creative direction
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copywriting
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concept
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strategy
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creative direction ⋆ copywriting ⋆ concept ⋆ strategy ⋆
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wear your truth
the challenge: update brand codes and pov for an ultrafeminine new eve fragrance flanker in a global campaign spanning from the uk to brazil, italy to germany, spain to bosnia, and beyond.
agency
jwt (wpp)
role
senior copywriter
screenwriter
client
avon
year
2018
how?
*
how? *
our squad crafted the entire campaign focused on developing a digital film to promote the new fragrance and a global guide for the entire campaign to ensure the other markets followed the same creative concept and quality.
the global film with eva mendes was already in the can, shot under a different concept. but when we created the new concept, wear your truth, it resonated with a broader, contemporary audience. the client was all in for a new vibe, using bits of our voiceover, recreating what was already done, and adding some slick elements from our digital video in the global tvc.
as for the script, I aimed to cook up this super-empowered sisterhood feel. stating that being your true self is the ultimate way to keep it real with those you love and look up to: your friends, your ride or dies. the client wasn't feeling the old-school vibe from the previous campaign launches, so we decided to hit refresh on the typical fragrance campaign codes with an inspiring message wrapped up in a sensory and aesthetic experience. like a whole world inside that bottle.
✦ allies move together
✦ allies move together
the initiative was specifically designed to address the daily prejudice and attacks that the LGBTQIA+ community faces in uber rides.
agency
indomita + soko
role
senior copywriter
how?
*
how? *
to kick off the campaign, we enlisted the help of one of Brazil's most prominent boxing fighters, Popó. his own son is gay, and he was eager to become an ally in the fight against discrimination. we then created a series of compelling content using Uber's data to expose and combat LGBTQIA+phobia in the ride-sharing service.
but we didn't stop there - we wanted to demonstrate uber's commitment to being an ally to the community. so we organized a PR stunt that involved reopening an exhibition from the são paulo sexual diversity museum, which had been previously closed down by a conservative government.
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no guilt, for real
👈 click on it to watch
through an innovative social strategy using be real, quem disse berenice reveals that beautiful selfies could often mask a problem: behind a smile there can be actual victims of psychological violence.
agency
w3haus + digital social
role
senior copywriter and conceptor
how?
*
how? *
be real is such a unique and distinct platform that I had to dive deep into the users' behaviour and really get a grip on the ins and outs of the content journey first.
but here's where things get interesting. right before woman's day came round, we planned to kick off our campaign with a proper bang. picture this: a different influencer taking over the brand's be real every day. each of them rocking a t-shirt with a single, eye-catching word like "love" or "strong." but hold your horses, 'cause there's more to it. if you decided to zoom in, you'd discover a hidden message. lines such as "it's not loving if it makes you feel guilty" or "you're not hard to love," for instance.
having collaborated with the creative VP in crafting the project, I subsequently passed the baton to the team for executing the plan on their channels. we unleashed a reel with an investigative creator who spilled the tea about the entire brand activation surrounding the t-shirts. and mind you, our efforts didn't cease there. we devised an extensive influencer strategy to ensure the campaign's enduring strength + a lot of PR.
and the t-shirts weren't just for effect, either. the brand has partnered up with local fashion brand, lela brandão, to create these beauties, and here's the best part: all the proceeds were channelled right back into offering therapy for victims of psychological violence.
✦pretty
anitta
it takes the smartest woman in showbiz to prove Ipanema is the savviest choice for the smartest ladies everywhere. all to the tune of a classic. our goal? to build a whole flip-flop category as a fashionable shoe for every ocasion.
for ipanema sandals
✦
agency
mutato
role
senior copywriter
screenwriter
how?
*
how? *
i've been grooving with this campaign from strategy brainstorming to dazzling the client with our 360º ideas and film. drawing from the concept "my walk, my way", we aimed to amp up the vibe of being effortlessly stylish for all occasions, tackling a real pain point for our ipanema gals – making them feel comfy from 9 to 5 and beyond, whether it's a casual stroll or a happy hour bash.
to shout out that Ipanema is the savvy pick for smart looks, we decided to celebrate a woman's unique style and mobility – respecting her lifestyle, social and economic aspects, all while letting her be "free from head to toe" - the brand positioning.
for the kickoff, we picked a classic tune that every generation of fabulous women can groove to and flipped the script. we brought in anitta, our global pop sensation, oozing confidence like no other, belting out the revamped lyrics of pretty woman, a hit by roy orbison. i wrote the script for the campaign video, an invite for women to soak in motivation and strength while staring at that mirror, owning their reflection without needing a thumbs-up from anyone else.
not just for the film, but for the rest of the campaign, anitta's not flying solo – we've got a killer squad of influencers from every niche and state of brazil, resonating with women from coast to coast.
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chivas venture
👆click on it to watch
on a creative sprint, we fully overhauled the program in brazil, aiming to make a tangible impact by removing its globally renewed competition format. our focus? empowering black Brazilian women-led businesses, fostering equity, fortifying their projects and driving genuine change for an inclusive entrepreneurial landscape.
agency
eixo
role
creative director
how?
*
how? *
over a 5-day sprint with a bunch of experts in business, strategy, comms, and impact gigs, we had the task of reworking the programme in Brazil. we wanted a fresh approach, looking at it through the eyes of innovation and generosity, to make a real difference with social impact for projects that were up and running but needed some extra cash to really take off.
we picked these "street ceos" because of their promising projects and all they could bring to the table and the real change they could make in their communities.
meanwhile, we made sure Chivas pitched in with teamwork, production, and a bit of media backing, creating a solid environment for these business women to flourish within a mentor program led by the Brazilian actress and media boss, Tais Araújo
I was in charge of steering the creative direction, making sure we had a strong, unified message throughout all strategy. this involved crafting and leading the creation of a campaign video prototype, standout visuals, and some creative ideas for social media and pr.
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her code of pleasure
click on it to watch 👉
we're not just talking the talk: we're on a mission to establish o boticário as the brand that's ready to break taboos and shine a spotlight on female pleasure, showcasing women beyond the online bubble through a talkability stunt.
client
o boticário
year
2023
agency
w3haus
role
associate creative director
how?
*
how? *
i had the pleasure of leading a mission for o boticário, after the launch of their technological sexy new fragrance, her code. no pun intended.
giving a spotlight on the deets from a think eva survey (a renowned brand research consultancy), in a photoshoot and vid featuring 3 real-life women, our goal was to serve up a fresh perspective on female pleasure. we wanted these ladies to see themselves through the lens of pure self-love and satisfaction, confronting some truths regarding brazilian women's pov on the subject. the team came up with the
concept of a boudoir shoot – a form of celebration of sensuality and a boost for female confidence, allowing these ladies to discover a sensual side of them they never met before.
through the lens of love, o boticário broke into a new territory making talks about feminine pleasure the new normal and showing off the real deal when it comes to body and female experiences. this stunt generated a lot of talk among everyday women, who saw themselves as our heroes.
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ready for everything
click on it to watch 👉
the task: reintroducing the brand to Brazilian women, who already buy maybelline makeup, but don't actually remember nor love the brand.
client
maybelline new york
year
2021/2022
agency
silva
role
content director
creative director
how?
*
how? *
imagine a brand trying to reach out to Brazilian women with campaigns that had nothing to do with their culture. that's where we stepped in. in a design sprint, a team of video experts, copywriters, strategists, and influencers came together to figure out how to make it work. we had to keep that new york fashion scene feel, while also connecting with the local perspectives, opportunities, and challenges brazilian women face every single day. it was a tough, but we rose to the occasion and i was able to craft a message that truly resonated with our target audience. the result?
a connection that feels authentic, inspiring, and uniquely brazilian, baby.
to guide further developments, they hired me to create a social guide. after the sprint, I took charge of a crucial project: developing a social guide that would take maybelline's online presence to the next level. this involved setting the tone of voice, defining content principles, creating influencer and format guides, and mapping out content territories and consumer profiles.
✦your shine
is unique
✦
the impostor cover
click on it to watch 👉
looks can be deceiving. bringing together a team of celebrities, eudora discusses the self-esteem of Brazilian women who struggle with the "impostor syndrome", present in 70% of the population.
agency
akqa
role
senior copywriter
client
eudora
year
2022
on the media
vogue brazil
abramark - the brazilian academy of marketing
propmark
forbes
+
how?
*
how? *
"I don't always feel like this unique or special person, someone who deserves a bit of a spotlight. deep down, I'm a bit wary of standing out too much." - this guided us creatively and strategically when we were cooking up this manifesto campaign, where eudora takes the stage to shine a light on what makes each woman one of a kind.
eudora's sophistication used to get labeled as a bit surface-level, tied up with flashy appearances and no purpose. we spotted a golden chance to really connect with consumers by shouting out the brand's new positioning beyond just looking good or having a killer product.
so, we cooked up this campaign that kicks off by telling the story of what makes each woman uniquely beautiful – in attitude and personality. we made it all about celebrating the brilliance of being true to yourself and your "flaws”.
in portuguese, "eu" means "me," and I had a bit of fun
playing with the "eu" of eudora but also with the different "eus" (selves) of consumers, direct sales consultants, and the products themselves.
but another manifesto? really? I don't think so! we put together this co-created advertorial with Vogue Brasil, which also produced our campaign video with 3 powerful women in brazilian media: Ivete Sangalo, Camila Queiroz, and Erika Januza, who took center stage to open up about their journey with the impostor syndrome.
we didn't stop there; we threw in some cool ideas to keep the campaign alive on the brand's social media and PR. including inserts at the annual Vogue Ball, a talk led by Brené Brown and even a full spread about the imposter syndrome on Brazilian Vogue.
oh, and the cool twist? Even though the project eventually moved on from AQKA, the brand gave me a nod to wrap up the scripts and put the finishing touches on them for the final version filmed by the magazine.
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carnamarathon
boozing just doesn't hit the spot like it used to. especially for gen z, who reckon going overboard on the drinks totally wrecks the fun. to kick off Beats' (AmBev) mindful alcohol consumption platform for the younger generation, we decided to dive headfirst into the grandest, brashest brazilian bash: carnival.
agency
akqa
role
senior copywriter
how?
*
how? *
building on the brand platform AKQA cooked up, "the moderate shall be exalted," (os moderados serão exaltados) our creative crew championed those hardcore party lovers who know how to have a blast without dealing with the fallout of going overboard.
my partner and I teamed up with another dynamic duo from the agency to whip up a killer script. alongside co-writing the script, we cooked up the concept for the film, a slick portrayal of gearing up for a marathon that turned out to be a carnival marathon.
our main character wakes up, throws on an outfit, laces up some kicks, cracks open a Beats, and hits the streets, dancing her way to the carnival parties.
on top of the film, broadcast nationwide throughout the carnival period, the brand also rolled out a cereal bar designed to take the edge off blood alcohol levels.
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let's talk social insights
becoming the ultimate beauty authority on X, it's not just about joining the conversation and staying in tune with what matters to your community. It's about crafting your own dialogue inspired and led by them. and that's what we did for O Boticário.
client
o boticário
year
2023
2024
agency
w3haus
role
associate creative director
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whether it was a meme, a cultural buzz, or a social cause, we tapped into our audience using native language they resonate with and the right formats to get their attention.
how?
*
how? *
for six months, I was trusted to lead a real-time and social insights team for O Boticário, the primary front behind generating high engagement on social media, particularly on X and instagram (reels + stories). through social listening and our daily personal content consumption, my team pinpointed key conversations aligned with O Boticario's territories, seizing every opportunity to be relevant to its audience.
beyond providing constructive feedback and facilitating the team's daily routines, I oversaw the tone of voice and the creative direction of our projects. I ensured we maintained the look and feel befitting a beauty brand, while infusing it with informative and entertaining elements—smart and a tad silly, all for the sake of fun and engagement, baby :)
the wealth of references and culturally resonant topics allowed me to share valuable insights with the other teams I led (always-on
and cycle campaigns). this helped the rest of the team grasp what worked and the triggers we needed to push across different fronts and platforms in the future.
to raise the bar I initiated a weekly call with other departments to bring more information, studies and trends to their repertoire. the planning team working on mapping out prominent behaviour and trends, and we got together with other areas (B.I, monitoring, and influencer teams). we had one hour to brainstorm larger projects with one goal: sparking conversation and relevance for the brand amid culturally significant events, such as a new reality show, the arrival of international festivals and artists, or even co-creating major projects with influencers or crafting in-house content with just an iPhone, an idea, and a dash of pure imagination.
it was, certainly, one of the best experiences I've ever had as a creative leader.