I don’t believe in ATL, BTL, Digital, or Social.
I believe in ideas. I believe in creativity that solves real problems based on human insights. Rather than consumers, we are people.
A brand's challenge can be solved with a $1MM commercial or the smallest of activation.
It's not about the size of budget, but how far an idea can spread.
minimalism
MINImalism – a feature communication built from the iconic MINI logo’s wings. We turn those stripes into versatile design elements to communicate the new features and assistants, as simplistic and iconic as the car itself. The stripes taken from the logo’s wings showcase the car’s new features and assistants – from Adaptive LED Headlights to Park Distance Control – and allow us to build functions and surroundings in a surprising but simple way. This new design language is used across different outdoor and indoor channels where the iconic elements are instantly recognized –creating true MINImalism, as simple and timeless as the car itself.
bmw museum of sound
BMW has doubled down on its promise of a more sustainable future by committing to deliver 25 electrified models on road by 2023. Die-hard fans however, have mixed feelings about this transition because they will miss the roaring sounds of the BMW M combustion engine. How could we ease our primary customer base into an entirely new era, while still giving them a chance to hold on to what they love most about our current generation of cars.
We invited BMW M owners for a unique opportunity to immortalize the sounds of their cars forever. The throaty roars of their engines were recorded on location at Dubai Autodrome and turned into NFTs with unique art renditions to pair with the audio. This collection titled BMW Museum of Sound was launched on opensea.io, the largest peer to peer NFT marketplace to be preserved forever, creating perpetual value and nostalgia for owners and fans.
bmw forwardism comes home
‘Forwardism Comes Home’ was a campaign to present the new 7 Series, BMW’s flagship and most luxurious sedan. The film follows metal birds through the most iconic landscapes in the Middle East to reveal the unique manufacturing story of the car – that of being the first to be made with aluminium that is sustainably sourced and locally produced using solar power. This film also announced the BMW Group’s global partnership with Emirates Global Aluminium, marking a new order of automotive excellence for a more environmentally-aware era.
distant_neighbours
The avant-garde Dubai Design District is known for global fashion, design festivals and galleries showcasing work by and up-coming designs and artists. But with the global pandemic and strict lockdowns, the visitors and energy disappeared. With no activation on ground, we took the action to Instagram.
dubai_internet_city_innovation
Dubai Internet City is the biggest tech hub of the Middle-East. As part of their brand overhaul, they approached us to create a corporate brand film that sets the tone and mood for their communication in the future. Perceived as dated, the challenge was to appeal to young entrepreneurs and up-coming startups, and most importantly show the human side of the brand. We went with a hyper-modern look with bright contrasting colours along with intriguing graphics and animated elements to give the brand a ‘with-it’ appeal. Considering it is Government run entity, this was a big leap of faith from the marketing team. The visuals transition seamlessly in harmony with the spoken words immersing the viewers, while the hi-design finish makes it extremely appealing for screens in which this is played such as events, elevators, conferences, and of course social media.
majd_and_the_librarian
In 2020 BMW decided to get into the territory of E-gaming in the region. We created a campaign to introduce and connect BMW with the game community, bringing together the BMW core brand positioning and the gaming community. Introducing: Joy of Competing
look_who's_outdoor
Saudi Arabia is on a quest to be found. It is inviting its own people to explore the hidden gems of the country and discover it in a whole new way. But Saudi locals prefer indoor comfort over outdoor adventure, with most of the youth holed up at home browsing social media. And many of the Saudi content creators are no exception, either.
We decided to deliver the message via their favourite content creators in a style they recognized all too well – with ‘Live from the Outdoors’.
For the winter season that launched this month, we invited Wabdan, a gamer, and Rahaf, a fitness trainer, to discover the outdoors with Columbia. They swapped their usual settings for something more adventurous and challenging.
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bmw joy at first sight
The eternal glow of Ramadan meets Sheer Driving Pleasure in this film t for BMW, which was inspired by a growing interest in astronomy in the Middle East, sparked by recent space advents. The Moon is a vital part of Ramadan, for only with the first sighting of a super-slim young crescent Moon— just hours after New Moon — over Mecca, the birthplace of Muhammad, can the month of Shaban cease and the month of Ramadan begin. Consequently, BMW’s Ramadan Campaign for 2021 is an ode to this mesmerizing occasion when religion and science interweave. The ad titled, ‘Joy at First Sight’ distills the collective anticipation in 1.8 Billion Muslims around the world to get a glimpse of the young crescent moon, into one cinematic journey. That being said, sighting the first moon that marks the arrival of the Holy Month is no easy task. While the official Moon Sighting Committee in Saudi Arabia determine the exact day when Ramadan begins, people keen on seeing the crescent moon with their own eyes have a better chance to do so by driving to a good vantage point outside the city limits where light pollution does not affect visibility.
bmw_e-sports
In 2020 BMW decided to get into the territory of E-gaming in the region. We created a campaign to introduce and connect BMW with the game community, bringing together the BMW core brand positioning and the gaming community. Introducing: Joy of Competing
marlboro_neuland
Marlboro was an aging brand in Middle East and to make it relevant again we needed to connect with Millennials.
People in Middle East are the biggest consumers of online content in the world, but rather than just watch, they create. Despite many restrictions, they push boundaries.
We created a platform to give tools and visibility to a Middle Eastern artist, a person who pushed his boundaries, and took his work to the next level, inspiring consumers to do the same in their lives.
marlboro_sebastian_vettel
Middle eastern’s are car fanatics, having opportunity to drive and experience car more than any other consumers in the world. We needed to create an unique experience to grab their attention.
Marlboro as a Ferrari sponsor, have access to experiences that any other brand can give, such as meeting the F-1 drivers. We created a personalized video with Sebastian Vettel. In this video, we put consumers side-by-side him, driving and experiencing all the glamour of F-1. Something that only Marlboro can provide.
marlboro_exchange_pack
With low price segment price, being at R$ 4,25 and sometimes R$ 4,75, we notice that consumers was most of the time buying those cigarettes using a R$ 5,00 bill.
The change from a R$5,00 bill was exactly the difference for a Marlboro Soft Pack.
To change the perception that Marlboro is an expensive brand, we create a super simple and cheep solution. Exchange Pack, the first change bag in the world.
Every time a consumer ask for a low price competitor brand, and pay with R$5,00 bill, the clerk give the product with the change inside our bag.
The bag encourage the consumer to use the change and instead of taking his low price brand he can switch it to Marlboro, a premium brand.
parliament_art_edition
Parliament released a unique Limited Edition Pack, based on 3 masters of art: Van Gogh, Mondrian and Kandinsky. We had to create a Consumer Engagement to promote this Limited Edition.
Consumers in the Middle East are becoming more sophisticated seeking sensational experiences in gastronomy, fashion and art.
We designed all the letters of the alphabet inspired by the style of the artists and created an Augmented Reality interaction where consumers could see their names becoming an Art Sculpture, triggered by the Parliament Limited Edition Pack.
l&m_less_smell
L&M had introduced the Less Smell feature,awith leave less smell on clothes, hands and hair of smokers. We had to promote this benefit in an emotional level.
With this benefit, consumers now can get closer to their friends and improve their social times.
We created a interactive mobile engagement around a friendly guy that was so self-conscious about how he smell that he decided to live his life in a bubble. Consumers could switch between Rami’s life with and with our L&M with Less Smell just tilting the video.
bmw_obsession
This print campaign titled ‘Obsession’ gives us a behind the scene look at the meticulous detailing that goes into the servicing of BMW automobiles. The visuals of these universal tools of measurement being double checked for their own accuracy drove home the point for our demanding clients in a clever way. The posters were placed in strategic areas within the BMW showrooms as a constant reminder of how only BMW Service gives your car the edge it deserves.
about
I was born 43 years ago in São Paulo, Brazil. Upon graduating from advertising school in the late 90s, I officially began my career in a digital agency doing animation and web design. After that, I owned my own design studio creating integrated communication for small businesses.
In 2005, I joined Leo Burnett Brazil as an art assistant on the Philip Morris account. During the next 11 years, I was part of the major changes in Brazil’s tobacco industry: the expansion of advertising ban, the new brand architecture development and the launch of new products for global and local brands. I became an art director and developed projects across all disciplines: environmental design, consumer engagement, POS design, trade marketing, internal engagement, packaging and 1-2-1 communication.
In 2016 I moved to Leo Burnett Dubai as Senior Art Director on the Philip Morris account where I worked in a bigger team and started carrying more responsibility, supervising the creative work. This move also gave me the opportunity to work on clients in different sectors ranging from FMCG and financial services, to travel and tourism, quick service restaurants, and electronics.
In 2020, was offered me a position as Creative Director at Serviceplan Middle East, were I’m now responsible, together with the ECD, for the creative delivery of the agency. Since then, I’ve been working closely to the agency management, re-designing the creative department and improving the creative skills of the team, to deliver a better and well-rounded work.
experience
Serviceplan Middle East | 2020 - current | Creative Director
The most recent challenge in my career, the job role as Creative Director, showed me a new face of advertising: Social Media. With our main clients running most of their campaigns on social media, the way that we think creativity changed, always with social media and digital at the core and sparking engagement with audience we manage to retain our clients and win new accounts with a strong social media strategy mixing always on and targeted communication for all our clients, including The BMW Group, Bridgestone, Firestone, Danone Aptamil, Dubai Internet City, Infobip and Lenovo.
Leo Burnett Dubai | 2016 - 2020 | Group Creative Leader
With a steady increase in creative responsibilities and a growing reputation, I was offered this opportunity to leverage my skills internationally. Here in Dubai, the agency and clients rely on my pursuit of creative excellence, experience in workflow management and overall leadership qualities. I continuously contribute to projects for major local and multinational clients including Bel, Meraas, Samsung, McDonald’s, Emirates Airline and Philip Morris.
Leo Burnett Tailor Made Brazil | 2005 - 2016 | Art Director
The bulk of my professional growth and experience comes from my tenure at one of the biggest agencies in Brazil. Here I developed and mastered my art direction skills, while managing and coordinating big projects for mega brands. Working on Philip Morris especially challenged me to find innovative and unexpected solutions for different business problems.
Faoza Studio | 2002 - 2005 | Creative Director
After working as an employee, I decided to, start my own business once more, this time opening a design studio. We offered high-quality design solutions to small clients who could not afford big agencies. This provided me with experience in all aspects of the communication business, since I took on the roles of client service, planner and coffee guy on top of being the Creative Director.
Primo Comunicação | 1999 - 2002 | Flash animator
This is where I officially started my career. My role involved developing and creating flash animated websites, banners and multimedia presentations for multiple clients. This gave me the opportunity to learn coding and also animation.
awards
BMW Museum of Sound
MINImalism
Lynx 2022 - 1 Gold | 1 Silver | 10 Shortlist
Cannes Lions 2021 - 1 Gold | 2 Bronze | 3 Shortlists
Lynx 2022 - 1 Gold | 1 Silver | 6 Shortlist
LIA 2021 - 4 Silver | 2 Bronze
Eurobest 2021 - 12 Shortlist
Comm Awards 2021 - 4 Gold | 1 Silver | 1 Bronze
Loeries 2021 - 1 Gold | 1 Silver | 4 Shortlist
Andy Awards 2022 - Shortlist
Eyes on the Road
Loeries 2020 - 1 Silver | 1 Bronze | 5 Shortlist
Distant Neighbours
Lynx 2022 - 1 Bronze | 1 Shortlist
Loeries 2021 - 1 Bronze | 1 Shortlist
BMW Joy at First Sight
Loeries 2021 - Shortlist
Innovation Dubai Internet City
Loeries 2021 - Shortlist
BMW Obsession
Loeries 2021 - Shortlist
Majd and the Librarian
Lynx 2022 - Bronze - Shortlist
Andy Awards 2022 - Shortlist