showcase young people so committed to such an urgent and important cause for the future of Earth.
Helder Tavares
Fairpicture Visual Creator
Photo: Helder Tavares/ITC/Fairpicture
Outcome
The project outcome included a 2-minute documentary and 15 high-quality photos, effectively capturing Ceres Seeding's pioneering approach to reforestation. Shortly after, the International Trade Centre (ITC) featured the deliverables with a compelling story on its website, maximizing the impact of the visual content.
The client praised Helder' work on the video for its artistic quality and the photographs for their strong adherence to the brief. This successful project further solidified the already established foundation between ITC and Fairpicture, demonstrating once again the value of their ongoing collaboration.
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