Brazil. 1,388 rape cases a day. We need more than just a campaign. We need a law.
So, we created: Next Minute Law. A law that ensures immediate, free assistance to rape victims in public hospitals. We chose the #1 Brazilian entertainment show to explain it: soap operas. Whenever a fictional abuse happened in the story, the actress playing the victim came back and used the commercial time to talk and alert people about the new law.
We created a LATAM campaign for Spotify with a timeless hit by Bonnie Tyler to highlight that you can't choose many things in your life, but you can choose your Spotify: Free or Premium. Watch it and I know you'll sing along with Bonnie Tyler and our amazing performer guy ;)
The day after the launch, we found out that the campaign had an unexpected fan: Bonnie Tyler, the star of our campaign. (watch it in the end of this page)
role: concept, creative director.
To launch the new iPhone 13 powered with Verizon’s 5G, we partnered with Grammy-winner Halsey, and art-collective FriendsWithYou, to create H1DD3N, a large-scale immersive AR experience happening simultaneously at 5 public locations around the US (NYC, Chicago, Miami, Los Angeles and Seattle), where people could virtually find and win the iPhones 13 hidden within the experience.
role: Creative Director and Comms International Leader - R/GA NY
Also, fans who weren’t in one of the 5 locations, could create their own characters and send to the experience for fans at location to interact with.
The first TikTok campaign in Brazil and Mexico. There were almost 80 films for TVC and digital. We used 100% TikTok videos to celebrate the platform creators diversity and creativity.
Role: copywriter, concept, creative director
We know that GenZ is on TikTok and Instagram, and they don't like Linkedin. We needed to draw their attention.
With the pandemic, the future is even more unpredictable and uncertain. And what happens in this situation? We ask the universe. This is even stronger in GenZ, our target, who loves to use astrology for future answers. So, why not turn to the stars to talk about their careers?
With this campaign, the retrograde market will never be the same. We mapped the current market predictions and made an unprecedented and custom astral map for each student. These predictions had the help of the stars. In this case, the stars of the market. They told us how LinkedIn could help GenZ overcome the retrograde market and we distributed +200k Linkedin Premium vouchers.
To present this campaign we brought an astrology specialist: Madama Brona. Do your predictions on: www.mapaastralprofissional.com.br
role: concept, copywriter, creative director.
Madama Brona and other stars will see your future on: www.mapaastralprofissional.com.br
The most advanced Google Pixel phone is coming to town. For this great launch, Verizon teamed up with Google and, for the first time, switched the cameras on the roof of the Google StreetView Car with Pixel 7 Pro phones supercharged by Verizon 5GUW in order to create a gamified experience within Google Maps where legendary landmarks were magically erased by celebrities.
Role: Creative Director and International Comms Leader R/GA NY
Children grow up listening to stories in which princes are always strong and brave, while princesses are fragile and defenseless. These children's classic stories were old-fashioned and needed to be updated. This is what we have done.
We created the platform 2024 for one of the biggest telecoms in BR, Claro, changing all the visuals and concepts for the brand.
role: concept, creative director.
Womanizers / encontro dos pegadores de novelas
In Brazil, there is an old superstition in which they say that if you eat mango with milk you can get sick and maybe even die. So we had the idea to create for Habib's the scariest dessert in the world for Halloween:
Milk and Mango Milkshake. Do you have the guts to try it?
Spotify Premium has no ads to interrupt you when you are listening to your songs. So, in this campaign, we turned interruptions into music. and we didn’t stop there: the first person who called the hidden number won 1 year of Spotify premium.
Role: concept, copywriter, Creative Director
The first person who called the hidden number won 1 year of Spotify Premium.
We needed to create an activation for "Lipstick Day" in an iconic and digital way, positioning the Eudora brand as a fashion reference and source of inspiration within the beauty segment.
So we created the first "Mouth Fashion Show" in history, where the stars walking the catwalk were lips with lipstick, in partnership with one of the most significant references in world fashion: Elle magazine.
+16mi impacts // +5mi views in the Lipstick Fashion Show
