BEC – Brazilian Emotional Corpus | 1900-Present
Real-world emotional dynamics under socio-economic pressure
Marcelo Cesar Peixoto Diniz | Assertiva – Publicidades e Desenvolvimento Cultural Ltda.

Contents

Part I. Project proposal and research program
Part II. Presentation 1 – Brazil: body and soul of a unique people
Part III. Presentation 2 – Jersey 10 | Sports Intelligence

Proposal status

Submitted for discussion. No partnership, funding, club participation or OpenAI endorsement is implied. Field activities and any AI use remain subject to agreed scope, permissions and contracts. Commercial figures are proposed terms, not an independent valuation. A consolidated budget covering all supporting professionals and suppliers is to accompany the proposal separately.

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1.⁠ ⁠WHAT WE ARE BUILDING

We are building a body of data designed to investigate human emotions and behavior in real-world situations involving joy and sadness, hopes and disappointments, losses and achievements, apparently calm moments and situations of extreme emotional intensity.

The project combines historical material with newly collected observations, interviews, audiovisual records and structured research. Our objective is not simply to record what people say they feel.

We want to examine the relationship between:

• what people expect;
• what they experience;
• what they say they feel;
• what they actually do;
• ⁠how their experience is remembered later;
• and how they reinterpret that experience when confronted with a record of what happened.

The project therefore combines individual and collective dimensions of human emotion.

• Dreams being fulfilled.
• Dreams being achieved.
• Dreams being broken.

2.⁠ ⁠THE BRAZILIAN EMOTIONAL CORPUS

The central narrative of the project is: BEC – Brazilian Emotional Corpus – 1900-Present.

The original corpus encompasses more than a century in the life of a Brazilian family, from grandparents to grandchildren, including sensitive experiences involving losses, achievements, expectations, disappointments and transformations over time.

It is conceived as a: longitudinal emotional-behavioral dataset combined with a broader social narrative: real-world emotional dynamics under socio-economic pressure.
The historical corpus is complemented by new field research designed to observe emotions and behavior as they occur in real situations.
The current field phase focuses on particularly rich Brazilian environments in which individual and collective emotions become highly visible.

3.⁠ ⁠WHY BRAZIL

Brazil provides an unusual environment for observing the interaction between individual emotions and collective experience.

The current phase focuses on:

New Year’s Eve

Particularly the celebration on Copacabana Beach, where large crowds gather to celebrate the arrival of a new year, watch the fireworks, renew their hopes and promises, and wish for better days.

Carnival – the samba school workshop

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Club scope clarification

The pilot was originally developed for América-MG. Botafogo is mentioned in the sports presentation as a possible alternative; no club change or participation has been confirmed. The sports pilot is outside the current operational budget.

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PART II | PRESENTATION 1

Brazil – Body and Soul of a Unique People
English text version of the presentation

New Year’s Eve

• A celebration of hope.
• Joy and prayers for peace, love, a better family life and successful business.

Carnival

• Collective emotion, preparation and performance.
• Hard work in the samba-school workshop, with the ambition of becoming the champion.
• Rehearsals filled with joy and a shared pursuit of perfection.

Street Carnival

• Spontaneity emerges from communities and spreads to organizers, dancers and participants performing for the crowd.
• Street Carnival groups may continue celebrating for up to a week after Carnival.

The América-MG pilot

In project-development conversations, ChatGPT described the concept as “human emotional infrastructure for AI.” This was conversational feedback, not a formal OpenAI assessment or approval. The proposed working title is: Real-World Emotional Decision Dataset Under Competitive Stress.

We propose recording a player’s sound and images before, during and after a match, subject to the necessary permissions.

From New Year’s Eve to football, our company develops the setting, access to human experience and production infrastructure.

We would like to develop the AI and analytical layer with OpenAI.

• Brazil through some of its most emblematic expressions
• BEC – Brazilian Emotional Corpus – 1900-Present: more than a century portrayed through the life, emotions, losses and victories of a family.
• Contemporary human behavior under emotional intensity, documented in real situations: New Year’s Eve, Carnival and football.

Potential extensions: other sports and other cultural expressions. Together, these form a family of datasets rather than a single isolated project.

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PART III | PRESENTATION 2

• Jersey 10 | Sports Intelligence
• PIES – Sports Emotional
• Intelligence Platform

Origins

These ideas were explored in conversations with ChatGPT in March 2026. We considered the feedback promising and are presenting an improved version. This does not constitute approval by OpenAI. The project began with the book AI Wears the Camisa 10 | Brazil, which compares the skills of the outstanding players of Brazil’s 1970 national team with AI capabilities and their potential contribution to Brazil’s development. Copyright MCPD / 2026.

Originally called “the América pilot”

I developed a pilot to study a football player’s reactions on and off the field in real time: sound and images, reactions to victory and defeat, and pressure from teammates, club management and supporters. The pilot was originally conceived for América Futebol Clube in Belo Horizonte. A larger club, such as Botafogo, is now being considered as a possible alternative, subject to agreement and authorization.

Why this project?

Our strategic premise is that, as AI capabilities become more widely available, a better understanding of human emotion could provide a meaningful competitive advantage.

Concept and AI literacy

In project-development conversations, ChatGPT described the idea as “human emotional infrastructure for AI” and suggested the working title Real-World Emotional Decision Dataset Under Competitive Stress.

These suggestions are not institutional endorsements.
AI literacy means being able to supervise the machine, examine its biases and integrate its results into a broader strategic vision.

What the pilot should deliver
Positioning: a real-world dataset of human behavior under high emotional and competitive pressure.

Areas for exploration: behavioral modeling, emotion-to-action mapping and potential predictive performance patterns. Predictive value would require subsequent validation.

Goal: map how emotions relate to performance, decision-making and resilience among professional athletes under high competitive pressure, incorporating social and psychological context.

Collection

• Before matches: emotional state, expectations and perceived pressure.
• During matches: authorized audiovisual observations and contextual records.
• After matches: frustration or euphoria, key decisions and emotional self-awareness.

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Expected outcomes

• Emotional patterns under pressure from the game, teammates, coaching staff, club management, supporters, opponents, media and league standings.
• Analysis of the relationship between emotion and performance, and a structured human narrative.
• A foundation for research into emotional understanding by AI in sport. Observed behavior and self-reported emotion should remain distinct.

Phase 1 – Produce a pilot

Produce one pilot as a sample for evaluation by AI companies.
2027: potentially scale to ten pilots involving different teams, subject to the initial evaluation, funding and permissions.

Project leadership

Marcelo Cesar Peixoto Diniz – creator and executive director of the Halley Project, in association with Rede Globo.

According to the project’s professional record: 53 licensed companies; total sales of US$10 million; an option agreement with Marvel and a licensing letter of intent from Warner.

Further information

https://marcelocpdiniz.com – see The Halleys.

PIES team

Executive direction: Marcelo Diniz.

Audiovisual production: Peppercine / Antonio Accioly, director of the Clube de Criação do Rio de Janeiro.

Professional credentials supplied for this proposal include four MTV Awards with Brazilian artists; gold, silver and bronze at the 2026 New York Festivals for TV Globo productions; and a silver Telly Award for TV Globo.

Research and psychology: Andrea Batista, a psychologist specializing in sport and athletes’ behavior.

Psychology and social psychology supervision: Nathalia Quintiliano.

Phase 2 – What comes next

PIES proposes collaborating with an AI company and a television broadcaster to document, in real time, the emotional experiences of players, supporters, club officials and other people involved in a football competition.

A possible application is the FIFA Women’s World Cup in Brazil in 2027, subject to the relevant rights, access and agreements.
Integration: PIES / television / AI / Assertiva

The proposed collaboration aims to strengthen visibility and credibility in sport.

AI companies could transform data into insights, personalize experiences and develop value metrics for sponsors.

Potential sponsors, for prospecting only: Mercado Livre, Amazon, digital banks and sports brands such as Nike and Adidas seeking direct engagement with fans.

PIES contributes sports expertise, a human perspective, behind-the-scenes access, exclusive analysis and relationships with athletes, clubs, supporters and officials.

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We intend to bring personal contacts, produce interviews and live coverage, and tell emotional stories that current coverage rarely reveals.

The request

We request consideration and contracting for the first pilot.
We are prepared to meet the compliance requirements agreed for the engagement.

If the pilot is approved and commissioned, additional pilots could follow, since each player has an individual emotional experience.