Role: Creative Director, Writer
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Excess sugar consumption by children is a gigantic problem in the US. It is a key driver to serious diseases, such as child obesity and diabetes. To make matters worse, added sugar is in most packaged foods, but it goes by over 150 obscure names.
The thing is, health literacy isn’t exactly kids' favorite topic, so how do we raise awareness about the issue and drive behavior change without boring them to death?
To fight big sugar, we created a Lil Sugar.
We launched an integrated campaign that, paired with school partnerships and online events, is steadily laying its foundations in key communities across the US, gradually becoming an effective, cost-free tool to teach health literacy.
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https://lil-sugar.com/
Recognition:
Cannes Lions UN Health Grand Prix For Good 2022
Cannes Gold Lion
Cannes Silver Lion
Cannes Lions 5x Shortlist
D&AD 2022 Graphite Pencil
One Show 2022 Gold Pencil
One Show 2022 Silver Pencil
CLIO, 2x Bronze
CLIO Health 3x Gold
CLIO Health 6x Silver
Grand LIA - Health & Wellness Craft 2022
LIA Health 4x Gold
LIA Outdoor Bronze
El Ojo de Iberoamérica, Gold
New York Festivals Health, 3x Gold
New York Festival Health, Silver
Role: Creative Director, Writer
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How do you possibly cast for the role of a preterm baby that overcomes a life-threatening condition to become a strong and healthy kid?
Fate.
Gabriel’s father happened to be a film director documenting his wife’s pregnancy.
While Gabriel fought for his life in the NICU, his father kept documenting every moment of his son’s struggle, not knowing if those would be the only memories of him.
5 years and thousands of hours of footage later, we have a story that is as miraculous as it is commonplace.
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Recognition:
The One Show 2022, Merit
CLIO Health, 2x Bronze 2021
Telly Awards, Gold
Telly Awards, Silver
Telly Awards, Bronze
Role: Creative Director, Writer
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Generalized Pustular Psoriasis (GPP) is a rare skin condition, but it’s potentially deadly. Because it’s so rare, Dermatologists are not used to managing it.
This leaves GPP patients feeling completely misunderstood and left behind, and that adds an emotional toll to their already severe physical symptoms.
Boehringer Ingelheim partnered with internationally renowned fashion designer Bart Hess, whose work includes designs for Lady Gaga, to teach Dermatologists about the devastating nature of GPP. The Unwearable Collection, a fashion collection inspired by real patients’ experiences with the disease.
The end result is a stunning clothing line no one would dare to wear, but those with GPP have no choice.
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Recognition:
Cannes Lions, Bronze
Cannes Lions, 5x Shortlist
Art Directors Club, Gold
Art Directors Club, Silver
The One Show, 3x Silver
GRAND LIA - Pharma Craft 2022
LIA Pharma, 3x Gold
LIA Pharma, Silver
LIA Pharma, 2x Bronze
CLIO, Gold
CLIO, Silver
CLIO Health, 3x Gold
CLIO Health, 2x Silver
CLIO Health, Bronze
New York Festival Health, 3x Gold
New York Festival Health, 2x Silver
El Ojo de Iberoamérica, Silver
El Ojo de Iberoamérica, Bronze
Role: Creative
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On the eve of completing 60 years and just after launching a pioneering technology capable of ultra deep oil extraction, Petrobras deserved more than an anniversary campaign.
We created a historical event that would help Brazilians to connect emotionally to a technological breakthrough and understand what it actually means to the country and themselves.
As pioneers do, Petrobras would plant Brazil’s flag at the depths of the ocean, around the pre-salt region. The entire anniversary campaign was built around this symbolic feat, with TV films, print, OOH and internet exclusive content, announcing our expedition and inviting all Brazilians to write messages of hope to the future so we could plant them along with the flag.
51.000 people sent us their messages of hope. They are there even now, inside a time capsule, waiting for future explorers to open it in 2023.
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Recognition:
El Ojo Finalist
ABP (Brazilian Advertising Association), Grand Prix – Media
ABP (Brazilian Advertising Association), Gold – Media
Role: Creative
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Cartola F.C. is Brazil's biggest online fantasy soccer game. Its 3 million players are crazy about two things: lining up their teams for the matches and using GIFs to prank their friends during matches. So, how could we make these fanatics sign up for the premium version? By empowering them on their digital communities, offering a premium form of pranking. Enter the Handcrafted GIFs, a unique form of content, tailor-made for players that migrated to the premium version, designed to enhance their pranksters status and that helped to sell the game itself. To launch the Handcrafted GIFs, we created a campaign on TV and social media.
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Recognition:
Shorty Awards 2018 - Audience Honors
Role: Creative
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Live transformation of tv programs’ ending credits into media.
People watch tv while using their smartphones and tablets. So how could TV Globo keep their audiences tuned after its programs ended? By redirecting them to related-content sites, through the very second screens viewers held in their hands.
To do that, we hacked several programs' ending credits, showing them that the content they just watched was also available in one of Globo’s sites.
Results were staggering: a 13-day campaign with 80 million people impacted nationwide and peaking traffic at the websites moments after the hacks happened. No matter which screen, our content was on.
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Recognition:
CLIO Entertainment, Gold
Promax BDA Global, Silver - Innovation
Promax BDA Latam, Bronze - Innovation
Role: Creative
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The Globo Play on-demand App had a whopping 10 million downloads in its debut year. Let’s do a fun TV spot to celebrate.
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Recognition
PROMAX Latam, Gold
Role: Creative
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Every single ad person in Brazil obviously knows about Cannes Lions, CLIO, The One Show and pretty much every other award.
Everybody else in Brazil, which amounts to about 220 million people? They have no idea and they couldn’t care less.
Actually, there’s one exception: the only advertising award that every Brazilian knows and admires: Profissionais Do Ano, TV Globo’s Advertising Award.
Role: Creative
Role: Creative
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TV Globo became Rio 2016 Olympic Games’ official broadcast channel. That called for an epic coverage of the event. So, the channel assembled a legendary team of commentators, every single one of them an Olympic champion.
The TV spot celebrates the “Golden Team” as the national source of pride they already were and welcomes them as the opinion leaders they were about to become.
