NETFLIX | WEDNESDAY MINHOCÃO MURAL | SEASON 02 LAUNCH CAMPAIGN

Wednesday at Minhocão – Overpass Beach? Truly Fascinating
The challenge: create something unapologetically Wednesday, ironic, sharp, and culturally synced with São Paulo.

The spark came from a personal habit: spending weekends at “Parque Minhocão,” where outdoor sports and sunshine happen on a closed viaduct, surrounded by concrete instead of grass. Over the years, this peculiar urban space became an open-air art gallery, with dozens of giant murals.
Our idea? Join the gallery with a silent, tongue-in-cheek piece: Wednesday’s silhouette alongside the line “Overpass Beach? Truly Fascinating.” No logos, no brand shoutouts. The artwork was created by local muralist Aline Bispo, well-known in the area.

Then came the twist: the city ordered it painted over, a questionable decision given that other branded murals remained untouched. The result? Massive media coverage across news portals and papers.

Intended as a tribute to São Paulo’s urban culture, the piece also gave Wednesday the chance to do what she does best: make an entrance that nobody forgets.