PITCH DECK IHC STUDIO
Neon Heart — International Franchise Pitch Deck
Created by Lucas Estevan Soares
CHAPTER 1 — The Original Feature Film
written and directed by
Lucas Estevan Soares
production company
IHC Studio
genre
Drama, Action
format
Feature Film
logline
After his father is murdered while delivering a musical message of love, a young man must navigate grief, guilt, and the brutal beauty of his community to preserve the legacy they built together.
1. short synopsis
Fernando works with his father delivering romantic messages given as gifts to people all over town on board a telegram service car called "Neon Heart". After a performance that ended in tragedy, Fernando's life changes completely and he embarks on a crazy journey in the name of love.
2. cultural positioning & prestige
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Neon Heart pioneered a new cinematic movement:
— The New Brazilian Popular Cinema
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Officially noted by critics during its presence in Cannes
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Blends realism, music, humor, violence, tenderness, and myth
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Urban, emotional, community-based storytelling
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A new language of Brazilian cinema — bold, authentic, hybrid
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Now ready for international expansion
3. emotional DNA
Father & son legacy
Love as healing
Trauma, guilt & redemption
Domestic violence as social truth
Community as chosen family
Music as emotional language
Dreams vs harsh reality
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The tender heartbeat inside violence
4. visual identity & tone
5. key characters
Fernando
wounded heart, sensitive, searching for purpose
Lau
father, emotional center, protector, legacy
Andressa
survivor of domestic violence, emotionally complex
Gomes
violent husband, corrupt military policeman
Dinho
best friend, conscience, humor
The Community
the soul of the film
CHAPTER 2 — Iconic IP Elements
6. the Boquelove: a commercial & emotional icon
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The Boquelove is not “a car” — it’s a brand identity
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A 1975 Ford Corcel covered in neon hearts and LED lights
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A mobile stage of love, music, and emotion
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Emotional anchor of the franchise
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Perfect for:
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merch
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toys / collectibles
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3D models
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events
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marketing
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experiential activations
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Instantly recognizable visual signature
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In the Korean adaptation, the symbolic role remains even if the car model changes
7. the musical message service (100% Brazilian Original IP)
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A real service that exists only in Brazil
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People hire a musician inside a decorated car to deliver songs of love
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Emotional, intimate, surprising
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No equivalent exists in Korea — pure originality
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A perfect narrative hook for adaptation
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Strong OST potential
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Viral short-form moments (“delivering messages of love”)
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Highly marketable for campaigns and branded events
8. commercial journey of the original film
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Strong cultural impact in Curitiba
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Multiple sold-out screenings
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Organic social media growth
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Fans posting reactions, crying, singing, quoting scenes
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The Boquelove became a local celebrity
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Critics in Cannes highlighted the film’s identity as a new genre
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Built-in fanbase ready for franchise expansion
9. brand, merch & franchise assets
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Boquelove (car brand, toy potential, visual identity)
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Mascot (Capivara → adaptable Korean symbol → plush, stickers, brand icon)
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Music & OST
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Apparel & streetwear
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Posters, neon visuals, graffiti elements
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Webtoons, animations, shorts
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Perfect for Korean merchandising culture
10. music & ost potential
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Music is the emotional backbone of the universe
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Each message is a custom-written emotional song
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Direct synergy with Korean OST culture
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Room for idols, ballads, indie artists
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Viral “musical message delivery” moments
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Streaming playlists + performance-driven episodes
original soundtrack & original soundscore
music videos
CHAPTER 3 — Franchise Expansion: Neon Heart X (the series)
11. series logline (Neon Heart X)
In the heart of Curitiba, the Boqueirão neighborhood lives under the brutal control of the Owl Heads, a private militia that uses violence to dominate the community. When Gomes, a dangerous former criminal, returns to reclaim power, the neighborhood’s resistance is reignited. Led by Fernando and his inseparable friend Dinho, marginalized residents unite their forces, transforming the legendary Boquelove (musical car) into a war machine. Between personal conflicts, painful losses, and epic battles, Fernando faces a final showdown not only against his enemies but also against the ghosts of his past. A story about resistance, grief, and the fight for freedom in the vibrant, oppressed streets of a wounded neighborhood.
12. series premisse (season 1)
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Fernando lives in Miami, broken and disconnected
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A tragedy involving Andressa’s new family (Rafael & Aurora) forces his return
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Curitiba is controlled by Adriano’s Security of the Street
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Gomes returns — older, crueler, more monstrous
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The Boquelove is found submerged
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Fernando rebuilds the car — physically and emotionally
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A community uprising begins
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Myth and reality fuse into a poetic rebellion
13. key characters (series)
Fernando
older, scarred, leader
Andressa
rebuilt woman, new family, new tragedy
Dinho
older, feelings of regret and revenge
Gomes
aged villain, mythic presence
Adriano
cold strategist, political power
Capivara
stylized mythic mascot: emotional + commercial
Neon Heart Universe
Community, Owl Heads + the supporting characters
14. series world & mythology
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Curitiba as neon battlefield
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Security of the Street → owl helmets, drones, corruption
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Boquelove 2.0 → war machine + emotional symbol
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Capivara → myth, mascot, protector
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Dreams / Jardim das Oliveiras → spiritual storytelling
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Community resistance → heart of Season 1
15. why this works as a premium series
Strong emotional arc
High action + high heart
Multi-character ensemble
Bold visual identity
Designed for multiple seasons
Unique hybrid: realism + surreal symbolism
Perfect for global streaming positioning
CHAPTER 4 — Korean adaptation & partnership
16. why this IP works in Korea
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Deep emotional storytelling
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Themes Korea loves: grief, redemption, family, community
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OST-driven narrative
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Anti-hero protagonist
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Neon urban identity aligns with Korean aesthetics
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Fresh original elements (especially the messaging car)
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Strong merch ecosystem
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Wide audience potential
17. adaptation philosophy
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Emotional core stays
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Cultural elements adapt freely
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No fixed remake script
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Collaborative co-development encouraged
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The symbol (Capivara) becomes a Korean cultural equivalent
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Car model adapts, but its meaning stays
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We prioritize Korean authenticity + storytelling rhythm
18. the mascot symbol (adaptable)
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Original: Capivara, iconic to Curitiba
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In the franchise: mythic, symbolic, commercial
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For Korea:
→ any meaningful local mascot
→ any symbolic creature
→ any commercially resonant icon
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The emotion stays; the symbol becomes Korean.
19. materials available
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Full feature film (completed)..................................................................................
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Film script.................................................................................................................
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Spin-off script (Neon Heart X)................................................................................
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Characters, arcs, worldbuilding drafts..................................................................
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Visual references.....................................................................................................
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Music themes...........................................................................................................
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BTS / photos / marketing assets............................................................................
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Full rights held by creator.......................................................................................
20. who is the creator?
Lucas Estevan Soares is the creative and strategic engine behind IHC — founder, director, and the primary intellectual force of the studio.
Born in Curitiba, he is one of the few filmmakers from Paraná to bring a feature film to the Cannes Film Festival, solidifying his presence among the new voices of contemporary Brazilian cinema.
At 21, he traveled across 27 countries making independent cinema and released Independent Roads (a collection of 7 shorts) in festivals and showcases across Europe, Africa, and Latin America — an experience that shaped his ability to create impactful work with minimal resources.
In 2012, he founded IHC in Curitiba; in 2017, opened a branch in Miami; in 2019, wrote, directed, and starred in his first feature (Neon Heart), released theatrically in 2023 and recognized in Cannes as an example of the New Brazilian Popular Cinema.
Lucas masters every stage of the audiovisual chain — writing, directing, producing, sound, editing, and score — and maintains active partnerships with exhibitors and technical partners (Dolby, Delarte, Cinemark). He is also an entrepreneur and industry investor: a rare case of someone who idealizes, structures, and delivers the complete vision of a studio.
