Forbes Used AI to Find the Face of Brazil's Massive Corporate Corruption

If white-collar crime had a face, what would it look like? Corruption exists everywhere there's money to be made, but some countries suffer worse than others. Brazil is in that group; corporate malfeasance is a multibillion-dollar business. And while it's hard to determine exactly how much cash-skimming costs the country, officers with Operaçao Lava Jato (Operation Car Wash)—a branch of Brazil's federal police charged with investigating the scale of corruption—estimate about $61 billion per year is lost. That's a lot of money. In fact, if it were all in the hands of one person, that person would rank 8th on Forbes' 2018 billionaire list. But of course, corruption can never be traced down to a single source. So who do you blame? Alongside Ogilvy, Forbes Brazil created the perfect scapegoat: Ric Brazil. [kickout id="2"] Ric Brazil is a fictional character whose features were composed using artificial intelligence, with help from tech companies Nexo and Notan. His face, features, consumption habits and even opinions are apparently a composite of numerous white-collar convicts from two notorious investigations in the country, Operation Car Wash and the Mensalão Scandal. Data was drawn from local media reports, statements, interviews and books. The project, which kicked off over eight months ago, is being curated by a journalist and a writer. The result is a grey-haired white chap in suit and tie. “The idea behind Mr. Ric Brazil is to put Brazilian corruption figures into perspective,"says Claudio Lima, chief creative officer of Ogilvy Brazil. "The Forbes List is a major tool to help understand a billionaire’s net worth. Therefore, showing that corruption can generate so large a fortune is the best way the magazine has to fight the issue." Forbes Brazil has positioned itself as a magazine that's as much about human values as financial value. Last year, it released a campaign that illustrated what its billionaires list would look like if top earners were women who suffered the "pink tax" of their gender. And since the release of its 2017 Brazilian billionaires edition, anyone on the list who is currently under investigation for corruption, racketeering, fraudulent capital flight or serious bribery offenses is now marked with a note describing the investigation. “Forbes wants to take a stand against corruption," says the magazine's CEO, Antonio Camarotti. "We thought of this campaign as a way not only to raise public awareness to the extent of the issue, but also to value honest business people—those who comply with their duties, pay taxes, and shun taxpayer’s money as a way to make a fortune. Someone who won’t let himself be lured into corruption practices." Ric Brazil, who'd be one of the most powerful figures in the country if he truly existed (and in a way, he does), will debut in the magazine's April 16 edition. CREDITS Agency: Ogilvy Brazil Title: Ric Brazil Client: Forbes Brazil Magazine CEO Ogilvy Group Brazil: Fernando Musa Chief Creative Officer: Claudio Lima ECD: Félix del Valle Creative Director: Eduardo Doss, Guiga Giacomo Art Director: Paulo Engler Copywriter: Mariana Albuquerque Planning: Daniel De Tomazo Operations Director: Daniel Martins Project Director: Priscilla Saikai Project Manning: Beto Campos UXD: Flávia Goulart, Caroline Salles, Alexander Schevtschenko Producer: Patricia Silveira Media: Paulo Ferreira Account: Juliana Fernandes Video editor: Deydson Rocha Motion Design: Thiago Bancaro, Marina Carrijo Consulting (journalist): Regiane de Oliveira Client Approval: Antonio Camarotti Production House: Trator Filmes Director: Vinicius Colé Executive Director: Gabriela Lemos e Armando Ruivo Photography: Vinicius Colé Producer: Eduardo Saraiva Sound Producer: Evil Twin Music: Andre Faria, Murilo Faria, Andre Faria, Murilo Faria e Yuri Chix Technology: Nexo Team: Luiz Carvalho, Diego Figueredo, Ariane Camilla, Juliana Marques Post Production: Stratostorm 3D: Alan Prado Motion Designer: Kaio Cruz Compositor: Igor Sacilotto Image: Estúdio Notan CGI: Marcos Sampaio

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Forbes Used AI to Find the Face of Brazil's Massive Corporate Corruption

'Ric Brazil' would be No. 8 on this year's Billionaire List

Angela Natividad

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Angela Natividad