To launch the rebrand of Banco PAN, we created a 360 campaign, developed with AI technology, that we showed the new brand ambassadors in different stages of their own lives.

Role: art direction and creative direction.

Club Social is the snack created for those moments when hunger sets in, but you just want to keep on going. It helps people when they can’t stop.

But in 2020 the world stopped. And in the beginning of 2021, in order to be present in this rushed routine, even if in a different world, we launched the first part of our campaign, with films for digital media and TV.

The soundtrack had an important and fundamental role. Exclusively created for the occasion, in a partnership with the funk group Heavy Baile, very popular with young people, it already contextualized us in an urban and cool scenario.

But we didn't stop there... and the project grew.

For those who make a living of art, in the streets, the world was stopped even more. And in a scenario where culture was already being left behind.

That's how the desire to change it all just got bigger, we listened our social medias, brought more people in and became a great celebration of urban arts.

Once again, in partnership with Heavy Baile, we decided to move it all, bringing together musicians, dancers, visual artists and the cinema crew to make a great project. And transforming such a heavy reality into something lighter, the #PartiuPranãoParar atmosphere.

Then a new song - Montagem Partiu pra não parar (Ombim Pezin) - were made for Club Social, and collaborative clip was born, which invaded social networks with a message of encouragement to artists from all over the country.

The idea for the clip came from a post by a plastic artist, it took shape and proportions and for the first time, a version of a video was made, tagging and showing each person who worked on it.

And it was a success! In addition to entertainment, Club Social and Heavy Baile brought a new way to help these guys get jobs in the middle of a pandemic.

During the 2020 pandemic, Nivea brought to the public a message of care. A campaign with 4 films, showed every step of the beginning of that challenge moment.

They were all created simultaneously and filmed together, during an atypical scenarium, at a time that sets were forbithen.

We worked remotely, together with the director who set up one of the sets at his own home, and his wife (that was spending the quarantining time with him) was one of the models. Another 5 remote stations with the same dynamic were set up. In each of them a director of photography directing and their family members (that was also spending the quarantining time with them) as models. An extremely challenging, sensitive and delicate job to do.

The first film runned on a special date. At the moment that many people was not able to spend the Mother’s day with them. It brought a message of care to them showing the strength of mother's love and that even with the distance they can touch us.

Role: concept, idea, art direction.

The second film was in the beginning of the pandemic, where people were still getting used to the idea of ​​being isolated into their homes, away from their friends and family. Our challenge was to show that even without the physical touch, the care with those we love could still happen.

The third one was in a moment when people realised that nothing can replace physical touch, but that they could take care of others and themselves.

Finally, we ended the campaign with a film that shows some of the great changes that we have been through recently. But with an optimistic tone, showing that even though many things have changed, Nivea's care is the same.

We also created a film specially for digital medias.

During that moment, many people were only keeping in touch virtually. The film below shows this “new" way of interaction in an optimistic and fun view.

This was an offline campaign developed for Volkswagen Delivery Trucks.

Role: concept, idea, art direction.

Awards: Cannes Lions 2015 - Bronze in Press; Clio Awards 2015 - Bronze in Print; El Ojo 2015 - Silver in Press for "Ice Cream Store"; El Ojo 2015 - Bronze in Campaign; D&AD 2016 -  Wood Pencil - Crafts for Advertising / Photography for Advertising; D&AD 2016 - The Best Crafts in the World 2016; New York Festivals World's Best Advertising - Silver in Campaign; El Sol, Bilbao 2016 - Oro / ( Gold Campaign); Best of Archive - Automotive Ads we loved in 2015; CCSP 2016 - In book.

In 2019 I attended to a Filmmaker course at the International Film Academy in São Paulo. In the end of the course, me and a group of friends produced our first short film, the “Boneca Inflável” (Inflatable Doll). An independent work that already brought us some joy at film festivals. The direction is mine with Marcos Magario Filho and the art direction is also mine.

Role: direction and art direction.

Awards: Toronto Lift-off Film Festival - First Filmmaker Sssions 2020 - Finilist; Lift-off Global Network - The Hollywood First-Time Filmmaker Showcase 2020 - Official Selection.

A group of 9 Brazilian advertisers (including myself) decided to make a mash up about the kind of work we like to do away from advertising agencies during our spare time. So we brought then together and created the exhibition "Adverside_B, the B-side of the creatives" at gallery 4W43 in Manhattan, New York (USA), in August of 2017.

Located at 43rd Street and Fifth Avenue, the gallery is exhibited about 30 new works by us, including illustration, photography, graphics, installations ...

And it was a success, generating notes in the main Brazilian advertising sites and more than 2000 visits in the gallery during the period that was open to the public.

Bradesco Prime is a bank that operates with a generation reaching the high income level.

The Prime profile is no longer that gentleman who retired and lives by the sea. It’s a young group of people that work not only thinking about saving for the future. It’s a generation that believes that as important as accumulate goods is accumulate experiences. Living between preparing for the future and enjoy the present. They want to have, but do not give up of being. And investment must be in something that makes sense in their lives.

Only a bank that knows the customers well, understand this new behavior and can reshape what it means to be successful.

So, we created a campaign with this public language: young, light and modern. To photograph, we invited the famous photographer and filmaker Camilla Cornelsen, who besides her clinical eye on this type of work, gave us her image in a true report to be used on our social media.

Some off-line material of this campaign.

How to relaunch an innovative product like Galaxy S20, in the middle of a pandemic?

A soap opera rerun seemed to be a good opportunity for merchandising.

Commemorative campaign for the 30 years of Sazón. The brand that became known for the song "É o amor", that means “It’s love”.

Since 80's, when some want’s to mean that the food is really good they say that: “It's the love".

We use the melody of this very popular song to bring back the brazilians affective memory with the brand.

Role: concept, idea, art direction.

We also created a Branded Content for Sazón in paternship with the TV Chanel Sony. There are 4 stories of love for the food around Brazil.

Awards: CCSP 2018 - In Book

To promote the sandwich on sale for a very low price, we created this movie that shows that you don't have to spend all your savings to eat well.

Role: concept, idea, art direction.

In an increasingly robotic world, even the computers don’t know the difference between people and machines. That's why we always need to prove that we are people by clicking a button. So we decided to create a new button where people could really show that they are human - making a donation to Unicef.

The new button was implemented on the website of one of the most important newspapers in Brazil, Estadão.

Awards: CCSP 2018 - In Book Digital; El Ojo 2015 - Bronze in Digital/Social 

Natura Beauty Consultants are strong women/men who create their own stories selling Natura products. 

In 2017, a campaign was created to show how much the brand focus on them, putting those real life person into a protagonists position. Theater was the theme of the campaign ant it was staring by then.

In 2018, the campaign gained a continuation focusing on the professionalisation work that exists behind the consultancy, showing poetically everything that happens before arriving on stage (sales): the backstage.

The campaign was made by a main movie, content pills, radio, merchandising, off-line and social media material,.

The campaign was adapted to Latin American countries, like Chile, Argentina, Peru, Mexico and Colombia. In those countries, it also happened with local beauty consultants, but with the same message and concept.

Role: concept, idea, art direction.

Below, we can see the pills.

All the protagonists are true Natura Beauty Consultants. And the actress Mariana Xavier was chosen to talk to them because she starred a Natura Beauty Consultant in a famous primetime soap opera. Her role created great empathy with the consultants and the actress was very close to them.

Some off-line material of this campaign.

To honor the Beauty Consultants, Natura created a day in calendar for them. The Natura Beauty Consultant Day.

And this year we created a film to celebrate this special day.

 So we invited Fran Koto, who had already been part of 2018 campaign, to represent more than 1,200,000 Natura Beauty Consultants all over Brazil.

 As a surprise to her, we invite people that she loves and followed her career, to give their testimony about Fran and her job.

Role: concept, idea, art direction.

I’m woman, I love fashion, makeup and body/skin care. I think I've worked with all the most importantly beauty brands in Brazil. Here are some prints from the time I worked with one of them, O Boticário.