MTV is known by its social campaigns. In 2012 they asked us to make a campaign to promote safe-sex and prevent AIDS and STD’s. In Brazil in the last 2 years, we had more than 40,000 new cases of AIDS.

First, we thought of a stupid concept: there’s no sex in heaven. Second, we thought it’s so stupid and true, that it can work. We just had to create some cool penis illustration doing boring stuff in heaven. So that was the second challenge: how to create a penis that’s not disgusting, pornographic or aggressive?

It was one of the most important goals in MTV communication’s this year.