ONE THING LEADS TO ANOTHER
///FIAT DOBLO
///ROLE: CONCEPT+ART DIRECTION
Fiat was launching the new Doblò, a versatile vehicle known for its spacious interior and capacity to carry up to seven people or seemingly anything else. Our challenge was to visually and interactively communicate this boundless utility, showing that the Doblò wasn't just big, it was a vehicle for endless possibilities.
We developed the core concept: "One thing leads to another, and the New Doblò leads to everything." This tagline perfectly encapsulated the idea that with the Doblò, every journey, every activity, and every imagination could be accommodated. But how do you demonstrate "everything" in a single campaign?
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Our solution was a pioneering interactive live-stream experience. We invited people to access a dedicated website
and complete the sentence: "____ leads to ____". Their imaginative responses, which envisioned all sorts of unlikely items or groups of people being transported, were then fed live to a team of artists. In real-time, these artists would draw the user-generated concepts directly onto a physical New Doblò, streamed live for everyone to watch.
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It was, in essence, an early, analog version of Midjourney. We empowered the audience to virtually "fill" the Doblò with their wildest ideas, creating a dynamic, engaging, and highly personalized demonstration of the car's incredible capacity. We literally brought people's imaginations to life on the vehicle itself, proving that the New Fiat Doblò truly leads to everything they could dream of.
ORGASM DAY
///DNTRO
///ROLE: CONCEPT+ART DIRECTION+CREATIVE DIRECTION
DNTRO is a brand of herbal supplements, with a key product designed to boost libido. For Orgasm Day, our challenge was to promote this sensitive topic in a public, clever, and buzzworthy way, completely avoiding the clinical or vulgar clichés of the category.
We found our inspiration in a classic piece of São Paulo's urban landscape: the ubiquitous, low-fi "I'll bring your love back" posters from local mystics. We decided to "hack" this familiar and iconic format to talk about a different kind of lost love: lost libido. We subverted the classic promise, creating cheeky, provocative headlines like "I'll bring your horniness back" and "I'll bring the love back to your bed".
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We launched a series of illustrated, unbranded posters. Each featured a provocative illustration and one catchy headline. There was no brand logo, only a single, intriguing call to action: a QR code. This element of mystery was crucial, prompting curious passersby to scan the code to uncover the source of these bold promises.
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Upon scanning, people were taken to a special landing page, revealing DNTRO as the brand behind the campaign and offering exclusive discounts on its products.
SINUBERASE OLYMPICS
///SINUBERASE MEXICO
///ROLE: CONCEPT+ART DIRECTION+CREATIVE DIRECTION
Sinuberase by Sanofi is a probiotic supplement that acts as your ally in digestive health, relieving symptoms of colitis like pain, inflammation, and gas.
For the Paris 2024 Olympics, we faced a unique cultural moment in Mexico: for the first time in years, the highly beloved men's national soccer team had failed to qualify. This left a void for a nation of passionate fans who live and breathe the emotional rollercoaster of soccer.
We tapped into a humorous truth: while Mexican fans are known for their exaggerated, passionate reactions during soccer matches, it's hard to imagine them screaming with the same intensity for a badminton or water polo preliminary.
Any fan showing that level of pain during the Olympics must be suffering from something else entirely.
This insight led to our creative idea: a campaign featuring fans with the classic, pained expressions of soccer agony. At first glance, they seem to be suffering through a tense Olympic moment. But text clarifies the true source of their pain: digestive issues like colitis. The headline "Upset about the water polo preliminaries" would transform into "Upset about colitis".
To bring this vision to life quickly and cost-effectively, we generated a wide range of hyper-realistic fan expressions using Artificial Intelligence, bypassing a complex and expensive photoshoot.
SANOFI SOCIAL CONTENT
///SOCIAL CONTENT
///ROLE: CREATIVE DIRECTION
For two years, I served as the Creative Lead for the organic Instagram content of 13 of Sanofi's leading consumer healthcare brands in Brazil and Mexico, including giants like Dorflex, Novalgina, Allegra and Enterogermina. The core challenge was to transform traditionally conservative pharmaceutical brands into relevant, engaging, and humanized voices in the fast-paced world of social media.
My creative strategy was to move beyond static, product-focused posts and embrace a reactive, trend-driven approach. We focused on "edutainment", translating dense, often complex educational health content into fun, provocative, and highly shareable formats. By tapping into real-time cultural moments,
memes, and platform trends, we could talk about everything from pain relief to digestive health in a way that felt native to the feed.
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Under my leadership, the creative team consistently developed provocative and timely content that not only captured attention but also provided genuine value. We successfully navigated the complexities of a highly regulated industry to build authentic communities around each brand. This approach didn't just boost engagement; it modernized the brands' personalities, establishing them as trusted, approachable, and culturally relevant resources for health and wellness.
Here are a few highlights of that work:
We created AI-generated songs for each Sanofi brand aligning each with a music genre that resonated with its specific target audience. Using social listening, we gathered the most frequent questions and concerns, then crafted lyrics to be both informative and entertaining.
The campaign’s Engagement Rate by Reach (ERR) soared: Aderogyl reached 19%, Histiacil hit 58%, and Sinuberase achieved 11%.
To intersect a massive cultural moment with the world of consumer health, we harnessed the power of generative AI to authentically place Sanofi's diverse brands into the vibrant, pink-hued universe of the Barbie movie. The challenge was to create a series of visually arresting posts that felt both native to the trend and true to each product's identity.
By leveraging sophisticated AI models, we were able to conceptualize and execute a campaign that seamlessly blended the iconic Barbie aesthetic with the unique narratives of brands ranging from allergy relief to digestive health, transforming complex product benefits into accessible, pop-culture-infused storytelling.
Our strategic challenge was to make the conversation around intestinal health both engaging and educational for a younger audience. We found the perfect vehicle in a burgeoning TikTok trend: influencers imitating NPCs. We seized this opportunity to create a campaign for Sanofi's Dulcolax and Enterogermina, personifying their product benefits as live NPC characters.
These characters would mechanically repeat actions symbolizing digestive discomfort, only breaking their loops to show relief and wellness in response to viewer interactions, effectively gamifying the educational message in a format native to the platform.
INFLATED
///SINUBERASE
///ROLE: CONCEPT+CREATIVE DIRECTION
For many people who suffer from digestive issues, the problem is immediate and visceral. Our campaign was born from a powerful insight: for them, even the mere sight of certain fast foods can trigger that familiar, uncomfortable feeling of bloating. Digestive health is often compromised by the fast food we eat in our busy lives.
Our creative idea was to visually represent this specific sensation. What if the food itself looked the way it makes you feel? This led to the Inflated campaign, where we took an internal feeling and made it external, tangible, and impossible to ignore.
We created a series of striking digital ads featuring Mexico's most iconic fast-food items: a Big Mac, a bucket of KFC, a street hot dog... But we reimagined them as if they were inflatable, puffed-up balloons. The image is instant, simple, and universally understood as a stand-in for the feeling of being bloated.
The visuals were paired with a direct and relatable headline: "¿Una mirada y ya te inflamaste?" (One look and you're already bloated?). The campaign effectively captured the target audience's unique experience, turning a complex physical feeling into a simple, powerful visual metaphor and positioning Sinuberase as the immediate solution.
KUUL COLOR
///HENKEL
///ROLE: CONCEPT+CREATIVE DIRECTION
Our challenge was to launch the Mexican hair color brand Küül into the highly competitive Brazilian market. This required more than a simple translation; it demanded a complete strategic and creative repositioning to connect with a new, culturally distinct Gen Z audience.
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A crucial part of this localization was the brand's name itself. Fearing the pronunciation of "Küül" had an unfortunate association with the Portuguese bad word, the client decided to change it to Kiwi.
To capture the vibrant energy of both the brand's extensive color palette and its target audience, we anchored the new visual identity in the Hyperpop aesthetic > an explosion of digital-native color and energy. From this, we developed the brand's new persona, its tone of voice, and the core campaign concept: #MeuEstiloKiwi. This hashtag was designed to be a flexible and empowering platform where every young person can freely express themselves, reinforcing that style is an extension of who they truly are.​
MAKE A LONG STORY SHORT
///DIA
///ROLE: CONCEPT+ART DIRECTION
To show how practical and convenient DIA's food products are, we came up with a simple idea: "Make a long story short." We took classic fairy tales and showed how a DIA product could have resolved the plot in seconds.
The witch in Hansel and Gretel offers a ready-made lasagna, and the prince in Sleeping Beauty uses extra-strong coffee instead of a kiss. This witty campaign used a classic illustration style to humorously prove that with DIA, any long story can be cut short.
