November 20th, 2022 marked the joining of two important dates: Black Awareness Day in Brazil and the opening of the World Cup.
While the eyes of the world were focused on the soccer field, we proposed to shed light on the history of one of the greatest soccer players in Brazil, Arthur Friedenreich, gloriously known as TIGER. A hundred years ago Tiger was excluded from the main football tournament because he was black.
To honor his legacy, we introduced the TIGER SHIRT, a reinterpretation of the original Brazilian national team jersey featuring tiger-textured sleeves instead of the original jaguar pattern.
Additionally, we paid tribute to him at the Football Museum in Sao Paulo, ensuring that narratives like his remain alive and continue to inspire us to celebrate today's triumphs.
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Role: Head of Creative on YouTube
Creative Agency: MediaMonks BR
Memes have become an integral aspect of Brazil's internet culture. In an innovative move, Heinz delighted customers by serving pizzas embellished with beloved Brazilian memes and personalized messages crafted in ketchup. This creative endeavor was a collaboration with the renowned internet sensation, Flork. Participation was effortless – individuals only needed to express their desired phrases in the comments section while placing their orders through iFood
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Role: Creative Director
It was the debut TikTok campaign in Brazil and Mexico, boasting over 60 films tailored for digital and TVC, alongside OOH and display banners. All content was exclusively sourced from the platform itself, celebrating the creators and their diverse creativity.
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Role: Creative Director / Art Director
Design project created for Facebook Latam Season, a documentary series exploring the transformative power of diversity and inclusion in Latin American businesses.
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Role: Creative Director / Art director
In Brazil there are cities where people love putting ketchup on pizza, while others absolutely despise it. It is a cultural war that divides the nation. So, when a pizza was launched in Fortnite, we saw it as the perfect chance to try to put an end to this ongoing battle.
With the help of Sharshock - one of the top Fornite pro gamers in the country - we dressed up as tomatoes, rallied the Heinz Pizza-with-Ketchup Squad and, instead of shooting at the enemies, we served them pizza.
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Role: Creative Director
If there's one thing Rio folks are renowned for, it's their distinct accent that swaps the S sound for an X, coupled with their unwavering affection for ketchup. So, in honor of Rio de Janeiro's anniversary, we embraced the local vibe by transforming "Heinz" into "Heinx," adopting the iconic accent.
We commandeered all Heinz social media avatars, dominated Copacabana and Ipanema's OOH spaces, and enlisted local content creators to amplify cariocas' pride in their accent and their devotion to ketchup.
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Role: Creative Director
Role: Art Director
Heinz aimed to establish a fresh design system for their Instagram profiles,transforming them into thumb-stopping, beautifully crafted content. The objective was to create an experience that resonates with our main audience while ensuring the brand's distinct presence through key elements like typography, color, motion and photography. This approach was intended to be more refined than that of other platforms such as Twitter, where the brand sought to adopt a more memetic aesthetic and vibe. As a result, there was a remarkable 142% increase in audience growth.
Role: Creative Director
Farm is undeniably one of Brazil's most iconic clothing brands, renowned for its vibrant spirit and innovative ethos. It has embarked on a groundbreaking sustainability initiative: the daily planting of 1000 trees aimed at restoring forest biodiversity and offsetting carbon emissions. The design project below serves as a testament to this partnership between fashion and environmental stewardship.
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Role: Creative Director / Art Director
Role: Art Director
Role: Art Director
Branding for CuboCC Method, a fully online sprint agile methodology crafted to co-create innovative and creative solutions alongside brands.
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Role: Creative Director
In sports, female legends have historically faced unjust neglect solely because of their gender. Yet, these athletes, defying norms, show incredible spirit. Their journey compels us to question established norms and create a future where gender doesn't stop greatness. ESPNW, recognizing the power of their narratives, is committed to amplifying their inspiring stories.
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Role: Art Director
Role: Photographer
Behold, a glimpse of New Delhi, India, captured in 2019. I had the privilege of joining in a volunteer program at the Arpana Caur Institute, dedicated to uplifting the lives of underprivileged women. Our endeavor encompassed imparting essential computer skills, offering English classes, and enhancing their communication prowess. Our overarching goal? To embolden them to seize employment opportunities and attain self-reliance. This endeavor not only left a lasting impact on their lives but also rippled through their families, inspiring other women to conquer challenges through education.
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Role: Photographer
Role: Photographer
Papel & Caneta (Paper & Pen) is a nonprofit collective comprised of global leaders and young people from creative agencies worldwide who are tired of waiting for change to happen in the advertising industry. When we talk about change, we're referring to transformation in how people approach social problems, as often there's a lot of discussion but little action. Paper & Pen was recognized as one of Fast Company's World Changing Ideas in 2018 and 2019.
In this project, we gathered for four days to connect with and learn from young individuals across Brazil, each entering the market with aspirations of making a meaningful impact. The goal was to create a roadmap to assist them in navigating new opportunities and overcoming challenges hindering the realization of their innovative ideas.
Named My Best Flaw, the project aimed to demonstrate to the industry that what's often perceived as a flaw can actually be a key strength and differentiator. The entire art direction followed this concept.