Heineken
For two years, I worked on Heineken’s global platforms, including the UEFA Champions League sponsorship and the "When You Drive, Never Drink" responsible consumption campaign. I contributed to the development of integrated, globally scalable creative that balanced brand storytelling with purpose-driven messaging.
Building on that global experience, I helped launch and shape the WPP hub for Heineken brands in Brazil, where I continued to drive creative excellence across multiple touchpoints. The hub delivered integrated campaigns for both global and local brands, including Amstel, Sol, Devassa, and Schin.
For Devassa, a local brand in need of a fresh, contemporary identity, we created the 'Tropical' platform rooted in Brazil’s unique take on creativity: a bold, irreverent attitude that challenges tradition and reimagines the classics through a modern, urban lens.
Better Together
2019
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Role:
Creative Direction (social), Art Direction (TVC)
Work done @
Publicis Milano
UEFA Champions League matches happen midweek when fans often watch at home, alone, and beer consumption drops. For Heineken, a major sponsor and beer brand, this meant finding a way to reignite social viewing rituals during the most anti-social part of the week.
Heineken’s “Better Together” reframed weekday matches as a reason to connect, not isolate. The hero film starring Thierry Henry — humorously showed the emptiness of watching alone, ending with the insight:
“Even the best matches are better together.” The campaign spanned film, digital, and on-trade activations, encouraging people to watch together, go out midweek, and choose Heineken as the beer of football. By tapping into fan emotion and solving a real behavioral challenge, the brand not only drove relevance—it reshaped drinking habits during Champions League nights.
Production company: Iconoclast, directed by Megaforce
Drink Responsibly
2019
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Role:
Art Direction
Work done @
Publicis Milano
Heineken addressed the global issue of drink-driving by launching a hard-hitting campaign that brought visibility to the real consequences—not just abstract warnings. Rather than “responsible drinking,” the focus was on eliminating drinking when driving altogether, which research shows to be more effective in changing behavior.
Production company: Iconoclast, directed by Megaforce
Devassa Brasil Pandeiro Mix Tropical
2020
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Role:
Creative Direction
Work done @
HNK Lab + Grey
Devassa reimagined the classic “Brasil Pandeiro” in a music video-style brand film, shot in Salvador. The video showcases IZA as a powerful central figure while featuring real Brazilian creatives — dancers, graffiti artists and cultural influencers — who embody the brand’s message of “tropical creativity.”
By using the music video format, Devassa was able to engage audiences emotionally and culturally, creating a campaign that felt more like a piece of pop culture than an ad. It resonated especially with younger, diverse audiences and helped reposition the brand with authenticity and rhythm—generating over a million views and wide social sharing.
The campaign signaled a deeper repositioning of Devassa—embracing “tropical creativity” with cultural authenticity. With strong resonance on YouTube and social media (over 1.2 million views), it connected with diverse audiences and reaffirmed the brand’s Brazilian roots.
Production company: Stink, directed by Douglas Bernardt
Tropical Tour
2021
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Role:
Creative Direction
Work done @
HNK Lab + Atenas
In June 2021, during the height of the pandemic, Devassa partnered with IZA to launch her single “Gueto” through a bold and culturally resonant virtual concert. More than just a livestream, the performance was projected in real time across walls and buildings throughout Brazil, transforming public spaces into open-air stages and bringing the music directly to the communities that inspired it.
Filmed live in Rio de Janeiro and streamed on Devassa’s Instagram, the concert became a shared experience at a time when people were physically distant. It was part of the brand’s “Criatividade Tropical: abre as portas para o gueto” platform, which aims to spotlight and uplift creative expression from Brazil’s peripheral neighborhoods.
By combining technology, music and public art, the campaign positioned Devassa not just as a beer brand, but as a cultural enabler amplifying Black and local talent, and reinforcing its commitment to Brazil’s diverse creative identity.
