Aída dos Santos was the only female Brazilian athlete to participate in the 1964 Tokyo Olympics. She went to Japan without a coach or a uniform to compete. We invited the fashion designer Carol Barreto to create the uniform that should have accompanied dos Santos in her competitions.
Role: CCO and Copy
Agency: TracyLocke DDB
The practically of e-books meets the engagement of paper books. Cell phone covers that turn the devices into real books. Each cover features a code so that the consumer can download the corresponding book.
Role: Art Director
Agency: DM9 DDB
To tap into the youth culture, we created the Wi-Fi Killer, an underground movement fueled by sim cards disguised as a “candy”. It was designed to be a secretive social object, distributed hand to hand at bars, clubs and streets, inviting the audience to engage to the movement on our platform.
Role: Associate Creative Director and Art Director
Agency: R/GA
We turned YouTube into a book: The YouTube Insights. A physical book designed with a digital thinking at its core. It has all of YouTube’s best navigation tools and features.
The book was launched in an MMA's experience where the four insights clashed for the market attention in stand up comedians performance: music, food, gaming and beauty.
Role: Associate Creative Director
Agency: R/GA
next is a bank prepared for the digital age, totally created and developed by R/GA. To launch the bank we used the actor Ken Jeong in a funny way, bitches.
Role: Associate Creative Director
Agency: R/GA
We brought the iconic agency DM9 back to life. One of the best agencies of the world is ready to be one of the best agencies of the new world. The new logo represents the end-to-end journey in a unique line and the visual identity was created by an obsession with the number 9.. The launch campaign took linkedin in yellow and became a meme.
Role: Creative Concept, Creative Direction and VP Creative Direction
Agency: DM9
In a film for Valentine's Day, we created for Vivo Telecom, a story about cellphone addiction to show how phones can actually connect us. Influencers posted just once in this day, inviting people to stay away of their phones and live more love.
Role: Creative Director
Agency: Africa DDB
Print and digital integrated, allowing people to interact without having to activate any device. Each ‘like’ resulting in a publication in the timeline of the person who interacted with the ad.
Role: Art Director
Agency: DM9 DDB
To reveal the drama of atopic dermatitis, we used the ultimate expression of idealized beauty, classical art. Only the power of art can reveal what no one wants to see.
Role: CCO
Agency: TracyLocke DDB
In Live More campaign, we showed how Vivo Telecom can connect someone with his passion, doesn't matter your age or even your size.
Role: Creative Director
Agency: Africa DDB
Raia and Drogasil are the largest pharmacy chain in Brazil. But data shows an average of a 25% increase on app purchases and store pick-up. How do we convert an entire generation that feels more comfortable shopping in-store than online?
We start with the least inclined to use apps: Boomers. Boomers have learned their ways in an offline world, but they will always reach out to their grandchildren to overcome tech issues.
Role: CCO and copy
Agency: Zmes
The wrong diagnosis and amyloidosis claimed the life of one of the most brilliant writers in recent history. And left a book in need of an ending. The endings written by patients were read by actor Danton Melo in the Pfizer amphitheater.. The book was created with the artist Mario Niveo and produced by Miolo.
Role: Vice President Creative Director
Agency: DM9
At the launch of Stranger Things season 4, the upside down world struck back. Burger King and Netflix turned their stores into an anti-demogorgon bunker with an exclusive menu and 4-hour queues every day.
Role: Vice President Creative Director
Agency: DM9
"Cauã Reymond gets stuck in an elevator with a fan for 4 hours." We released this news to the press, which garnered significant attention, and two days later we launched the Tenys Pé Baruel campaign at the Big Brother Brasil final with the concept "It's on everyone's feet."
As part of the launch strategy, we created a branded content initiative featuring host Patricia Poeta going barefoot to talk about Tenys Pé Baruel while presenting her morning show on TV Globo.
Role: CCO
Agency: Zmes
next is a digital bank for millenials. To draw attention in what would be next before its release, we did a game on next app. The winners won products that we created with the next brand. Short films to divulge the game had more than 35 million views together in just one month.
Role: Associate Creative Director
Agency: R/GA
Koala is one of Australia's icons and also the Australian Gold mascot from the beginning. The fires in Australia have made koalas functionally extinct. To sensitize people in Brazil about the dangers of a fire on the other side of the world, our koala Sid simply disappeared. And more than just changing the brand, Australian Gold made a donation to the NGO WWF Australia, which works locally in support of the environmental disaster.
Role: Head of Creative
Agency: BFerraz
ClickBus is a digital platform that sells bus tickets to anywhere in the country.. We created a shoppertainment project Go-and-Vote. Last year, in the first round of presidential elections, Brazil had the all-time record of vote abstentions, 34 million didn’t vote. That’s why we created this project transforming the voter registration into a bus ticket helping the shopper with a big discount of 85% to go to his hometown and vote.
My role: CCO and copywriter
Agency: TracyLocke DDB
Brahma is the biggest brand beer in Brazil and 'brahmosidade’ is the unique creaminess of Brahma. Consumers have created a myth that the water from the Agudos factory produce the best beer and that's why they always look for Brahma from there. We entered the factory to show that it is also where Brahmosidade is born, and things got a little out of hand.
My role: CCO
Agency: TracyLocke DDB
We promoted Guaraná's new "petit" size soda by introducing to the world a new, radical and extremely dangerous sport: Le Petit Parkour.
Role: Art Director
Agency: DM9 DDB
For the first time in history ESPN journalists have done merchandise on their shows. As the last week of the year has the best of NFL, NBA and european soccer, you'll need extra power to watch it all. That's why we created Superweek, an energy drink produced and released with a huge campaign and product placement on ESPN. 5 thousand cans were distributed and one week later we revealed that Superweek is the week full of exclusive games.
Role: Creative Director
Agency: Africa DDB
As the carnival was coming up we had to launch a new product and make it the biggest hit on Brazil in just 3 weeks. Skol Beats GT (Gin & Tonica) is the perfect combination of flavours. To generate pr stunt, we joined Anitta, the most successful singer in the country and queen of feats with Tinder to find the perfect match that would go to the carnival with her. More than 463,000 people matched Anitta on Tinder and 8 people were chosen to have the dream carnival. We also created pieces to divulge the new product on social networks.
Role: Head of Creative
Agency: BFerraz
Students have always asked for cheat sheets on SAT’s day and now BK is going to give it to them. #CheatAtBK
Role: CCO and Copy
Agency: TracyLocke DDB
To win back the passion that supporters have for football and end up with this curse, we launched AeroCorona, an airline dedicated to taking the fans who most bring the crowd to life to the World Cup in Russia.
To choose those fans, we built the AeroCorona hangar, a space 100% dedicated to football so that the Mexicans could get into the mood of the World Cup and prove that they are true supporters.
Those who showcased their unique skills had the passport stamped and could fly to help the team go to the 5th match in Russia, with all expenses paid.
Agency: BFerraz Mexico
Role: Head of Creative
Due to alcohol consumption, car accidentshave risen during Carnival in Brazil, and so has the need for blood transfusions.
While people are having fun, blood donationsare falling by 30% in Rio de Janeiro.
Antarctica is a beer best known in Brazil as BOA.Three letters that also represent all the blood types.So we created a pop-up blood donation center where,in exchange for blood donation, volunteers receiveda free transport pass for 7 days of Carnival fun.
Role: Head of Creative
Agency: BFerraz
During fashion weeks, everyone focuses on their next look. How could Eudora, the fastest-growing beauty brand from Grupo Boticário and sponsor of SPFW, highlight makeup as the main focus?
We launched #StartWithMake: a movement that inspires individuals to conceptualize their looks starting with makeup. To enhance this, we positioned supermodels and influencers in the front row at SPFW, dressed only in makeup and black robes.
At the premiere, we invited influencers to join a unique #GetReadyWithMe event, starting with makeup instead of clothes. For the first time, Latin America's largest fashion week spotlighted makeup, sparking a trend on TikTok with 217M views and 4.5M likes in just 15 days.
Role: CCO
Agency: Zmes
In Brazil, 20 million people do not have access to dental care. This problem affects people's quality of life and is evidenced by the low HDI of many towns.
In this initiative, every time someone bought a Colgate product, the same product was donated to someone in one of the 5 towns with some of the lowest HDI in Brazil. In addition to the donations, we also partnered with the Amigo da Vez NGO to take oral care task forces to these localities. We also created a smile machine and 5 mini docs that turned the campaign.
Role: Head of Creative
Agency: BFerraz
For the first time in history, we put someone with atopic dermatitis on the cover of the most important magazine in the fashion universe.
Agency: DM9
Role: Vice President Creative Director
The music that turned into beer. Colorado is a brazilian fruit beer of Ab-Inbev. Alceu Valença is a famous singer and his song recorded on 80’s “Morena Tropicana” is an anthem. The song tell us about the different fruits and flavours of Brazil. So we created the new beer Morena Tropicana to Colorado with two brazilian fruits of the lyric, umbu and cajá. The beer was launched by Alceu Valença in a street fair as his original videoclip.
Role: Head of Creative and Copywriter
Agency: BFerraz
in this film we show how an extra load truck Mercedes-Benz can surprise.
Role: Art Director
Agency: DM9 DDB
This campaign brings the theme 'Life after death' under different perspectives, religions and beliefs to encourage brazilians, an extremely religious country to separate faith from fact and donate their organs.
Role: Art Director
We relaunched Budweiser in Argentina in a ‘non-place’. We transformed a store and a music studio in our home for only one night. Only influencers chosen by Bud had access to the point the day before and invited his audience to an unforgettable night in Buenos Aires.
Role: Head of Creative
Agency: BFerraz
Brazil and Argentina have a special way of communicating called ‘portunhol’, a mix of Portuguese and Spanish languages. To launch Andes, a beer from Argentina in Brazil, we used the ‘portunhol’ to create our concept: “Nada será como Andes”, something like ‘Nothing will be like before’. On the soundtrack we inaugurated TangoFunk, an unusual fusion between the musical styles of the two countries.
Role: Head of Creative
Agency: BFerraz
Placar (“Score” in portuguese) is the most famous sport magazine in Brazil. To rebrand the magazine, we’ve created a live logo that changes with the score of the important matches, the concept “the game never ends” and a campaign showing how iconic athletes and teams are living in our memory.
Role: Head of Creative and Copywriter
Agency: BFerraz
More than a cellphone plan, TIM Beta is a community. We hack two drones in real paintball guns and invited some guys from the community to play a new game.
Role: Associate Creative Director
Agency: R/GA
Fanta helped teens to play it better trolling themselves to win prizes with a single button social platform. To do that, we did partnerships trolling influencers, MTV, McDonald's, Facebook and Vevo, as the campaign ended up in a teen festival with Fifth Harmony. And yeap, we have a lot of user generated content. Fantrollada was the the biggest Fanta promo ever worldwide.
Role: Associate Creative Director
Agency: R/GA
A radio action and OOH to launch the new product Mentos for just 1 real (Brazilian currency) in the Northeast of Brazil. The radio spots were recorded by phone by the owners of shops selling Mentos with their own mood.
Role: Art Director
Agency: Neogama BBH
Abrinq Foundation / Save the Children needed to make the presidential candidates sign a commitment to prioritize children if elected. So we've created the most desired object, the presidential sash, but with the faces of the children assisted by Abrinq Foundation raising awareness to the children cause.
Role: Art Director
Agency: Neogama BBH
We created a campaign for Diageo's White Horse whisky, which uses the brand icon - the white horse - to show how friendship is a natural instinct.
Role: art director
Agency: Neogama BBH
To launch the new version of Renault Fluence, we bring the car for where it deserves.
We also placed the ads on the tops of newspapers and unlocked the largest newspaper in the country as a feature of the car.
Role: Art Director
Agency: Neogama BBH
Vokkan is a real state-based company, that has increasingly made a name for itself nationally through its urban solutions, constructing more intelligent collective environments, and directly contributing to social and urban development. The campaign breaks with the stereotypes of communication in the real estate segment, making tangible all that the neighborhood offers as an invitation to a new way of life.
My role: CCO, copywriter and locution
Easter eggs cost a fortune in Brazil. Meanwhile, Danette, an iconic chocolate dairy, was unable to participate effectively in this moment of consumption. We put one pot on top of the other, and Danette became an Easter egg. A simple design solution provided an inexpensive option to share joy without leaving anyone out. To reinforce the concept ‘It's in the face that it's Easter’, the packaging came with QRCode that releases a fun filter with bunny ears and a chocolate mustache to share on Instagram Stories. In covid-19 quarantine people were able to buy without leaving their homes through delivery platforms.
Role: Head of Creative
Agency: BFerraz
The interior of Brazil has always suffered from poor internet connections. Vero is an internet provider that was born in the interior of Brazil to deliver broadband connection to transform people's lives. And it was from the stories of their own customers that we created the campaign that shows the truth of each one of them.
Role: Head of Creative
Agency: BFerraz
To show how Vivo Optical Fiber has great speed and stability, we’ve created the campaign ‘unlock’ showing situations where the content jumps off to the real life.
Role: Creative Director
Agency: Africa DDB
Brastemp is a Whirlpool brand in Brazil. Brastemp Experience is a hub to experiment gastronomy in Brastemp home appliances. We transformed the creative process of three chefs at Brastemp Experience into a webserie that invited people to do something unusual, go in a restaurant that did not yet exist.
Role: Head of Creative
Agency: BFerraz
Chama is a new gas delivery platform that would connect emotionally with their customers. Ideas for Breast Cancer Awareness Month usually get public attention on the streets using the pink color. That’s why we created an icon to be used inside home and remind people to perform the self-examination.
Role: Creative Director
Agency: Africa DDB
A New Capitalism is a documentary that discusses and proposes new ways of generating richness for industries prioritising income distribution and reducing poverty.
Filmed in India, Brazil and Mexico, it includes over 60 interviews and 140 hours of footage. But for such a bold subject, the film had a provisional poster that didn't express everything it wanted to convey.
The solution was to create a poster using the biggest icon of the old capitalism: the dollar bill. And adding something that people do all over the world: draw in banknotes.
Role: Designer
Production Company: Talk Filmes
