creative director / cw
entertainment, advertising, content
Co-founder and ECD at rockers for Rock in Rio and The Town, Creative Director at Artplan, Lead Conceptor at cubocc / flagcx, and Senior Creative at DPZ and Havas (Brazil and Mexico).
18+ years of creativity have taught me that nothing beats the power of an idea.
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rock in rio 40 years and forever
At Rock in Rio, passion isn't just a fleeting feeling - it's a flame that burns eternally. Our campaign was based on a true love story that emerged from its audience and has flourished over the years, becoming a cornerstone in their lives as they eagerly anticipate each new event.
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rock in rio global village
Global Village is the new space created by Rock in Rio to celebrate the diversity in music and coexistence between people. It is not just a musical event but a manifesto for peace, where people from all around the world can connect.
To promote this new space, Angélique Kidjo, the Grammy Award winner in World Music, has been named as the ambassador. According to Angélique, music and art can act as a great bridge, especially in these difficult times, where the world is so divided and polarized.
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the town first edition
Those at the first edition of The Town made history. The campaign captured the spontaneous testimonials of artists, staff, and attendees, encouraging them to share their expectations of being part of this historic moment in the entertainment industry.
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doritos rainbow avenue // fortnite
The first LGBT+ Parade in Fortnite was celebrated virtually through the game's creative mode. The colorful Doritos Rainbow Avenue map showcased the pride of the LGBT+ community. Despite the pandemic, this inclusive experience made sure that all voices were heard.
LGBT+ influencers launch
We launched the map on the same day that the parade in the streets with many LGBT+ influencers streaming the Avenue to their audiences while they were discussing the new paths for more rights.
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burger king girl from laje
In 2009, Cariúcha took part in a Girl from Laje contest. Although she didn't win the contest, she won the hearts of Brazilians during a TV interview. She claimed that she was "all-natural and pretty as hell," which made her better than the other contestants.
Fast forward to 2022, we received a briefing from Burger King with a simple goal: to showcase that 87% of their menu has become more natural and free of artificial ingredients, such as preservatives and flavorings. The idea was right in front of us: to create a remake of Cariúcha's famous meme from 11 years ago.
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soub feat. jojo
Soub was an e-commerce for international products.
In response to the public's fear of purchasing online products from other parts of the world, the campaign focused on offering a safe, frictionless shopping experience. To establish trust with the Brazilian audience, we chose a popular culture icon from the funk music scene who had gained fame as a pop star.
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TIM super chip
In Brazil, prepaid mobile customers used to face a difficult reality. If they needed to talk to someone on their own network, they had to use one mobile chip. And if they wanted to use the internet, they had to use yet another mobile chip.
However, a solution was found in the form of a super mobile chip with the power to unite everything that the other mobile chips used to offer, but in a single piece. With this Super Chip, the day was finally saved.
Programmatic media
Videos pills were used to deliver personalized messages based on users' behavior.
To produce all the videos in one day, face-tracking technology was used so the character could react in real-time to Marcos Vera's movements.
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OLX desapega series
OLX faced a challenge to make millennials aware of Desapega, which is the main concept of OLX.
After conducting several rounds of research, we discovered that this particular target audience was fed up with false advertising. So, we came up with a unique and more realistic idea. We decided to create a series of real-life stories of people using the OLX platform, and Joana was the protagonist in the first episode.
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doritos space launch
Doritos holds a global positioning: For the bold. When we received the briefing for the Doritos Batman vs Superman special edition, we knew we needed to launch it boldly. Our solution was to put our superheroes to the test. Would they survive in a place where only the bold can thrive? We got our answer when we launched Doritos packs into space, reaching a height of 25000 meters."
