Consumer & Culture
This body of work showcases my range as a creative leader across consumer brands and culturally driven platforms.
It reflects versatility in tone, channel, and audience, as well as the ability to build brand relevance in fast-moving, competitive environments.
Agency: Artplan_Role: ECD
For World Water Day, the brand created an audio experience that disguised real water leaks as relaxing water sounds. After inviting people to unwind, the audio revealed that what they had heard was actually the sound of wasted water from leaks across Brazilian cities, exposing the scale of daily water loss and urging audiences not to relax when it comes to waste reinforcing the brand’s commitment to sustainability and its solution to reduce water loss.
Agency: Fbiz/WPP_Role: ECD
The idea partnered O Estado de S. Paulo (Estadão) with Motorola to reinvent photojournalism by having reporters use the Moto Z with Hasselblad True Zoom instead of traditional cameras, proving that a smartphone could deliver professional quality journalism while placing the brand at the center of the news experience.
Agency: Artplan_Role: ECD
During the pandemic, when travel was impossible and tourism was deeply impacted, Hotels.com found a way to bring the feeling of travel back to people’s homes. Inspired by the emotion of saudade the longing for what we miss the brand launched a limited edition of home sprays with fragrances inspired by iconic hotel moments, like coffee in bed, sea views, room service, and hotel lobbies. Instead of inviting people to travel, Hotels.com took the trip to them, using scent as a sensory bridge to reconnect guests with the small details they missed most, while reinforcing empathy, brand closeness, and the promise of future travel.
Agency: Artplan_Role: ECD
Life Brings Life is Cobasi’s biggest campaign ever, celebrating how pets and plants transform everyday life. As Brazil’s leading pet and garden retailer, Cobasi brought to the forefront the powerful, often life-changing relationships people build with animals and plants connections that bring care, purpose, and new meaning to our lives.
Agency: Artplan_Role: ECD
DETRAN – Inexcusable Labels The most common excuses heard at DUI checkpoints are always the same and just as absurd. To expose this, we printed these classic justifications directly on drink labels in participating bars, turning every bottle into an unavoidable reminder that when it comes to drinking and driving, no excuse works.
Agency: Leo Burnett TailorMade_Role: ECD
