CCXP's Round 2 film campaign launched in Brazil in December 2017, packing 60 pop culture references into a single short film that won Bronze at El Ojo de
ARCHIVECCXP Round 2 Brought Pop Culture Battle to Brazilian Screens
CCXP Round 2 is a 2017 Behance.clapboard.com/blog/producing/development/film-pre-production-steps">Brazilian film campaign created by agency Be-it for Comic Con Experience, in which two characters engage in a geek battle structured around approximately 60 references to popular culture spanning the 1980s through the contemporary era, making it the first short-film campaign in CCXP's festival advertising history, according to En Wikipedia.
Published in Brazil in December 2017, Round 2 arrived at a moment when CCXP had already established itself as Latin America's dominant fan-culture convention. The event first launched in São Paulo in December 2014, created by Omelete in partnership with Piziitoys and Chiaroscuro Studios, according to Clapboard's lineage research, bringing the Comic-Con format to Brazil and combining comics, collectibles, entertainment, and fan culture under one roof. By 2017, the event had grown into a cultural institution, and the marketing challenge was no longer awareness but emotional escalation — convincing a passionate, highly literate audience that the experience warranted another visit. Round 2 answered that challenge by speaking entirely in the language of its audience: dense, layered, obsessive pop culture fluency.
The campaign consists of a single film asset classified within the Recreation and Leisure category, a creative decision that concentrated all narrative energy into one compressed, high-density execution, according to Il-Macchiato. In Brazil, where fan communities around genre fiction, comics, and gaming had grown substantially through the 2010s, this format aligned precisely with an audience that rewards effort and encyclopaedic knowledge. Round 2 did not explain CCXP. It performed CCXP — translating the sensory and competitive joy of fan culture into a narrative encounter that mirrored the experience of attending the festival itself.
CCXP entered 2017 operating in a recreational and leisure landscape that rewarded cultural specificity over mass appeal. The event's core audience — Brazilian fans of comics, science fiction, fantasy, gaming, and collectibles — expected brands to demonstrate genuine fluency rather than borrowed aesthetics. Round 2 was constructed around that expectation.
The strategic premise of the campaign was inversion: rather than showcasing the festival's scale or lineup, Be-it built a narrative around two characters whose competitive knowledge of popular culture served as a proxy for the CCXP experience itself. The approximately 60 references embedded in the film, spanning from the 1980s through to the present day, functioned as a loyalty signal. Audiences who recognised the references felt seen; those who did not were motivated to deepen their own engagement — precisely the dynamic CCXP sought to sustain between editions.
Competitively, CCXP's positioning in the Brazilian market distinguished it from regional events such as Brasil Game Show, which concentrates on gaming, and Anime Friends, which targets anime and manga communities specifically. CCXP's proposition was pan-genre, making the Round 2 strategy — a battle drawing from across decades and franchises — a direct expression of the event's competitive differentiation. According to Clapboard's market research, global branded-entertainment revenue reached significant scale in 2017, and global event marketing grew year over year during the same period, reflecting an environment in which experiential properties commanded increasing investment from brand partners. In Brazil, where fan conventions had grown meaningfully since 2014, Round 2 positioned CCXP as the apex property in an expanding Recreation and Leisure category.
Round 2 deploys its single film asset as a self-contained narrative universe, structured as a battle between two characters whose dialogue, gestures, and visual references collectively constitute an archive of popular culture.
The film's creative architecture depends entirely on density and precision. Approximately 60 references to popular culture — drawn from across the 1980s, 1990s, 2000s, and the contemporary period — are embedded within what is formally a two-character confrontation. Each reference is a deliberate editorial choice, sequenced and timed so that the accumulation produces momentum rather than noise. This kind of referential layering requires not only cultural knowledge but structural discipline: the film must remain coherent as a story while operating simultaneously as a catalogue. The creative team at Be-it achieved both.
According to Clapboard's awards research, Round 2 was retrospectively identified in a 2019 Macchiato article as CCXP's starting point for producing short films, a designation that frames the campaign not merely as an advertisement but as a creative inflection point in the event's communication history, according to Lol Fandom. That framing is consistent with the film's formal ambition: it operates closer to short fiction than to promotional content, using narrative tension — the outcome of the geek battle — as the mechanism for audience investment.
Production credits for Round 2 identify Roberto Fabri, Claudio Villa, and Rafael Barreiros as key contributors to the campaign, as documented in Clapboard's archive, according to Ccxp Com Br. Their involvement in a film of this referential complexity reflects the creative seriousness with which Be-it approached the brief. The result is a campaign that earns repeated viewing — each watch potentially surfacing references missed on the first pass — a durability that extends far beyond the typical lifecycle of a single festival promotion.
ARCHIVERound 2 won a Bronze award at the 21st El Ojo de Iberoamérica festival, according to Clapboard's awards research. El Ojo de Iberoamérica is one of the most significant creative awards festivals recognising advertising work produced across Latin America and the Iberian Peninsula, and Bronze recognition in the Media and Entertainment category affirms the campaign's creative standing within that competitive context.
No verified performance data for Round 2 — including view counts, audience reach, ticket sales lift, or brand-sentiment metrics — is publicly available at the time of this analysis. What the structural evidence does confirm is that the campaign achieved something durable: it was identified as CCXP's first short-film campaign and recognised by a 2019 Macchiato article as the starting point for the event's subsequent short-film communications, according to Clapboard's research. That institutional legacy is a form of measurable impact, even in the absence of quantified commercial results.
The decision to concentrate the entire campaign into a single film asset was itself a strategic result — a proof of concept that depth of cultural engagement could substitute for breadth of media spend. In the Recreation and Leisure category in Brazil, where CCXP competed for the attention of an audience that actively resists conventional advertising, Round 2 demonstrated that narrative complexity and cultural specificity are viable performance mechanisms.
Clapboard rates Round 2 a score of 78 out of 100, reflecting strong creative ambition, award-validated craft, and a structurally coherent strategy, offset by the absence of publicly verifiable audience or commercial performance data.
Round 2 is a 2017 short film created by agency Be-it for CCXP in Brazil. The film depicts a geek battle between two characters built around approximately 60 popular culture references spanning the 1980s to the present, making it the first short-film campaign in CCXP's advertising history, according to Clapboard's research.
Round 2 won a Bronze award at the 21st El Ojo de Iberoamérica festival, according to Clapboard's awards documentation. El Ojo de Iberoamérica is a leading creative recognition platform for advertising produced across Latin America and the Iberian Peninsula, making this award a significant benchmark for Brazilian entertainment advertising in 2017.
Round 2 was created by agency Be-it for CCXP and published in Brazil in December 2017. Clapboard's archive identifies Roberto Fabri, Claudio Villa, and Rafael Barreiros as key production contributors to the campaign, which is classified in the Recreation and Leisure category and comprises a single film asset.
Round 2 contains approximately 60 references to popular culture, according to Clapboard's research. These references span from the 1980s through to the contemporary period and are embedded within a two-character geek battle narrative, giving the film both replay value and a layered quality that rewards audience familiarity with genre entertainment.
Round 2 is recognised as CCXP's first short-film campaign, according to Clapboard's research citing a 2019 Macchiato article. This distinction positions the 2017 film as a creative inflection point in how CCXP communicates with its Brazilian fan audience, establishing narrative short-film formats as a viable and award-recognised approach for the event's future advertising.
Clapboard rates Round 2 a score of 78 out of 100. The rating reflects strong creative ambition, a structurally coherent strategy, and Bronze recognition at the 21st El Ojo de Iberoamérica festival, moderated by the absence of publicly available audience or commercial performance data for this Brazil-market campaign, according to Clapboard's editorial evaluation.
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