Duda Mendonça

Mendonça helped reshape Lula's television presentation in Brazil's 2002 election, using family and biographical material alongside a carefully prepared public appearance. A contemporary account names the styling specialists and composer Péri Cordeiro involved. It also distinguishes Lula's political evolution from the advertising work. That separation makes this a better case study of campaign image-making than the claim that a makeover, by itself, elected a president.