Minhas entregas,
meu portfólio
Banco Inter - Global Account
.png)
Global
Account Inter
Inter wanted to launch the Global Account with a famous ambassador in Brazil and the United States to give credibility to the product and its differentiators: dollar account, global debit card, conversion of reais to dollars through the Super App, investments abroad and purchase of airline tickets.
A Curious Request
The CEO demanded a campaign in English, but Rodrigo Santoro, the chosen celebrity, insisted on speaking in Portuguese. After exploring several avenues, we found the right approach : start in English and turn the tables.
INSIGHT:
If the Global Account allows you to live a life abroad even while living here, why not play with English to show that, with Inter's Super App, you don't need to speak another language for your money to conquer the world?
In the campaign “Your Global Life is Inter”, Santoro appears simultaneously as an authority figure in global living and as a character capable of laughing at and challenging advertising logic, inviting the public to live a global life in a simple way.
In the film, Santoro begins by reading a text in English, in a behind-the-scenes setting, until he interrupts himself and comments to the director: "Come here: I don't think I need to speak English, right?" From there, he explains in Portuguese that, with Inter, it's possible to have a complete global account.
The idea transforms a briefing requirement into a creative resource. Instead of using English to appear global, the campaign shows that being global has become simple enough to be said in Portuguese.
My deliveries, my portfolio
Banco Inter - Search, which Intershop has.
The concept
Inter isn't called a Super App for nothing. Within a single ecosystem, the brand brings together different solutions for financial life, and among them is Inter Shop: a complete shopping platform with a variety of products, major brands, and benefits for customers.
The challenge of the campaign was to transform all that strength of
E-commerce in a simple, popular, and easy-to-remember message.
Instead of focusing solely on product quantity or features, we chose a lighter, more humorous approach, bringing Inter Shop closer to the language of retail and people's daily lives. That's how the concept was born: "The search that Inter Shop has."
Search that Inter Shop has.
A straightforward phrase that conveys the main message we wanted to build: when it comes to shopping, it's worth checking Inter Shop first, because what you're looking for is probably there.
And to give personality to this message, Rafael Portugal was the perfect choice. His spontaneous humor, his ability to communicate with different audiences, and his popular presence helped transform a commercial message into entertainment, naturally reinforcing the scope and variety of Inter Shop.
More than just promoting an e-commerce platform, the campaign helped to support a broader brand positioning: demonstrating, in practice, why Inter can be... called a Super App.
-2-2_gif.gif)
The campaign featured a wide variety of creative materials, developed for different formats, channels, and stages of the customer journey. In addition to campaign videos, broadcast on paid media and traditional channels, we produced content specifically designed to generate conversation , entertainment, and engagement on social media.
The strategy also went beyond communication: we created activation campaigns that brought the audience closer to the brand and transformed the campaign into an experience. With an integrated presence across media, content, and activations, we broadened the reach of the message and strengthened Inter Shop's brand awareness .
My deliveries, my portfolio
Bet Casino -
Everyone will play.
.png)
The concept
While still at Ana Gaming, owner of the Bet7K, Casino Bet and Vera Bet brands, I led the creation of one of the most ambitious campaigns of the period: "Now everyone will play".
The concept originated from a reinterpretation of " Agamamou ," a song immortalized by the group Art Popular and deeply ingrained in the Brazilian popular imagination. Based on this reference, we built a campaign that transformed a recognizable song into a proprietary, light, and memorable communication platform.
The goal was to broaden perceptions about the world of betting and digital entertainment, showing that, with responsibility , different audiences could find an experience connected to their own interests: whether in football, martial arts, casino games, or other modalities available on the platform.
To bring this idea to life, the campaign heavily emphasized Brazilian identity and brought together personalities capable of representing different aspects of our culture. Edílson Capetinha, Edmundo, and Letícia Esteves embodied the national passion for football. Wanderlei Silva represented the strength and relevance of Brazilian martial arts. MauMauZK and Balestrin connected the campaign to digital culture, creators, and the contemporary way new audiences consume entertainment.
The result was a campaign with a strong Brazilian identity, built to be popular without sacrificing aesthetic quality, connecting music, sports, entertainment, digital culture, and advertising around a simple and highly memorable concept: Now everyone will play.
My deliveries, my portfolio
Sicoob - Pare.
The concept
The STOP campaign
It arose from a simple question: why continue accepting banking relationships marked by high fees, debt, and little proximity to the customer?
To showcase the Sicoob way of doing things, we constructed a narrative that contrasted this reality with a more just, approachable, and cooperative financial institution.
The concept demonstrated that Sicoob offers the structure, products, and services found in large banks, but with a different way of relating to people: placing the member at the center of the relationship.
The creative idea gained even more traction with the song "Pare," immortalized in the voices of Zezé Di Camargo & Luciano.
The song became the starting point for a popular, emotional, and immediately recognizable message, reinterpreting the word "stop" as an invitation: stop accepting conditions that don't make sense and discover a fairer way to manage your finances.
More than just promoting products, the campaign sought to translate into simple language one of the main differentiators of financial cooperatives: offering competitive solutions without replicating the logic of traditional banks.
My deliveries, my portfolio
Banco Inter - Inter has.
The context
Inter needed to increase its popularity and strengthen brand awareness. To accelerate this movement, they brought in Ivete Sangalo as one of their main communication assets.
Our mission was to transform this partnership into something bigger than a celebrity campaign: we needed to get Ivete to communicate, in a simple and accessible way, the essence of Inter's value proposition. The starting point was precisely what differentiates the brand:
Inter simplifies life because it brings together everything you need in a single app .
It was from this concept that “Inter Tem” was born, a campaign that used Ivete's charisma, strength, and enormous popular appeal to showcase the breadth of the Inter ecosystem.
A light, direct, and memorable way.
The partnership also took on new dimensions. To make a topic traditionally perceived as complex more accessible, we created Invest Sangalo, a segment that used Ivete's accessible and humorous language to talk about investments and help bring the financial world closer to people.
More than just using a celebrity, the challenge was to build a communication platform capable of uniting branding, product, and financial education under a single idea: at Inter, simplifying means having everything in one place.
My deliveries, my portfolio
Bet7k - A 7 to be reckoned with.
O conceito
The campaign puts Hulk's power at the service of 7K's personality . More than just using a big name in football, the idea was to transform attributes naturally associated with the athlete, such as strength, intensity, focus, and presence, into codes of the brand itself.
Hulk is no longer just the protagonist of the communication; he becomes the embodiment of 7K's attitude: an intense, competitive brand linked to football and made for those who enjoy the thrill of the game.
The partnership between 7K and Hulk is part of the brand's strategy to use football personalities as ambassadors and expand its presence in that market.
My deliveries, my portfolio
Start Bet - Giving life
to a brand
In June 2025, Start was acquired by a new group of entrepreneurs. At that time, a brand existed, but virtually no consolidated branding assets.
The challenge was greater than simply redesigning a visual identity. It was necessary to give Start personality, relevance , and meaning.
It was from this point that I began to lead a complete reconstruction of the brand, transforming an operation with virtually no presence into one of the most iconic identities in the Brazilian iGaming market: the purple house of Brazil.
We build each
Start details.
Positioning, value proposition, tone of voice, personality, archetypes, visual codes, art direction, color palette, typography, graphic universe, proprietary illustrations, motion graphics, photography, editing, promotional communication, and brand experience. Nothing was treated as an isolated element.
Everything needed to fit together.
of the same system.
Purple ceased to be just a color and began to function as a symbol of recognition. The illustrations gained their own language. The texts found a more direct, fun, and approachable tone.
The art direction created patterns that make a piece recognizable as Start even before reading the logo.
This ecosystem has expanded from small content platforms to CRM and...
social media and large campaigns
Communication, activations, media, performance, influencers, and projects that reached consumers in different regions of Brazil.
_WEB_gif.gif)
And there was another important component to this project: the entire construction was done 100% in-house.
Strategy, creation, branding, content, audiovisual, campaigns, and rollout were all developed internally by teams I led, allowing for speed of execution without compromising brand consistency.
In this case study, you'll see a bit of that process: how we built Start's identity, how we developed its color palette, its universe of proprietary illustrations, its editing language, its visual codes, its campaigns, and the details that helped transform a practically dormant brand into one with its own personality.
My deliveries, my portfolio
Inter Bank -
Orange Nation
In 2022, as Inter advanced in its internationalization process, the company reached the milestone of 20 million customers, more than the population of countries like Portugal, Uruguay, or Sweden. And what if Inter showed the whole world what makes it a true orange nation?
Thus, "Orange Nation" was born, a creative concept that embodies Inter's way of being: a global, modern people, ready for the future. A people who are tired of the obvious, who seek freedom beyond borders and want to grow by doing what is right. Every nation has its flag, its passport, a typical drink, and its fashion. We created all these elements in a campaign full of meaning. Check it out!
In 2022, as Inter advanced in its internationalization process, the company reached the milestone of 20 million customers, more than the population of countries like Portugal, Uruguay, or Sweden. And what if Inter showed the whole world what makes it a true orange nation?
Thus was born the “Orange Nation” , a campaign concept that unfolds on several fronts, beginning with the manifesto film , made especially for social media, which showed this population as a true nation, vibrant and connected.
The film uses powerful images and an engaging soundtrack to convey the strength and identity of the orange people. The creative work translates the Inter way of being: a global, modern people, ready for the future. A people who are tired of the obvious, who seek freedom beyond borders and want to grow by doing what is right. Every nation has its flag, its passport, a typical drink, and its fashion. We created all these elements in a campaign full of meaning . Check it out!
Every nation has
your passport.
We created the Orange Passport: a physical and digital symbol that embodied Inter's global spirit and the sense of belonging of a community that knows no borders. More than just a communication tool, it became an invitation to be part of something bigger: and to go even further with Inter.
The concept gained even more traction during one of the most important moments in the brand's history: the migration of B3 shares to Nasdaq in the United States. To mark this new phase, we took the color orange to the heart of New York and occupied Times Square in a major brand presence campaign.
It was the realization of an idea we had been developing: Inter crossed borders and definitively had its Orange Passport stamped for the United States.
Every nation has its own fashion.
We created the Orange Nation collection.
The Orange Nation has launched an exclusive clothing line, featuring prints and designs inspired by the energy, diversity, and creativity that are part of the Inter universe.
More than just clothing, we created an extension of the brand: a collection designed to transform the feeling of belonging to the Orange Nation into style, attitude, and identity.
Featuring different styles, prints, and proprietary details, the collection was made available at Inter Shop, allowing customers throughout Brazil to access the pieces. The line also reached physical retail outlets, with sales at Nephew stores, expanding the brand's presence beyond the digital environment and bringing Inter to the streets.
Every nation has its signature drink. We created the Orange Drink.
The quintessential Inter drink that translates the spirit of Orange Nation into flavor. Refreshing, authentic, and full of attitude. The drink has become a symbol of celebration and unity, further strengthening the bond between customers and the brand.
We even created the flag for the Orange Nation. Thus, the campaign presented Inter not only as a financial company, but as a true global community that celebrates freedom, diversity, and the future. Orange Nation is more than a campaign: it's an invitation for everyone to be part of this unique way of living and growing together.
My deliveries, my portfolio
Start Bet - Responsible Gaming
In the final of the Minas Gerais State Championship between Atlético Mineiro and Cruzeiro, we transformed one of the most sought-after spaces in sports advertising into a message of responsibility. As an official sponsor of the competition, Start Bet could have used the fieldside advertising boards to encourage betting. We chose to do the opposite.
During the match, messages such as "Don't gamble today" and "Are your bills not paid? Prioritize the right thing" filled the stadium and put responsible gambling at the center of the conversation.
The concept “Prioritize the right thing” was also present on the official interview backdrop, extending the message to broadcasts, press, and social media.
More than just fulfilling a regulatory obligation, the campaign transformed responsible gaming into brand positioning.
In a market accustomed to stimulating consumption, Start used its biggest showcase to remind people that gambling should always be entertainment: never a priority.
An unprecedented initiative in that context, which showed that responsibility can also be built with creativity, courage, and purpose.
My deliveries, my portfolio
Adidas - New Cruzeiro jersey
Reclaim
before selling
Cruzeiro was experiencing one of the most delicate moments in its history. After being relegated to Série B, the relationship between the club and its fans was strained, just as a new partnership with Adidas was beginning.
The challenge went far beyond launching a jersey: before presenting a new uniform, it was necessary to rebuild the connection with those who never stopped wearing Cruzeiro's colors.
Therefore, we created a campaign divided into three acts. First, we piqued curiosity with a teaser , preparing the ground for the arrival of adidas without turning the launch into a simple commercial action.
185 fans
Next, we sought out those who embodied the essence of that relationship: we identified 185 fans who were present at Cruzeiro's games even during the campaign that ended with relegation.
Some of them were surprised at home with the new jersey, personally delivered by Raul Plassmann, one of the greatest idols in the club's history. More than just revealing the uniform, the film recognized those who stood by Cruzeiro when it was most difficult to remain.
The manifesto
The delivery paved the way for the third act: a manifesto about belonging, passion, and the certainty that a century-old history is greater than any bad moment. The new jersey ceased to be just a symbol of a partnership and became the beginning of a new chapter. We transformed a launch that could have happened amidst rejection into a movement of reconciliation between club and fans.
The result was historic: the campaign culminated in a record number of Cruzeiro shirt sales to date, showing that, before asking fans to wear the shirt again, it was necessary to show that the club also recognized those who never stopped wearing it.
My deliveries, my portfolio
Banco Inter - Entrepreneurship is about Overcoming
Concept
Entrepreneurship is about overcoming challenges.
But overcome what? Overcome the fees, the debts, the bureaucracy, the difficult days, the exhaustion, and even the fear of failure.
Starting a business in Brazil requires much more than a good idea. It demands resilience to persevere when money is tight, courage to make decisions without any guarantees, and a willingness to start over every day.
The numbers help to put this challenge into perspective. In a survey by IBGE (Brazilian Institute of Geography and Statistics) that tracked companies founded in 2016, only 43% were still active five years later. More than just a statistic, this data reveals the magnitude of the journey faced by those who decide to build their own business.
It was from this reality that
The concept for the film was born.
MONUMENT OF COURAGE
Starting a business requires initiative. Keeping it open requires courage.
Starting a business in Brazil means facing bureaucracy, taxes, fees, uncertainties, bills, competition, and a routine that often tests the limits of those who have decided to turn an idea into a business every day. And the numbers show the magnitude of this challenge. According to IBGE (Brazilian Institute of Geography and Statistics), of the companies opened in 2016, only 43% were still in operation five years later.
It was by looking at this reality that we created the Monument to Courage.
An intervention in Praça XV, in the center of Rio de Janeiro, created to honor Inter Empresas clients who had crossed this symbolic five-year milestone.
Instead of erecting a monument to great personalities or historical events, we decided to honor the people who are part of Brazil's history every day: the entrepreneurs who remain standing.
