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Work
Avon Care
Agency: VML [2024]
Creative Art Direction
creative strategy, art direction,
digital media and content strategy
How to make memorable the debut campaign of a product that everybody already loves? That was the main challenge for me and my dearest duo Ana Dellabarba when assigned to work on - not only a new product but - a whole category digital comms.
Not only that: how to make a glowy and dewy skincare product relevant for our main targets (North & Northeast), where heat and sweat are covered up with makeup and matte finishing?
#TodoMundoCare celebrates the love Brazilian skincare lovers have for Avon and stimulates the best way to make something organically popular: mouth to mouth.
The soundtrack reinforces Brazil musical roots, present on both North and Northeast zones. Also, the sound stamp helps (in a very subtle way) the correct pronounciation of this global category, by making a play with the words QUER and CARE, that sound quite similar. It was crafted by the two talented maestros Felipe Kim and Fabio Smeili from LOUD+.
'*•.¸♡ it takes a lot of heart ♡¸.•*'
Literally! The central element was the heart shape: a tiny part of Avon Care's brand signature. All we did was taking it to a next level by using hand signs, lotion, UIs, emojis and all sorts of love manifestation one can display.
During the set, talented Luisa Ferraz was in charge of amazingly humanized packshots, in order to make this moment last forever, as well as attend to other media formats.
Gotta love that, huh?
Digital Campaigns
Agency: w3haus [2022/2023]
Associate Creative Director
team management, team building, visual guidelines, creative strategy, digital media strategy
it's been an intense journey since I've joined w3haus as associate creative director last year. Here's a glimpse of [just] some of the works delivered so far:
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Nubank
Growth Marketing Comms
SeniorVisual Designer & Creative Analyst
Visual Design on Nubank's
Growth Marketing [2022]
visual strategy; art direction; visual identity;
creative media insights; storyboarding; team building
so they invited me to join forces against bureaucratic, slow
and inefficient financial system. I, surely, said yes to it 💜
Besides the enourmous amount of media ads, we've also had a few interesting challenges along the way, such as...
the world cup
regional
sponsorship
as the growth marketing team, we were in charge of huuuuge rule along most of
mid-funnel communication assets on Ultraviolet credit card, both online
and offline. some assets bellow did not come to life but were really fun to conceptualize, though. (:
Claro feat. Whatsapp
Anti fraud awareness campaign
Agency: iD\TBWA
Creative strategy, visual concept and
execution for Claro's collaboration with
WhatsApp safety awareness campaign
visual strategy; art direction; visual identity;
audiovisual production concept
Almost 50% of the Brazilian population
was victim of fraud between 2020 to 2021
Almost 50% of the Brazilian population
was victim of fraud between 2020 to 2021
Almost 50% of the Brazilian population
was victim of fraud between 2020 to 2021
Source: U12m - Observatório FEBRABAN
No wonder 83% of our population is concerned, at some level, in safety.
EMPOWERMENT
connectivity
data
security
Safety is one of the foundations of
a more connected future. So, in order to raise awareness about safety issues and, mostly, empower people to be the agents of online security, Claro joined forces with Whatsapp in an educative campaign.
The creative path came from a social listening learning on how Brazilian people deal in such a particular way with negative situations:
more
memes
memes,
and music
We mixed the most popular version of O Golpe Tá Aí, Cai Quem Quer with a custom made jingle, in order to highlight how simple and important it is to activate the 3 steps verification.
Labi Exames
New key visual proposal
Client: Labi Exames
Agency: iD/TBWA
Creative visual concept and execution
for Labi's 2021 paid media campaign
visual strategy; art direction; visual identity; branding;
paid media campaign
Labi is a diagnosis startup lab that offers both convenience and health accessibility to all. they reduced burocracy, so that people can get quality and fair prices, whether they have a health insurance plan or not.
a crucial business during pandemic.
as 2020 was a great year in terms of business and awareness
growth for Labi, 2021 was all about learnings and improvements.
so, in order to better attend the consumer profiles, we proposed
a new key visual for 2 main targets: ETC [1] and expectants.
same pallete
+
different predominance
=
same identity
+
targets differentiation
TikTok for Business Brasil
Implementation of TikTok B2B communication 2021/2022
Client: Byte Dance [Freelance Job]
Creative visual concept and execution
for TikTok media assets.
concepts; art direction; visual identity;
team management
TikTok is definitely not new to young [or not] Brazilian digital consumers. but, the news here are: now, finally brands in Brazil can invest on paid media at the platform.
and I had the pleasure to help building it up. :)
initially, the main purpose was to raise brand awareness, in order to encourage people to download and try the app, so they could get to know the platform formats and their benefits.
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as brands started to learn more about the platform, we started focusing on data results from studies about specific festivities to commercial opportunities.
and, after months of awareness content, we now show off success cases and insights for the newcomers.
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Describe your image
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Describe your image
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Describe your image
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Describe your image
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PHANTOM_01
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Galaxy Z Family
Release Campaign 2021
Client: Samsung Brasil
Agency: Mutato
Creative communications strategy for Galaxy Z products on Samsung BR digital platforms.
strategy; art direction; key visuals; institutional
screenplay; translation
have you ever tried to pin your mobile somewhere and it simply would not stand steady?
we flip to the beat. literally.
in order to reinforce Galaxy Z Flip's main feature - the flex mode - we created
a super fun screenplay inspired by daily situations for its release in Brazil.
curious
facts
as we cherish regionalization in both visual and sound design, we had Antfood - smartly turned local beats and daily noises into a customized track ANY Brazilian person can relate to.
we paired up with Nina Torres - from Santa Transmedia - who found the perfect solution for almost impossible human camera movements: the robotic arm. I'm 100% obsessed with it! ( ͡◎ ͜ʖ ͡◎)
credit: @kambo_t_
influence avec elegance.
this is what Z fam's all about.
@matranchesi and @brunovanenck are members of #teamgalaxy influencers and creators squad.
what they have in common? sophistication, fashion appeal and multi skills.
so, they'd obviously make the perfect match to represent the concept of
double the possibilities held by Z Flip and Z Fold, and this is the result.
Galaxy Buds Pro
Release Campaign 2021
Client: Samsung Brasil | Agency: Mutato
Creative communications strategy and concept for Galaxy Buds Pro on Samsung Brasil digital platforms.
strategy; art direction; key visuals; institutional screenplay; translation
pre-order key visual
campaign key visual
feature
films;
how to
videos;
social
assets;
performance
assets;
Samsung | Galaxy Buds Pro | Hands-On
00:00
Play Video
Samsung | Galaxy Buds Pro | Unboxing Oficial
00:00
Play Video
Samsung | Galaxy Buds Pro | Como usar e cuidar
00:00
Play Video
Samsung | Galaxy Buds Pro | Bridgerton
00:00
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Galaxy A
Release Campaign 2020
Client: Samsung Brasil
Agency: Mutato
Creative communications strategy and concept for Galaxy A51/A71 on Samsung Brasil digital platforms and activations.
strategy; art direction; key visuals; institutional screenplay; translation
social
assets;
feature
films;
feature
jingles;
activation war rooms;
(｡♥‿♥｡) reactions
we live by (｡♥‿♥｡)
we invested in a catchy jingle featuring the hit maker Dj Pedro Sampaio and the audience response was absolutely amazing. so we uploaded that on Spotify!
Spotify experts helped us find out the current most listened rhythms in Brazil, which lead us to personalized jingles for each Galaxy A feature.
stickers and gifs for Instagram Stories & WhatsApp
it all started on
we defied the audience to elaborate an iconic choreography to our ABSURDA Remix and extended the challenge to MIAW MTV Awards
as a prize, the winner would get a a Pro Tiktoker set up (ring light, tripod and a Galaxy A), plus a mention during the event
Galaxy XCover Pro
Release Campaign 2020
Client: Samsung Brasil
Agency: Mutato
Creative communications strategy and concept for Galaxy XCover Pro release on Samsung Brasil digital platforms and activations.
creative concept; strategy; art direction;
key visuals
Initially, Galaxy XCover Pro release strategy was B2B oriented, for its categorized as a rugged phone.
Besides the hero,
we also localized
a few institutional assets focused on routines in retail
and delivery.
feature
assets;
corp.
videos;
social
assets;
performance
assets;
Despite the functionality of global materials,
we thought we could go further and build a
more relatable image to our target
So, we developed local assets:
ecstatic and cinemagraph B2B assets
lifestyle situations for B2C assets
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