To launch the all-electric EV9 on the world grandest stage, amidst over 200,000 square feet of competing screens, we did the unexpected: We hijacked the most anticipated moment of the year–the 60-second countdown on Times Square.
We cut the power to the main billboard, creating suspense and setting the stage for the EV9 to step in just in the nick of time to revive the massive billboard (utilizing its Onboard Power Generator) and save New Year’s Eve, transforming a single billboard execution into a live, unforgettable brand experience.
Contribution: Concept idea, Art Director and Associate Creative Director
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//Cannes Shortlist :: Outdoor
We, humans, have been changing all the time, while the plastic straw remains the same.
To show this, we compared a woman and a man's 20-year journey to a plastic straw.
The spot highlights the fact that Nescau is switching over to 100% paper straws. The campaign is part of a wider sustainability platform by the brand, under the name “Joga Junto” (Playing Together) which has also included a partnership with Tamar Project, which works to preserve endangered turtles seas.
Contribution: Concept idea, Art Director and Associate Creative Director
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//Clio Bronze :: Film
//London International Awards Silver :: Online Film - Beverages - Non-Alcoholic
//London International Awards Bronze :: Online Film - Corporate Image/Social Awareness
//London International Awards Bronze :: TV/Cinema - Corporate Image/Social Awareness
//London International Awards Finalist :: TV/Cinema - Beverages - Non-Alcoholic
//Profissionais do ano da Rede Globo :: 30” Spot of the year
//AdAge Creativity Pick of the Day
Launch film o Kia’s new car
Contribution: Concept idea, Art Director and Associate Creative Director
The first online store where the dogs choose what they want to buy
Pet-commerce is an online shopping experience designed specifically for dogs. Using A.I combined with visual recognition, the tool analyzes the dogs’ facial expressions and detects when they’re interested in a certain product.
When this happens, the item goes straight to the shopping cart and the owner can proceed with the purchase. In other words, the dogs shop and the humans pay.
Contribution :: Art Director and Concept idea
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//Cannes Lions Gold :: Creative Data
//Cannes Lions shortlist :: Mobile
//Cannes Lions shortlist :: E-Commerce
//One Show Bronze :: Websites / E-Commerce
//One Show Bronze :: Utility / E-Commerce
//Clio Shortlist :: User Experience
//London International Awards Bronze :: Digital Pet Products
//London International Awards Bronze Finalist :: Digital: E-commerce
//Wired Festival Grand Prix
//Wired Festival Gold :: Use of Data
//El Ojo Gold :: Innovación
//El Ojo Silver :: Creative Data
//Wave Festival Silver :: Digital
Drawing inspiration from Morse Code, we used the dots and lines of the Jeep grille logo to craft messages that sparked a journey of discovery.
We minted a new Jeep Morse Code Font based on the dimensions of our grille logo. It was crafted to reflect the Jeep identity and trigger our audience's curiosity.
When people searched for translations online, they discovered our microsite where they decoded the signals and created their own Morse Code messages
Contribution :: Associate Creative Director
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//2023's most awarded automotive campaign by AdForum's Business Creative Report
//Cannes Lions 3x Shortlist :: Outdoor :: Automotive
//Cannes Lions 6x Shortlist :: Industry Craft :: Typography
//D&AD :: Wood Pencil :: Direct
//Clio Silver :: Design :: Poster
//Clio Silver :: Print & Out Of Home Craft :: Typography
//3x Clio Bronze :: Design Craft :: Typography
//NY Festivals Finalist :: Print Craft: Typography
//NY Festivals Shortlist:: Print Products & Services: Automotive
//NY Festivals Shortlist:: Print Craft: Art Direction
//Dubai Lynx Grand Prix :: Industry Craft
What if you could have Sebastião Salgados’ eyes? And Ze Roberto’s lungs?
To be an organ donor in Brazil, one has to manifest their wish to a family member. Since in the case of a fatality, the final decision lies with the family. That’s why it is so important to encourage people to express their desire in life.
And to encourage the public to express their wish to be a donor, Santa Casa invited artists and athletes recognized for their talent to declare themselves as donors of the organs that represent their talent. For us, just like an organ, talent is something you are born with and can remain even after you die.
Contribution :: Creative Director and Art Director
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//Cannes Health Lions Shortlist :: Film
//Clio Silver :: Film
//One Show Silver :: Film
//El Ojo Bronze :: Film
//Lürzer’s Archive selected
//Profissionais do ano da Rede Globo
//Wave Festival Silver :: Film
//Colunistas Brasil Gold :: Film
It all started in 2014 with the launch of the BBQ Bible containing the commandments of a good barbecue in a book that translated Tramontina's passion for grilling in a sensorial and definitive way. In the years after that we had the campaign "The Master of Churrasco” featuring the Grill Master character in films that taught the art of preparing good barbecue.
Tutorial Comics is a comic book saga in five episodes that offers comic books and internet videos with the teachings of the Master using a language that combines both worlds: story books and real world interventions with elements of grilling and Tramontina products.
In the comic strips, the Master shares his knowledge about one of the main cultural expressions of the country, such as the process of sharpening a knife, dosing the course salt, and controlling the flames.
Contribution :: Creative Director
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//Cannes Shortlist :: Direct
//Clube de Criação de São Paulo Gold :: Promo and Direct
//Clube de Criação de São Paulo Silver :: Integrated
//Clube de Criação de São Paulo Bronze :: Design
//Wave Festival Silver :: Print & Publishing
//Wave Festival Bronze :: Design
//Wave Festival Bronze :: Film Craft
//Colunistas São Paulo :: Grand Prix :: Branded and Content
//Colunistas São Paulo :: Gold :: Promo
To show the effectiveness of the Starflon non-stick technology on Tramontina cookware, we set up a shooting range where internet celebrities, Tramontina customers and an Olympic shooting medalist were invited to use toy guns to shoot various sauces at posters that had been layered with the same Starflon non-stick coating.
Nothing stuck to the posters, but we did create an idea that would stick in people’s mind.
Contribution :: Creative Director
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//Cannes Shortlist :: Promo & Activation
Test Drive for Good introduced the Tramontina’s new lawn mower and allowed users to test drive it in parks poorly kept and covered by tall grass. This way, those who tried the product would also contribute to the city, making parks prettier and ready for people to enjoy them.
Transforming a test drive of its products into a social project that was not only good for the brand, but also good for the consumers and the enviroment.
Hundreds of people participated in the Test Drive for Good, more than 57K m² of São Paulo’s parks were revitalized and more than three tons of grass were removed.
Contribution :: Concept idea and Creative Director
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//CCSP in book
//Forbes's "20 Inspiring Marketing Campaigns"
Pilao is know as Brazil's strongest coffee. Under the motto Stay Alert, we developed a series of print ads that work as quick challenges for those who are not quite awake.
Contribution :: Creative Director
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//Cannes shortlist :: Outdoor
//Lürzer’s Archive selected
Now you world has become bigger
Contribution :: Concept idea and Art Director
Barbecue chefs and amateur pitmasters alike know that nothing truly useful ever comes out of a cookbook. But here’s one hell of an exception.
To promote the Tramontina cookware line, we created a few meticulously crafted copies of The Bible of Barbecue. Each page of the book is made to be used or destroyed in the process of creating an authentic Brazilian grilling experience.
One thick sheet shatters into chunks of charcoal, while another lights the fire and yet another fans the flame. Other pages work as an apron, sharpen knives, wrap meat, act as cutting boards and even serve the finished dish.
A few “master barbecue chefs” received the books.
Contribution :: Creative Director
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//Cannes Bronze :: Branded Content and Entertainment
//Cannes Bronze :: Design
//Cannes Bronze :: Direct
// One Show Silver :: Direct
//Clio Awards Bronze :: Branded Content
//NY Festivals - 2 First Prize Awards - Design
//London International Awards Finalist :: Design: Branded Content
//El Ojo Grand Prix :: Design
//El Ojo Branded Content Gold
//El Ojo Direct Bronze
//CCSP Silver :: Direct Marketing
//CCSP Bronze :: Design.
//Colunistas SP Grand Prix :: Design
With the new concept "The sport is for you.", Olympikus (Brazil's biggest sports brand) shows the home of the sport in its doors open to all. From amateur athletes to professionals. From famous to anonymous.
The campaign brings a more democratic view of the sport, which puts everyone who practices without even level. With people who seek the sport in their routine through personal motivations, and are not just the results of the records, shaking off the love of pleasure and an obsession with medals for endorphins.
Contribution :: Creative Director
Bernardinho, Brazil’s all-time winningest coach, left the national volleyball team after 23 years. Olympikus was the proud sponsor of the Brazilian team in every one of these great wins, and decided to pay tribute to him.
We got every national team jersey that won titles with Bernardinho and shredded them. Then we used the shredded fabric to create a new jersey.
Designed by Renan Serrano, it’s the world’s only jersey with 9 world titles, 2 Olympic gold medals, 3 Pan American titles, and 8 South American titles. It is the most victorious jersey ever, with 32 titles. Just like Bernardinho.
Contribution: Creative Director
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//CCSP in book
“Churrasco” is the name given to the Brazilian barbecue.
All Brazilians consider churrasco as a national passion, but not everyone knows the proper way to cook it.
That’s why there's The Master of Churrasco. An old and wise “churrasqueiro” that magically appears to judge the level of the churrascos and to teach apprentices that there is only one way to reach perfection: Respect the churrasco.
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//Latin America Effie Awards Gold
//Effie Awards Brasil
//CSSP in book
//Forebrain Emotional Engage Ranking :: 3rd place in Brands that retain consumers attention
