Hi, I'm Wil.
Head of Art | Creative Director
(Re)Thinking content is my thing.
For years now, I’ve been leading major digital content projects, re-imagining brand voices and creating impactful ways to bring cultural relevance. I believe that brands should not only be perceived as conversational, they should actually become the conversation in the digital world.
Because, let’s be honest, that’s the only world there is.
NEW WORK *
NEW WORK *
Like when we put on a Cow’s Reality Show with influencer Manu Gavassi. And it was a smash-hit.
TODDY® Real Official Contest.
In order to create an even stronger connection between TODDY®️ and GenZ, we made up a reality show to choose the lucky Cow that would take over all the brand's social networks.
For this, we tapped on the popularity of an influencer who had just nailed how to become the nº1 face of Big Brother Brazil’s 2020 edition: Manu Gavassi. We came up with the concept, format, narrative, the entire content strategy, plus a whole safe production strategy in the middle of a pandemic and, on top of all that, an influencer strategy to connect the reality show with social media. We encouraged second-screen behavior and a genuine cow fandom actually happened. Could there be a more relevant KPI than that? We created amazing characters that sparked genuine love and hate. All of this with amazing visuals and a super lean production.
The reality show was a smash hit on TODDY®️ networks, generating record engagement and taking the brand's networks to a whole new level. Now, a cow creates content for TODDY®️ in her room, just like teenage creators do IRL.
And we’ve earned the trust of Jack Daniel's® to create a Global campaign in Brazil from scratch, instead of just replicating it.
Jack & Coke 2020.
For a long time all of JACK DANIEL'S® assets and campaigns were imported, and just localized for Brazil. But, after a long and hard work creating and producing several campaigns for Jack Honey and Jack BBQ, developing content strategies with narratives and formats well aligned to the Brazilian context, and wrapping it up in an impeccable production, we won the trust of Jack Daniel's® enough to be in charge of the entire global Jack & Coke campaign concept and production in Brazil. The results were even better than in previous years.
FANTA® Chat-2-Get.
For the launch of FANTA® Guaraná we needed that as many people as possible would try it, and find out how good it was. Basically, it was all about giving away LOTS of FANTA® for free. No frills.
We just took advantage of something very simple that people were organically doing on Facebook: Sharing events by tagging their friends there, inviting them to hang out. It was already a thing, we just jumped in and used it to our advantage.
Through friendly and fun bots, we distributed coupons good for FANTA® Guaraná for free at McDonald’s restaurants. Everyone who got them would share more coupons by tagging friends “to hang out”. It was worth tagging friends, crushes, and whoever else they wanted, thus organically scaling the distribution of online coupons and turning this stunt into Coca-Cola Company's largest sampling platform ever until then.
It worked in the easiest possible way! In addition to the sampling success, the huge brand engagement brought an incredible amount of awareness when the product was finally launched.
And then there was that time when we built the largest digital sampling platform ever, starting from an organic audience’s behavior. That was a HIT.
IPANEMA® Sempre Nova
Sempre Nova has always been the most important campaign of the year for Ipanema, and it was usually a very traditional one. But it was our turn now and we wanted to do it differently: We wanted to make an impact both off and online.
In Brazil, if you think about someone who’s a real showstopper, one name comes to mind: Anitta. So, we brought her on.
We turned the launch of the new positioning and concept of the Sempre Nova line into a hit song by Anitta, with its own music video and all. The backbeat of the track was recorded using sandals, we created the lyrics and the whole concept, and Anitta loved it all! She recorded it, danced to it and enjoyed it. Social media reacted just like they would have done to any new Anitta video: There were remixes, memes, versions of the song and video made by the public, and Ipanema was always present. It was in the beat itself, in everyone’s hands and and on everyone’s feet.
The success of the campaign was enormous, with incredible sales results for the company and huge online engagement by the public. Ipanema had become pop culture from head to toe.
And, then, we managed to make the main campaign of a traditional brand become a video by Brazil’s biggest popstar, Anitta. Guess what? It was a hit.
We blew up “rude” tweets in real time. And we made it. Yes, again.
NETFLIX® Michael Bay Day
For the launch of 6 Underground, an action movie by Michael Bay for Netflix, we merged two things you can undoubtedly count on:
(1) Whatever Michael Bay touches, ends up in an explosion;
(2) People love to complain about everything on the internet.
So we made the launching day into Michael Bay Day: All day long, we picked the most annoying and inappropriate complaints tweeted at Netfilx and blew them up. Like, literally. With bombs. In an abandoned shed. And in real time.
The action was a big success in terms of engagement, with all kinds of tweets being blown up – with commentary – and bringing huge awareness to the film in a fun and impactful way.
And we took the most amazing road trip following the Olympic Torch with Brazil’s biggest Youtubers (and a Bear).
COCA-COLA®️ On the Road with the Torch.
In 2016, teenagers couldn’t care less about the upcoming Olympics Games in Rio. Our goal was to get them involved, and actually excited about it. So, we turned the Games into something irresistible for them too! We put together a pool of the biggest teen youtubers at the time, and started an adventurous road trip across Brazil following the Olympic Torch, and finally arriving in Rio de Janeiro, where the games would take place. All of this was broadcasted on Coca-Cola’s social media profiles, on the influencers' profiles and on The Bear’s. Who’s the Bear? That was Coca-Cola’s brand mascot, already known and loved by the public, whom we rebranded and turned into a digital influencer, just like the super team we gathered for this trip. The Bear has such an impact on the teen audience that his own channels outnumbered Pepsi’s ones. Our months-long adventure worked out so well, that Coca-Cola was the top of mind brand amongst young people during the games, their engagement numbers beat records, and the whole campaign was a hit. Once in Rio, we started a daily coverage of the games, through an operation in Real Time, guaranteeing the teenagers’ engagement with the 2016 Olympic Games throughout the whole event.
Talking about hands-on, from concept to the set.
As Head of Art, in addition to thinking and creating impactful narratives, content and activation strategies at a conceptual level, I get completely hands-on involved in the pre-production process, figuring out possible solutions and formats that make productions come to life with the highest level of craft, and achieving the most impactful results.
When in the studio, I make sure to participate in every single step of the filming dynamics, interacting, co-creating and co-directing with producers, influencers, creators and videomakers.
And that's not everything!
Write me and I can tell you more 😉.
wil.343@gmail.com