#EscolhaJogarComElas
While the Brazilian National Soccer Team was already raising its third World Cup trophy, female soccer only made pages for the newspapers on the police columns. A decree-law, signed during the dictatorship of Estado Novo criminalized female soccer for almost 40 years, claiming it to be "an incompatible sport in regards to the conditions of female nature". Through this work, Visa, supporter of women in sports for over 20 years now, decides to bring light to a dark historic period of the country of soccer, and start a movement in support of the Female Brazilian National Soccer team for the FIFA™ Woman's World Cup 2023, inviting the entire nation to cheer as we normally would for mens.
FIFA WOMEN'S WORLD CUP 2023
ECD: Roberto Rogoski // CD: Alexandre Cherighim // AD: Raphaella Ogawa, Renato Tagliari // CW: Thay Tanure, Fábio Sá
@vmlyr brazil #mymamma
my role: Creative Art Direction and Concept
AMULETOS
FIFA WORLD CUP 2022
Galvão Bueno is the biggest sports commentator in Brazil, and watching the World Cup under his comments is a national superstition meaning that Brazil is going to win. The 2022 FIFA's World Cup would be his last one transmitted in national television, ending a 40+ years long tradition in every Brazilian household. As a way to reassure Visa clients that their payment is as safe and sure as Galvão's superstition, AMULETOS brings the concept "You can count on luck to cheer, but count on Visa to pay."
ECD: Roberto Rogoski // CD: Alexandre Cherighim // AD: Raphaella Ogawa // CW: Thay Tanure e Leonardo Barbosa
@vmlyr brazil #untitled
my role: Creative Art Direction and Concept
RESPEITA
MINHA IDENTIDADE
Doritos puts the spotlight in the transgender community and the daily struggles they've face it in Brazil, the country with the highest numbers of crimes against the LGBTQIA+. Doritos also started a petition, "Respect My Identity", against the Brazilian Federal Government, pleading to redesign the national ID card, removing "gender" placed right next to "birth name", since many transgender people feel offended and invalidated by it. Our main character is Lina Pereira, iconic transgender figure, singer, actress and part of 2022 Big Brother Brazil's cast.
ECD: Luiz Sanches, Pernil // CD: Fernando Duarte & Henrique Del Lama // AD: Renata Carignani & Raphaella Ogawa // CW: Beatriz Cottet @almapBBDO #iconoclast
my role: Creative Art Direction
DORITOS RAINBOW 2022
IDBR
SIM À IGUALDADE
RACIAL
Since 2018, the award "Sim à Igualdade Racial" (Yes to Racial Equity), an initiative of the Brazilian Identities Institute (IDBR), aims to recognize and celebrate relevant non-white entrepreneurs, companies and organizations that make a difference in light of racial equity in Brazil, investing in job opportunities, education and culture. The 2020's edition welcomed countless black and native figures, such as singer Ludmilla and activist Dijuena Tikuna. That was the same year the comitee recognized a need to rebrand and make their identity more relatable to the public, wishing to bring a more sophisticated and historical tone.
@content ogilvy brazil #globo&multishow
my role: Creative art direction, branding
2020 Awards
2izy
WHAT IF
2019 FAM
2izy is a startup made for millenials, making their need for a house cleaning services a little easier. Instead of resorting to older technologies to find a solution, 2izy offers quick, practical and safe service, so that you have more time to enjoy the finer things in life, leaving the boring ones, like dusting off your furniture, to them. Their rebranding was conducted as a project for Faculdade das Américas in 2019, alongside the tapering of their target and the attraction of a younger clientele through the use of a more dynamic language.
AD & CW: Gabriela Melo, Raphaella Ogawa @faculdadedasamericas
