Nego Bala was born and raised in Boca do Lixo, São Paulo, an area with very limited opportunities.
Growing up on the streets, he was drawn into a life of crime, but eventually found freedom through music. Half of the tracks on his album Da Boca do Lixo were composed while he was incarcerated, between the ages of 11 and 19. Despite the darkness of those years, his dream of releasing a full album kept his hope alive for a better future.
At age 23, Nego Bala aimed to release his debut album alongside a short film, and that’s where AKQA came in.
![]()
IDEA
Never stop dreaming.
Repeating the same partnership responsible for the success of Bluesman, for the rapper Baco Exu do Blues, winner of the first Brazilian Grand Prix at Cannes Lion for Entertainment for Music in 2019, AKQA Coala.Lab crafted a variety of formats to help Nego Bala’s message come to life and reach more people.
The short film is based on Nego Bala’s life, who, at age 11, wrote the lyrics for the song Sonho (Dream) during his first time at a juvenile detention centre.
With a deep sensitivity that transforms tragedy into poetry, the film aims to inspire others to keep dreaming, no matter how tough the circumstances. It also serves as a powerful reminder that talent can emerge from anywhere—what’s missing is equal access to opportunity.
Growing up on the streets, he was drawn into a life of crime, but eventually found freedom through music. Half of the tracks on his album Da Boca do Lixo were composed while he was incarcerated, between the ages of 11 and 19. Despite the darkness of those years, his dream of releasing a full album kept his hope alive for a better future.
At age 23, Nego Bala aimed to release his debut album alongside a short film, and that’s where AKQA came in.
IDEA
Never stop dreaming.
Repeating the same partnership responsible for the success of Bluesman, for the rapper Baco Exu do Blues, winner of the first Brazilian Grand Prix at Cannes Lion for Entertainment for Music in 2019, AKQA Coala.Lab crafted a variety of formats to help Nego Bala’s message come to life and reach more people.
The short film is based on Nego Bala’s life, who, at age 11, wrote the lyrics for the song Sonho (Dream) during his first time at a juvenile detention centre.
With a deep sensitivity that transforms tragedy into poetry, the film aims to inspire others to keep dreaming, no matter how tough the circumstances. It also serves as a powerful reminder that talent can emerge from anywhere—what’s missing is equal access to opportunity.
IMPACT
The work received the highest honour of a Grand Clio within the Music Marketing, Film and Video category.
“No matter where you are, you have to fight and never stop dreaming. This is the message I want to send to my community with this record.”
Nego Bala
Nego Bala