Stella Artois
Uncomfortable Food




According to data, 96% of home kitchens in Brazil are led by women,
while only 7% of award-winning restaurants are run by them
(IBGE / Chefs Pencil).






This disparity caught the attention of Stella Artois, which, in partnership with chefs from all over Brazil, launched a menu that transforms the discomforts experienced by women in gastronomy into original dishes


“Uncomfortable Food”: an initiative to take gastronomy out of the comfort zone.


We have used "comfort food" to highlight this social issue through "Uncomfortable Food", a term that reflects the barriers they face.

Renowned chefs from across the country came together to bring this gastronomic experience to life – each dish is a reflection of the current gastronomy scenario and an invitation to change, focusing on three main pillars: visibility, recognition, and training.


During an exclusive dinner event, the chefs presented their creations, showcasing how essential uncomfortable foods can be.



The launch dinner, where the menu was unveiled, was a huge success.



In addition to the expanded menu, which could be tried in differents parts of Brazil, other delightful dishes were also created.




The movement spread even further: our chefs were spotted all over the country, demonstrating that the present of gastronomy is female.






The gods of food are different, huh?



@soko.cx
CW: Júlia Calais, Igor Moura
AD: Tiago Pinheiro, Beatriz Sotero, Henry Kage

CEO/CCO: Felipe Simi
ECD: Rafael Ziggy
Group CD: Erick Mendonça
CD: Nayara Lima, Gabriela Moura

my role: concept, copywriting







Stella Artois
StartHer




Helena Rizzo is the only female chef in Brazil with a Michelin Star -
but we want her to be one of many.







In pursuit of this goal, Stella Artois has introduced StartHer: a campaign
that initiates new female chefs on the starter menus of Michelin-starred restaurants.



StartHer promotes the start of new female chefs on the starter menus of Michelin-starred restaurants, highlighting and advocating for women's presence in
haute cuisine.



We used the brand's track record of building relationships with top restaurants and its negotiation power to promote the inclusion of more women in the most renowned kitchens. And we made our move at the exact moment the Michelin inspectors were in the country to evaluate the restaurants.


This campaign wants to encourage professional kitchens to increasingly allow women to work with them. And to do this, renowned restaurants in São Paulo received entries signed by chefs from across the country, providing recognition and productive inclusion to women.
Behind every success story there is some support that is not always known. In the gastronomic world, women are not always given the leading role - until now.



What about start to see them shine even brighter?


@soko.cx
CW:
Júlia Calais, Igor Moura, Maria Fiuza
AD:
Patrícia Kano, Henry Kage, Beatriz Sotero

CEO/CCO:
Felipe Simi
CCO:
Rafael Ziggy
ECD: Erick Mendonça, Marina Cota, Rafael Alves
CD:
Isabela Marangoni

my role: concept, copywriting






Vult - O Boticário
Bem-Vinda




The process of discovering female beauty extends beyond looking in the mirror.
Far from the stereotypes created about what is "beautiful", beauty for many women reveals itself during various moments in life, when reflecting on their emotional baggage, journeys, scars, desires and unique traits.






In parallel with this, makeup, which once served as an imposition reinforcing unattainable standards, has now become a true tool and choice for those seeking
to enhance their features and express themselves to the world.


"Bem-Vinda" (Welcome) goes into this process. It's an advertising piece by Vult that came to life in the portrayal of Isabel Teixeira, a talented actress known for her role
as Maria Bruaca in the highly successful Pantanal, remaked in Brazil.

In her first campaign, Isabel feels the process of self-discovery through beauty.

In a poetic way, the 70-second film captures the symbolic scene of this moment of self-encounter, involving the mirror and makeup.

Isabel walks up to a dressing table as the song "Bem-Vinda", created specifically for the campaign and performed by the renowned singer Cida Moreira, sets the tone.
The original song takes us into an intimate and contemplative moment, bridging the actress's life with that of many other women.

"Bem-Vinda" was so well-received that the lyrics were made available on various platforms for the audience to follow along.

      
     
    
This project arrives at a time of significant cultural excitement surrounding Isabel, who has solidified her presence in the Brazilian television drama landscape.


The outcome? Within 48 hours, the campaign registered over 49% of the estimated impact for the entire campaign.
Additionally, there was a remarkable 571% increase in views on YouTube within the first 24 hours.

The campaign achieved 20M impacts (74% higher than the 2022 goal) and a growth of over 768% in organic views on Instagram.




  
     
The campaign reinforces Vult's new positioning, "Voa, que o mundo é seu" (Fly, the world is yours), focusing on the power of this message about connection and discovery, reinforcing in the concept of female empowerment that the brand embodies.
 
 

"Bem-Vinda", therefore, speaks to the freedom to believe in one's own power, transforming women through makeup.



@soko.cx
CW: Júlia Calais

CEO/CCO: Felipe Simi

my role: concept, copywriting, music composition, voice direction






Piraquê
A Cidade da Bolacha




Original recipes. Of original cookies. Wait. Cookies?
In most parts of Brazil, a cookie is called "biscoito". But not in São Paulo:
here, people call it "bolacha".

All the cookie packages in Brazil read biscoito. That's why people from
São Paulo have always heard that bolacha doesn't exist
. How can we
change that?
 





To celebrate São Paulo's city anniversary, Piraquê, a brazilian cookie brand whose tagline is "A receita é ser original" (the recipe is to be original), gave the city's population one of their greatest originals.

For the first time in history, biscoito has turned into... bolacha.


After all, São Paulo is the City of Bolacha and deserves this original gift.
To make it even more impactful, we created a film that celebrates the city and announces the bolacha


Supla, an original singer from São Paulo, was the voice of it.
How it happened?
@SuplaOriginal kick off the movement by launching his personalized bolacha



After that, the movement gained even more strength with other big names from São Paulo customizing their packages.

On January 25, the action was completed by launched Piraquê's bolacha package and film.
          
            The silhouette of the state, which is a signature of the city's sidewalks,
            was also brought to the identity of the packaging, which has the term
            bolacha written.

          
Celebrities then posted the new package on their social media.

@NegraLi

@MajuTrindade

@SuplaOriginal

@TuristandoSP
@RodrigoMocoto

    @LucasXaparral
       
    @JohnnyKleiin
   
@SampaDicas



Piraquê showed that an original cookie can be called bolacha.
Happy Birthday, SP!



@lewlaratbwa
CW: Júlia Calais, Gabriel Marra, Pedro H Santos
AD: Thiago Fernandes, Gabriela Gonzalez

ECD: Sleyman Khodor
CD: Rodrigo da Matta 
Content CD: Felipe Pimentel

my role: concept, copywriting, voiceover direction






MIADO Clothing
Personal Project




Miado is an authorial clothing brand
created to bring personality, fun and definitely no criteria. And we are different because we are real:
in the video and photos you'll see our friends, in their own styles and with what they really believe


The authorial collection, named WTF (What the Fuck), brings FishMariaPatomanocu and CatChup as art and concept.



                       
    

We definitely like to make noise! So, the Noisy Collection comes with everything to make the winter hotter :)






How about a hoodie SUPER comfortable? With the Melted emoji positioned in a strategic place on the back we guarantee: you will rock.




I'm sorry for the quiet ones, but what we really like is to make noise. That's why the Making Noise hoodie comes with details on the chest and on both sleeves.
                     

The collection 90's Kid brings the childhood that all of us from the 90's still have inside us (with our hint of madness, of course).
With the phrases "Cool Kids Never Die", "90's kid" and "Forever Young", we sold our shirts out within 24 hours of launch.

Cool Kids Never Die it's an authorial t-shirt, made for those want to have charm.


With the vibe of the 90s, we know that we will be cool kids forever.

           
This Smells Like Teen Spirit t-shirt, huh? It's just that age doesn't matter:
if you have style, you'll be cool forever.

 
      
Forever Young t-shirt, inspired by the famous band from the 90's, brings all the joviality and personality of those who know they will be young forever.


    

Were you born in the 90s? So do we! That's why we decided to celebrate the eternal childhood of the 90's children who live in us. Inspired by this decade's video game, we created a t-shirt that has everything to do with who loves games (who didn't do?). Cheers!



The Weird Colletcion believes that everyone has a weird side. So we've launched this strangely stylish for people who knows (and likes) it.
Butterflies and their delicacies. No, wait! This one has a little detail on the wing that only those who are more or less delicate will get it.

As Miado's supreme cat would say, the world will end in alien. Before it's gone, we've created the t-shirt that works in every situation - even at the end of the world.

This t-shirt is for all who wants more:
more holidays, more sleep until noon, more beer and more money to pay bills.


Brazilcore is a cool, limited and authorial collection for those who want to celebrate Brazilian style with a lot of fun ;)


Our soccer cat is hitting the goal just right.


If you have this t-shirt, a great goal will happen.

   
   
Whoever buys this shirt, will be lucky for Brazil.

  


The name Miado (Meow) was inspired by the sarcasm and selectivity of felines, who have a unique personality and humor.
Our logo is a dog wearing glasses and meowing, because Miado is this: no sense at all. And the dog's hands changes because Miado is also fun and welcoming.



In other words, Miado is for everyone who wants irony, style and authenticity in everyday life.
Miado is a brand for humans that seeks to do more than fashion: but make fun.


Do you want to know more about Miado? Check it out here or shop it now :)




@usemiado

my role: entrepreneur, creative direction, concept, creative, copywriting, strategy