Can not flash the Firmware

[SunboX]

Hi, I build a Midi Interruptor V1.2 (acually I build two, because I thought I have a hardware issue).

But it seems I can not program it. What are the steps to program it? Do I need to flash the memory.hex or the firmware.hex first?
I'm always getting this error:

Failed to program device
Selected device and target: memory mismatch.

greetings,
André

[SunboX]

same issue, if I try to power it externally:

trying to program it, the red led flashes one time before the error happens:

PXL_20240628_080104117.2.mp4

The chip is a original one directly from Microchip: