QuintoAndar
At QuintoAndar—a leading Brazilian real estate platform valued at $5.1 billion—I built and led the in-house Creative Team from the ground up, scaling it to 40 multidisciplinary professionals across design, copy, production and brand strategy. I defined the team’s structure, processes and creative standards, enabling a high-performing operation that served all of LATAM.
We developed a full-service model that combined internal capabilities with world-class external partners like Gut and Porto Rocha, increasing creative output while reducing turnaround. One of our most ambitious achievements was a full-scale rebranding that redefined every touchpoint of the brand—from product and marketing to employer branding and physical spaces.
Another key highlight was the seamless collaboration between the Brand and Product Design teams despite being under different leadership sharing insights across workstreams and ultimately boosting brand recognition metrics.
The results were clear:
- QuintoAndar became Top of Mind in its category for four consecutive years.
- Awarded 2 Golds at The ANDYs, a Bronze at the Effies and shortlisted at Cannes in Innovation.
- Contributed to a 25% YoY increase in brand awareness and improved customer acquisition efficiency
Stories To Live In
2021
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2022
Role:
Creative Direction
Work done @
QuintoAndar with Porto Rocha + Gut
QuintoAndar became Latin America’s largest housing platform by transforming how people rent or buy homes. By streamlining the traditionally bureaucratic real estate process, the platform made transactions more transparent and user-friendly, connecting tenants and buyers directly with property owners.
As the company evolved, QuintoAndar partnered with PORTO ROCHA to create a new brand identity that reflects its broader purpose—highlighting the emotional connections people have with their homes. The rebrand balances the company’s practical, problem-solving nature with a more human-centered perspective, brought to life through co-creation, warm photography, textured illustrations, and a flexible visual system inspired by frames.
The new identity includes a modern symbol referencing both a floor plan and an open door, an expanded color palette to reflect diverse stories, and a refined iconography for clarity. This rebrand supports QuintoAndar’s global ambitions while staying true to its mission: making homefinding easier, more empathetic, and more connected for everyone involved.
Recognition
- Effie Brazil - Bronze
Illustrations by Haley Tippmann
Photograph by Lorena Dini
Production companies: Barry Company, Myama and Stink
Directed by Breno Moreira, Urso Morto and Squarehead
Following the rebrand, QuintoAndar took its renewed identity to the next level with “Histórias para Morar” (“Stories to Live In”) — a strategic campaign designed to deepen emotional resonance and shift perception beyond transactions. Where previous efforts focused on the functionality of the platform, this campaign placed human stories at the center, showcasing the moments and memories that turn a house into a home.
The strategy was grounded in a powerful insight: a home has the potential to transform a person’s life. It’s not just about four walls—it’s where people grow, heal, dream, and start over. By focusing on real, relatable stories, the campaign highlighted how a new home can mark the beginning of a new chapter—emotionally, personally, and even generationally.
“Histórias para Morar” brought the new brand platform to life, reinforcing QuintoAndar’s purpose while strengthening its emotional connection with users. It positioned the brand not just as a proptech leader, but as a trusted partner in helping people find not just a place to live, but a place to build a better future.
Mosquito vs Mosquito
2023
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Role:
Creative Direction
Work done @
QuintoAndar with Gut
When marketing creates solutions — not just stories.
In the midst of a dengue outbreak in São Paulo, QuintoAndar partnered with biotech firm Oxitec to release genetically modified mosquitoes that reduce disease transmission. Instead of just raising awareness, the brand actively contributed to the solution positioning safer housing as a public health issue.
The campaign, created with GUT, brought this to life through a playful spoof of an action movie: two giant mosquitoes fighting inside a low-quality apartment. It turned a scientific solution into entertaining, culturally relevant content that elevated both brand and impact.
"Mosquito vs. Mosquito" shows how creative teams can go beyond messaging—helping shape new products, partnerships, and solutions that build brand value and real-world change. The campaign was shortlisted at Cannes Lions and awarded at the ANDYs, proving that marketing can be a driver of innovation, not just a megaphone for it.
Recognition
- Andy Awards - Gold (Idea)
- Andy Awards - Gold (Reset)
Production company: SugarCane
Directed by Igor Selingarde
Calma
2023
–
Role:
Creative Direction
Work done @
QuintoAndar
Following the acquisition of the Navent Group, Grupo QuintoAndar faced the challenge of unifying multiple real estate brands across Latin America while respecting local nuances. Branding teams collaborated to develop a flexible “fix & flex” platform establishing a consistent regional identity while allowing space for local adaptation.
Grounded in the insight that home-searching is a life-defining decision, the new brand personality is bold, optimistic, and approachable. A clear, witty tone helps users feel supported and confident throughout their journey.
This strategy came to life in Calma, QuintoAndar’s first regional campaign, launched in 2023. For the first time, brands like Zonaprop (Argentina), Inmuebles24 (Mexico), Adondevivir (Peru), and Plusvalía (Ecuador) joined forces under a shared creative and media effort.
The campaign addressed the emotional highs and lows of finding a home—offering reassurance that, despite the stress, the ideal place is out there. Aired across TV, digital, and OOH, Calma also marked the public debut of the unified visual identity across all markets.
Illustrations by Raul Aguiar
Production company: Primo
Directed by Wacho
Building on the foundation of the new brand platform, QuintoAndar Group launched its first unified regional campaign in 2023 — “Calma.” This marked a major milestone: for the first time, the group’s classifieds brands across Latin America Zonaprop (Argentina), Inmuebles24 (Mexico), Adondevivir (Peru), and Plusvalía (Ecuador) — joined forces under one cohesive communications strategy.
Rooted in the emotional reality of home searching, the campaign aimed to deliver a reassuring message: despite the anxiety, fear, and excitement that come with the process, your ideal home is out there—and it’s closer than you think. “Calma” positioned the brands as calm, trustworthy partners during one of life’s most intense decisions, reinforcing the idea that users could move forward with confidence.
The campaign was activated across TV, digital, and out-of-home channels, and also served as a vehicle to roll out the rebrand across all markets. Visually and tonally aligned, the effort brought consistency to the Group’s presence throughout the region—turning a complex multi-market structure into a single, unified voice built on local understanding and shared purpose.
Innovations to Live In
2025
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Role:
Creative Direction
Work done @
QuintoAndar
Under the slogan “Busque como você imagina” ("Search the way you imagine"), QuintoAndar’s campaign introduces a new AI-powered search tool that allows users to describe what they’re looking for either by typing or talking and finds matching homes based on both written criteria and image recognition.
Rather than just showcasing product features, the campaign frames innovation as an experience. It emphasizes that cutting-edge tech like natural language input and machine learning–driven tag matching translates directly into a user-friendly, intuitive journey.
The campaign extended across 30″ and 15″ cutdowns, digital and radio spots, OOH placements, Spotify playlists, and podcasts. All touchpoints reinforced this vision of effortless, imaginative search
Production company: Immigrant, directed by Pedro Alvarenga
Following the launch of its AI-powered search campaign “Busque como você imagina,” QuintoAndar took its message beyond digital—turning technology into tangible experience. From January 31 to February 2, the company transformed the foyer of the iconic Oscar Niemeyer Auditorium into a free, immersive exhibition open to the public.
Titled “Inovações para Morar” (“Innovations for Living”), the experience invited visitors to explore the intersection of tech, data and human emotion through four themed rooms:
- Histórias Pessoais sobre o Lar, with intimate real-life accounts of how homes shape lives
- Visões Personalizadas da Casa dos Sonhos, where guests described their dream homes and saw them projected in real time
- Dados e Descobertas, showcasing behavioral insights through interactive data and 360° projections
- Evolução da Jornada de Moradia, a visual timeline of how tech has transformed the housing journey
By turning abstract digital solutions into a narrative-driven, sensory experience, QuintoAndar reinforced its human-first innovation promise. The exhibition deepened emotional connection to the brand, blurring the lines between product, purpose, and public engagement—making innovation not just seen, but felt.
