The poster that turns book readers into book listeners.

People read books and listen to music on the streets on a daily basis.

With that in mind, we thought of a different approach to introduce them to the audiobooks category.
The strategy was to transform book readers into book listeners through a creative idea enhanced by an Android-based technology.

At first sight, a musical score. At a closer look, the lines were replaced by the entire book, word by word.

We carefully chose the ideal typography to put the whole content of the book in a single poster.
We evaluated kerning, tracking and size of the lowercase letters so that the reading experience would not be compromised.

Devassa is a fun, bold and unpretentious Brazilian beer.

From its brand conception, its POS to its films and activations,
I worked in all stages of every job and every campaign.

A teaser movie instigated consumers' curiosity for a mysterious blonde.

The launching movie revealed that the mysterious blonde was Paris Hilton featuring Devassa beer.

Even the holiest celebrity of Brazil came forward to show her Devassa side.

The unexpected happens in the campaign movies: Sandy shows her Devassa side and invites everyone to show theirs off, too.

A more sophisticated approach to communicating affordable housing.

We created a modular campaign that showed the different assets of MRV's SmartCidade in a more sophisticated way,
where each location had a film adapted to the characteristics of the project.

A media campaign that included clever placement of panels and OOH in metro stations and around the project.

No one imagined that in 15 years so things would be so different.

That's why we created a campaign that showed how we've got used to evolution
and how we often don't even remember how difficult things used to be.

Along with regional campaigns that show in numbers everything that CCR has done in the four corners of the country.

How much is it worth the effort of an entire life?

Every high performance athlete of the world has something in common: they started from scratch.

And everything they've earned like recognition, records, fame, glory and money, they've conquered with a lot of sweat.

But how much does all this effort worth?

You can’t believe everything you read.

On August 13th 2014, a plane crash killed the presidential candidate Eduardo Campos, changing the course of the elections in Brazil.

But also changed the life of Jucelino da Luz, a clairvoyant who said he had predicted the accident.
To prove it, he wrote his predictions on a piece of paper and registered it in a notary office.

But, he also did a second prediction: that a plane would crash in the middle of the Paulista Avenue,
the financial centre of São Paulo.

Signs took the streets and squares of big cities
to remind us how much people should value nature.

The internet, with all its instant communication, has become a vital item in our society.

Just look around you. Or rather look at you.

Being connected became synonymous with being alive. Quality of life is measured by the wi-fi signal.
And in the midst of this craving, finding a "free wifi" spot is like finding a pot of gold.

Wherever you are: at the gym, college, office, restaurants, bus stops, squares and even in bed.

We are really losing the notion of priority.
And to remember that there are other things so essential and much more scarce,
we created the "#freeO2zone".

Signs attached to trees in urban centres indicate that there is an open air spot there.
A provocation in the form of urban intervention.

instagram@FreeO2Zone

We've created Instagram and Tumblr accounts with posts encouraging users to share
#FreeO2Zone and made the art available so people could print their own posters and spread the sign.

Tendtudo Acabamentos is the fifth largest home improvement retailer in Brazil.
Our work was repositioning the brand as a specialist the consumer can always count on when renovating. The challenge was to do this in a meaningful and proprietary way with extremely low budget campaigns and avoiding the screams and splashes so typical of retail advertising.

Some random Ads over the years.

Campaign for the Education Secretary of São Paulo State Government "Vence" Program.