Jaqueline: When was the agency 40 Graus established and what is its background?

Sergio: We began in 2004 with a great start: a photo for Vogue Magazine by Vicente de Paulo. In a short time we made many campaigns for brands like Gucci, Calvin Klein and Versace and have built many international careers for models such as João Vellutini, Marina de Paula, Thyago Alves, Graziela Alves, Guisela Rhein, Felipe Hulse, Romulo Arantes Neto y Brenda Costa…

Jaqueline: How many models do you currently have on your books?

Sergio: 200 models

Jaqueline: How important is it to be international?

Sergio: The models that have an international career and are successful abroad have much more value here in Brazil. They also become more visible and their caches get most valued.

40 Graus model - Brenda Costa

Name: Brenda Costa
Age: 27
From: Rio de Janeiro
Resides: London
Discovered: Participated in one of Sergio’s workshops when she was 13
Sets her apart: She has a very Brazilian face, is brunette and has an amazing body
Biggest campaign: Shalimar fragrance, by Guerlain

Jaqueline: What are the trends for modeling in Rio de Janeiro?

Sergio: In general, we have a very commercial market based in lots of advertisement, TV and movies, but as we have the “Cidade Maravilhosa” (“Wonderful City”) as a location, we end up making many editorials and international catalogues.

Jaqueline: What makes you different and how do you stand out in the Rio de Janeiro market or even in the Brazilian market?

Sergio: Rio is known by being a city with more stripped models, not so skinny and fashion as São Paulo’s models. Our professionals are successful with Mario Testino, Michael Robert and other foreign photographers for international magazines who always come here to make their photo sessions.

Jaqueline: What is the difference between being an agency at Rio de Janeiro`s market and at São Paulo’s?

Sergio: The market in Rio is more commercial and in São Paulo is more fashion.

40 Graus model - Felipe Hulse

Name: Felipe Hulse
Age: 28
Resides: Florianopolis, Santa Catarina State, Brazil
Discovered: In the audience of Sergio’s band “Casting” concert
Sets him apart: Man`s face and athletic body
Biggest Campaign: Campari`s campaign with Jessica Alba by Mario Testino

Jaqueline: How do you find models, especially new faces?

Sergio: On the street, on the beach, at the parties I promote. I also make many scouting trips and receive several new faces via our web site.

Jaqueline: How do you attract new clients?

Sergio: We always attract new customers by showing our casting via mailing, internet, Facebook, Twitter and all these modern tools.

Jaqueline: How important is the Internet now in terms of how you do business and find talent?

Sergio: Extremely important! We have already found talents via Facebook and Orkut (a social network very famous in Brazil, such as Facebook globally). We also have made many contacts with customers using Internet.

40 Graus new face - Marianna di Britto

Name: Marianna Di Britto
Age: 17
Resides: Araruama, Rio de Janeiro State, Brazil
Discovered: At a workshop
Sets her apart: Classic beauty
Biggest campaign: Shiseido

Jaqueline: How has technology changed the way you work?

Sergio: Everything goes faster and smoother with the Internet. I clearly remember that when I was booker at Elite (a Brazilian agency) I even did not use the computer; I used to write all the information on my notebook. Nowadays, things flow easily.

40 Graus new face - Raphael Lacchine

Name: Raphael Lacchine
Age: 20
Resides: Santo Antonio de Padua, Rio de Janeiro State, Brazil
Discovered: A scouter sent us some photos of him
Sets him apart: Very expressive blue eyes and a perfect body
Biggest campaign: Diesel and Adidas

Jaqueline: To what do you attribute your success?

Sergio: I am sure that my success comes from my 22 years of experience. I also think it is related with the fact that my agency has a big number of models and potential customers. I have always being completely dedicated to my work and really love doing what I do.