Description: Callejando is a city guidebook about Mexico created for Converse. The idea was executed as much handmade as possible, and this concept was kept for the activation of the project as well. Silk screen posters were produced one at a time, what made each one of them unique by this singular process and also by their own "imperfections". Callejando is a mexican slang for - street-ing -. The guidebook was all created based on the the Converse's target's point of view, who sees the streets as the hub where every aspect of their lives are connected to. And once that's the urban space where they meet and make new friends, practice sports and spend most of their days acting/reacting, the term/slang suited perfectly.

Credits: Client: Converse Year: 2013 Agency: La Comunidad Role: Associate Creative Director

 

Description: Original Penguin is a classic. And since the the 50's, when created, the number of fans has been increasing day by day. As a clothing brand, it has always focused the marketing efforts on catalogs and editorials. Communication campaigns to position and reinforce the brand essence for its target as well for the market were not in their annual marketing plans. But that has changed when, after winning the pitch to be the agency for the brand, we were able to educate them about how important a consistent communication plan was. And they got it. So the idea for the first campaign was to concentrate all the budget in the online platform, where we would tell the brand story, playing with the "confident-relaxed" mood of it in order to entertain the target. The big idea was to create a intriguing story around the first Penguin product: The Penguin Jacket. The legend was that there was only one Jacket left, but it has been missing for more than 5 decades. The search for the Jacket as well of the amazing moments it has "lived" was the content for the campaign executions. The stunt moment of the campaign happens when the Jacket is finally found. Listed among several products, it was on Ebay, described as a regular jacket available to be bought... All the content and activation strategy were digital. The executions were mainly pictures and videos that were produced to show how the Jacket had had a terrific and fun life in its golden days. Each content, regardless its format, was created to be easy consumed and shared, which decreased the campaign's dependence on conventional paid media. The campaign left a legacy for Penguin. The Jacket was added in the clothing line as a actual product and became a consistent platform for future campaigns.

Credits: Client: Original Penguin Year: 2011 Agency: La Comunidad Role: Creative

 

Description: For the 10th anniversary of the agency, the creative team decided to make something unusual. Since the two offices are some many thousand miles away from each other, the point was to send one creative from each office to meet each other in the exact half way point; in this case: the Amazon Jungle. But the fun was not only to watch the process they had to go through to get to the milestone in the middle of the way (though it already brought some adventurous and funny moments). After meeting, they had to spend some days in the jungle accomplishing some tasks that went from swimming along piranhas in the river to reshoot a classic TV commercial using only local native/talents. The tasks were shot, edited and published in the same day on the digital platform of the project.

Credits: Client: La Comunidad Year: 2011 Agency: La Comunidad Role: Concept & Film Direction

 

Description: Mentos had to launch a new product, and the idea to call the target's attention was to make Mentos Power Kiss the sponson of an unusual product that does not even exist anymore: a VHS. The VHS was a compilation of short video tutorials to learn how to kiss based on a range of kissing styles. 3 hundred real "Kissing Kama Sutra" VHS copies were put on Ebay and were sold out in only 3 days. The main campaign piece was the VHS tv commercial. Mentos was inserted in the commercial as well in the video tutorials as the main sponsor. The website created for Mentos Power Kiss also allowed the consumers to make a quiz and share on the social networks how many styles from the Kissing Kama Sutra they had already scored in their romantic lives.

Credits: Client: Mentos Year: 2009 Agency: BBH Role: Concept & Film Direction

 

Description: To communicate for the LatAm the new Converse's clothing line, the focus was to explore the awkward situations between teens and adults, the ones that everybody goes through at least once in a lifetime. In this case, moments where the adult starts with confidence but are surprised by a sharp-tongued teen.

Credits: Client: Converse Year: 2012 Agency: La Comunidad Role: Concept & Art Direction

 

Description: Original Penguin is a classic. And since the the 50's, when created, the number of fans has been increasing day by day. As a clothing brand, it has always focused the marketing efforts on catalogs and editorials. Communication campaigns to position and reinforce the brand essence for its target as well for the market were not in their annual marketing plans. But it changed when, after winning the pitch to be the agency for the brand, we were able to educate them about how important a consistent communication plan was. And they got it. So the idea for the first campaign was to concentrate all the budget in the online platform, where we would tell the brand story, playing with the "confident-relaxed" mood of it in order to entertain the target. The big idea was to create a intriguing story around the first Penguin product: The Penguin Jacket. The legend was that there was only one Jacket left, but it has been missing for more than 5 decades. The search for the Jacket as well of the amazing moments it has "lived" was the content for the campaign executions. The stunt moment of the campaign happens when the Jacket is finally found. Listed among several products, it was on Ebay, described as a regular jacket available to be bought... A special book was created to tell the story of the Jacket. The PR Kits also included products that were being sold on Ebay along with the Jacket. For each blogger that the strategic media plan listed, we prepared a themed kit according to the territory of interest of it (movies, fashion, photography, design, etc). The book was handmade and the products were all related to the vintage Jacket's story. As antiques and almost collectibles, they were really appreciated by the bloggers who received them.

Credits: Client: Converse Year: 2011 Agency: La Comunidad Role: Creative & Art Director

 

Description: Mentos had to launch a new product into the market, a pack that contained a combination of 7 different colored mints, each one in a different flavor. The campaign was based on the idea that naturally colorless things would do anything to get the colors the product provided. The ads showed the micro-universe of these color needed things, all made in real models/mock-ups, 60-inch each.

Credits: Client: Mentos Year: 2009 Agency: BBH Role: Concept & Art Direction

 

Description: In 2006, three talented friends and myself got together for an anthropological project. Our idea was to discover how music influenced subcultural groups. A lot of contacts later, we found ourselves inside really deep and unique groups: Skinheads, psychobillies, tedboys, rockabillies, punks. Our goal was to understand why they are who they are. They trusted on us and we trusted on them. The final product was a collection of pictures and texts where we could understand how important those groups are for today's fashion trends.

Credits: Client: Personal Project Year: 2006-2008 Role: Concept, research & Art Direction

 

Description: For the 2012 worldwide campaign, Converse wanted to express itself using only colors. The creative idea was almost literally what was requested: in order to create a unique language, a colorful and original 26-code-alphabet was created relating alphabet letters to color patterns. Using the Converse alphabet, the brand and the consumers were able to express their ideas using combinations of colors instead of letters. Ads, promotional materials, display windows in the stores, outdoor media... The colors became the protagonists whenever and whatever Converse wanted to express itself.

Credits: Client: Converse Year: 2012 Agency: La Comunidad Role: Creative

 

Description: Suzana is the biggest paper manufacturer in Brazil. Polen® is a premium paper produced by the Company, that is specialized in book printing regarding its off-white color that helps preventing eye fatique. The concept for the Polen® campaign was based on the idea that everything that was printed on this special paper would get a "literary aura" around. To make the idea happen, we selected contents that - by the first sight - were far way from a "classic literary" status: the tweets. After selecting the best content, a 15-book collection was created. Each book became an edition of the best tweets posted by the most relevant twitters in Brazil. "The Classics of the Brazilian Twitterature" were available to purchase in the main bookstores throughout the country as well as online. The whole Polen® campaign (ads, media plan, activations, events) were all based on the Book Collection - after all, it itself was already the best explanation of the product and its benefits.

Credits: Client: Suzano Papers Year: 2010 Agency: Santa Clara / Nitro Role: Creative / Art Director

 

Description: The year was 2012 and I decided to make some personal experimentations with images in order to condense themes I realized were not as clear in my mind as I thought they were. To define what we like the most, what we don't tolerate in any circumstance and who we are can be at the same time the most easy and the most challenging project of our lives.

Credits: Client: Personal project Year: 2012 Role: Everything

 

Description: CUBOCC is currently the most important and relevant digital agency in Brazil. When bought by the Interpublic Group 3 years ago, the need for a new brand identity came up. To have a revolutionary and intriguing mood was a premmisse, so that it could translate the break-through and unexpected ideas/productions the agency was known for. CUBO in portuguese means cube. And after playing and des-constructing the shape, the cross appeared as the best way to reflect the agency's minimalist yet mysterious character.

Credits: Client: Cubocc(iPG Group) Year: 2008 Agency: Cubocc(iPG Group) Role: Creative Director & Designer

Description: Recio is a Company specialized in leather products for men. To create its identity, I got as the main reference that men who lived in the past, when the death and the cycles of nature were present in their daily activities - and maybe because of that, their perception about themselves were completely different from the one the contemporary men have. The relationship between men and the other animals was also interesting at that time. Some animals were seen as source of food, and despite of taking a superior position because of that, those men used to respect and feel more connected to them. Therefore, the fundamental idea for the visual identity comes from the beauty resulted of the respectful and sensible relationship between men-animal - and, maybe going further into the concept, the animal sensitive part of the men.

Credits: Client: Recio Year: 2006 Agency: La Comunidad Role: Creative / Art Director

Description: Akatu is a brazilian NPO that is active in many different areas. For its Annual Recycling Campaign, the strategy was to show society the recycling in direct and practical terms. The idea was to print messages about paper recycling on actual newspapers sheets from the day before. The message communicate was "there are something that must be recycled; some other, never." By that, it was possible to make a claim about the importance of recycling paper and also about the role of media as channels who should always be "recycling" themselves in order to get the most updated news.

Credits: Client: Akatu Year: 2006 Agency: Leo Burnett Role: Creative / Art Director

Description: ADESF is a brazilian NPO that fights against tobacco. For its Annual Campaign, the strategy was to show how each one's life is a unique and interesting story, so there would be no sense to interrupt it in advance, mainly when the cause could be prevented - like the smoking habit. The visual was based then on the "movies" aesthetic, making the connection to the idea that good and beautiful stories cannot end prematurely.

Credits: Client: ADESF Year: 2011 Agency: BBH Role: Creative / Art Director

Description: For ARCOR's LatAm campaign, the idea was to play around the "fruit freaks" concept. Surrealist ads were created in order to best show the fun connection that those people and those animals who both are naturally passionate about fruits/fruit flavored mints have.

Credits: Client: Arcor Year: 2011 Agency: Leo Burnett Role: Creative / Art Director

Description: I have never limited myself to formats which with I could explore creativity, so when the opportunity to transform an old auto body shop into a residency, I thought it would be an ideal project to get my hands dirty with - moreover if that residency would be my new home. 4 months later, after spending hours and hours designing and remodeling every inch of it, the place was not the same anymore. I had a project accomplished, a new home and some new callus on my hands.

Credits: Client: Personal project Year: 2011 Role: Architecture / Art Director

Description: Palio Weekend is the Fiat's station wagon in Brazil, targeted to the family-focused market. To create that personal relation to the product, the concept was to show how big and how much space there was inside the car if the parents allowed their kids to take it over. The result were colorful photos where a composition of children's favorite objects and toys filled up entire cars.

Credits: Client: Fiat Year: 2006 Agency: Leo Burnett Role: Creative / Art Director

 

Description: This coffee store's main concept is to invite costumers to stay and spend some time in the place, rather than only take his cup joe and go away. The visual ID had to represent this idea, so the logo was created to show how the place "hugs" you in a way that there you can't help the desire to stay there, to never leave that place again, never. Forever and ever remain there. Until you die, in an over-caffeined body, that will get rotten and turned into new coffee bean species, that will be roasted there and sold there as well, as a sustainable and organic food chain. Just kidding. Only the first line in the last paragraph is true, sure. Or not, who knows.

Credits: Client: Stay Year: 2013 Agency: Freelance Role: Creative Director / Designer

Description: The experience of having attended Burning Man gets close to the experience of visiting another planet. The environment is different; things and people are intentionally spontaneously different from the normal(ility); the time, the lights, the scales, the values... Everything is out of perspective. There is no reference. So our bodies become the only reference and filter of what is happening around. Due to the desert sand storms, I spent the most part of the time using snowboard goggles. The one I got had yellow colored lens (originally to work better in a snow environment), so all the memories I have are all washed in this yellowish filter. And that's what I had in mind when working on the pictures I took that week: to achieve the same optical/sensorial aesthetic of the images I can retrieve and see in my head.

Credits: Client: Personal Project Year: 2011 Role: Photographer

 

Description: Callejando is a city guidebook about Mexico created for Converse. Callejando is a mexican slang for • street-ing •. The guidebook was all created based on the the Converse's target's point of view, who sees the streets as the hub where every aspect of their lives are connected to. And once that's the urban space where they meet and make new friends, practice sports and spend most of their days acting/reacting, the term/slang suited perfectly. The number of guidebooks that needed to be done was 150, and each one was made by hand. The idea was to represent (by the content and also by the format) the two sides of the current Mexican culture: where the "old, traditional and artisinal" meets the "modern and young".

Credits: Client: Converse Year: 2013 Agency: La Comunidad Role: Associate Creative Director