Rogo Castro

In 2012, while working at DDB NY, my team was approached by the New York City Ballet with a challenge: to attract a younger audience to their shows.

So as a way to cross-pollinate the disciplines of performing and visual arts–and their audiences–, we created the annual show Art Series, which invites contemporary artists to create a site specific work of art to be exhibited in their Lincoln Center home. Inspired by something as simple as movement, or as specific as NYCB’s history, dancers, or a piece of their world-renowned repertory, the Art Series installation is on view during the Company’s six-week winter performance period.

For the inaugural 2013 installation we invited the urban art duo of Patrick McNeil and Patrick Miller, AKA FAILE, to create original works for the art exhibition. And since then, collaborators have included JR, Dustin Yellin, Marcel Dzama, Santtu Mustonen, Jihan Zencirli AKA Geronimo, Shantell Martin, Lauren Redniss, Eva LeWitt, Drift, and David Michalek.

Recognition
Cannes 1x Silver; 1x Bronze; 6x Shortlist
NY Festivals 1x Gold; 3x Silver; 2x Bronze; 4x Shortlist
London International 1x Gold; 2x Silver; 1x Shortlist
Young Guns 2x Silver; 3x Bronze; 1x Shortlist
One Show 1x Silver; 3x Shortlist
Project Isaac 1x Silver
Clio 2x Silver
AICP Next Winner
Jay Chiat 1x Silver
ADC 2x Bronze
Effie 2x Winner; 1x Shortlist

Selected Press
”Les Ballets de FAILE puts NYC Ballet back on the cutting edge” Huffington Post;
”Artist JR shakes up the dance world with immersive new installation” VICE;
”New York City Ballet applies a surreal touch to build audiences” The New York Times;
“How New York City Ballet attracts a wider audience with vibrant art” Forbes.

Credits
When: 2013; Where: DDB NY; CCO: Matt Eastwood; ECD: Menno Kluin; CD: Sean LaBounty; AD: Joao Unzer; CW: Rogo Castro

Explore a city with locals who know it best.

Airbnb Experiences is one of the most ambitious expansions in the company’s history — a global collection of immersive, one-of-a-kind activities hosted by local experts, artists, and storytellers. From making pasta in a Roman kitchen to exploring Tokyo through the lens of a manga illustrator, these experiences go far beyond sightseeing. They connect travelers to the soul of a place — and to the people who make it unforgettable.

During my time at Airbnb, I had the opportunity to help bring this product to life. As part of the creative team, I developed a series of films that spotlighted some of the most compelling experiences in cities around the world. With no roadmap for this kind of content — and a need for a completely new visual language — we were able to help shape the tone, style, and storytelling approach for one of the most culturally iconic brands today.

Credits
When: 2025; Where: Airbnb; CEO: Brian Chesky; Global Head of Marketing: Hiroki Asai; Head of Creative: Scott Trattner & Eric Grunbaum; GCD: Kevin Butler & Ricardo Viramontes; Senior Creative Director: Kako Mendez, Curro de La Villa, Carlos Perez Botero, and Brenda Hernandez; Creative Director: Rogo Castro & Timothy Shivers.

2017 was a very divisive year all around the globe. Trump inauguration, Brexit plebiscite, immigration crisis and police brutality were just a few of the reasons—or consequences—of it.

As a way to join the conversation and help people reflect about it, Tribeca Film Festival invited its audience to see themselves in others through stories. Reminding the importance of sharing the feelings of other people, and reinforcing the fact that great movies allow us to do that.

The film 'See Yourself in Others', directed by Jared Knecht, features people from different religious, cultural, and class backgrounds, wearing a five-sided mirrored cube on their head, venturing into places where they’re typically viewed as “the other.” Onlookers who encounter them are confronted with their own reflection on the body of the other—forcing them to literally see themselves in others.

The prints, shot by Toby Coulson, are meant to represent the same experiment, but in a more graphic way. Each different execution illustrates some of the most controversial discussions nowadays, such as the refugee crisis, racism, homophobia and religious intolerance.

Selected Press
”A blockheaded social science experiment. On purpose” The New York Times
”Reasons to love New York” New York Magazine
”Tribeca Film Festival doubles down on politics” CBS
”Tribeca Film Festival forces New Yorkers to look themselves in the mirror in new empathy campaign” People

Credits
When: 2017; Where: DDB NY; North America CCO: Ari Weiss; CCO: Icaro Doria; CD: Guillermo Santaisabel & Cristina Reina; ACD: Diego Limberti & Rogo Castro

While working at Apple, I was invited to join the App Store team to help elevate its brand communication efforts and promote some of its top apps and games.

During that period I was able to add a small contribution to one of Apple’s most iconic and successful campaign platforms, the ‘Shot on iPhone’.

In this execution, we worked on the first ever collaboration in between Marcom, App Store and the team at Media Arts Lab, creating a campaign that promoted both the iPhone photo and editing capabilities, and App Store’s vast photo apps catalogue as well.

Selected Press
”Apple’s latest ‘Shot on iPhone’ ad highlights the device’s editing capabilities” AdAge

Credits
When: 2020; Where: Apple; Global GCD: Hector Muelas; GCD: Christopher Trumbull; CD: Luke Harris & Kevin Tenglin; ACD: Tony Tung & Rogo Castro; Designer: Sera Lee; Photographers: Stephen McMennamy, Raphael Obiri-Yaw, Vanessa Rivera, Amelie Satzger, Nikita Mamonov, & Prince Gyasi.

As a gift to NYC, during the sunrise of September 12 2013, 12 years after 9/11, we released New Beginnings, a film featuring a New York City Ballet performance that took place on top of the 4 World Trade Center, one of the buildings that had to be rebuilt after the attacks.

NYCB Principal Dancers, Maria Kowroski and Ask la Cour, performed “After the Rain”, a Christopher Wheeldon choreography, to music of Arvo Pärt, built around the idea of rebirth, with the dancers standing up, picking each other up and lifting themselves up.

They start the dance as two, representing the Twin Towers, and finish as one taller and single piece, symbolizing the new One World Trade Center.

Recognitions
One Show 1x Bronze
NY Festivals 1x Finalist
Young Guns 1x Silver; 2x Bronze
AdWeek Watch 1x Gold

Selected Press
”The only 9/11 ad to ever get it right” Buzzfeed
”NYC Ballet’s sunrise dance on 4 World Trade Center is mesmerizing, will make you cry” Huffington Post
”New York City Ballet’s poignant tribute to ‘New Beginnings’ after 9/11” NY Daily News
”See the New York City Ballet’s remarkable film that quietly and beautifully honors 9/11” AdWeek
”New York City Ballet principals dance in 9/11 commemorative film shot at World Trade Center” Forbes 

Credits
When: 2013; Where: DDB NY; CCO: Matt Eastwood; ECD: Menno Kluin; AD: Joao Unzer; CW: Rogo de Castro

Out of all benefits dancing can bring to us, making us feel happier is probably one of the most important ones. So we used Facebook’s massive platform to celebrate it, and its power to make us connect, belong, and feel truly accepted.

And we did it by collaborating with one of FB’s biggest Group in the dancing community–Dance Accepts Everyone. In a story about people sharing themselves through dance, and inspiring each other to reach new places within themselves.

Produced by Iconoclast; Directed by 2021 Sundance Short Film Grand Jury Prize Winner Akinola Davies Jr.; Cut by Arianna Tomasettig and Lucas Moesch; And song ‘O.M.G.’ by Sampa the Great.

Selected Press
”Film promotes how diverse groups can connect on Facebook” AdWeek.

Credits
When: 2021; Where: Wieden+Kennedy Portland; CD: Susan Hoffman & Felipe Ribeiro; AD&CW: Daniel Soares; AD&CW: Rogo Castro.

Before internet and social media gave people a platform to share their ideas, the t-shirt was the way to express yourself – if you had something to say, you’d say it on a t-shirt.

In times of so many online protests, Opening Ceremony wanted to pay homage to the cotton tee, and remind people of its history of ‘offline’ self-expression and activism, in ‘The Most Powerful Tee’ campaign.

Recognizing that the tee holds an iconic place in fashion history, this collaboration with Cotton celebrated the timeless medium by releasing a limited-edition shirt that came with a marker, only so you could speak your mind up.

The short doc-style film, directed by Daniel Soares, and the photo series shot by Cristelle de Castro, feature a group of activists and influencers, wearing TMPT with messages that speak to causes true to their hearts.

Selected Press
”Express yourself with The Most Powerful Tee” Hypebeast

Credits
When: 2018; Where: DDB NY; North America CCO: Ari Weiss; CCO: Lisa Topol & Derek Barnes; GCD: Cassandra Anderson; CD: Paulo Junger & Rogo Castro

Titled "Thoughts", this New York Lottery brand campaign, is rooted in the insight that money and finances are two things we think about quite frequently. And once freed from those burdens, it allows us the opportunity to let our mind wander.

Each vintage-style OOH ad, illustrated by Ray Oranges, depicts people in a different, luxury, setting thinking about something completely trivial.

The campaign also encouraged people to share their thoughts on social network, making the hashtag #NYLotteryThoughts quite popular on Twitter.

Recognition
Cannes 1x Silver
Clio 2x Silver; 2x Bronze
London International 1x Gold; 1x Silver; 1x Bronze; 2x Finalist
One Show 2x Shortlist
NY Festivals 4x Shortlist
Andy 6x Winner

Selected Press
New York Times; Creativity; BestAds;

Credits
When: 2014; Where: DDB NY; CCO: Matt Eastwood; ECD: Menno Kluin; GCD: Rich Sharp & Mike Sullivan; ACD: Aron Fried & Carlos Wigle; AD: Joao Unzer; CW: Rogo de Castro

Designed with you in mind

Created to become your most personal smartphone, Pixel 6a gives you more of what you want—including the Material You design UX that lets you personalize the look and feel of it; Real Tone technology, focused on accurately representing the nuances of all skin tones; also Speech Recognition, Magic Eraser, Night Stand, and many other updates that let you make your Google phone truly yours.

So to bring all these different features to life, we crafted a film that feels deeply intimate, featuring a variety of characters from all walks of life, in different slice-of-life moments, in which the Pixel 6a plays an important role to help them be more of what they are.

Produced by an elite squad brought together by Daniel Wolfe, this introspective film was co-directed by IllimiteWorld, Justina Obasi, and Elliot Power, and shot by Kate Arizmendi. With a soothing soundtrack by Khruangbin, its slow-paced cut, and overly-crafted camera movements, aimed to stand out in the always energy-intense commercial break.

Credits
When: 2022; Where: Wieden+Kennedy NY; ECD: Karl Lieberman; CW: Jessica Ghersi & Rogo Castro; AD: Marc Duran & Daniel Soares

The year was 2021. COVID vaccines had just hit New York, and summer was right around the corner. Everyone was tired of being cooped up, and there was an unspoken consensus in the air: as soon as we could go out, we’d party like there was no tomorrow. I felt that way, my friends felt that way, and the whole New York community felt the exact same thing.

I had just finished reading Last Night a DJ Saved My Life by Bill Brewster and Frank Broughton, which opened my eyes to the cultural impact a dance party can have on a community. Hooked on the idea of helping create one—and realizing the perfect timing for a free dance party in New York—I reached out to Esdras to see if he’d want to team up.

A couple of weeks later, he came back with a potential space and some possible partners: Brooklyn legend JKriv, and the amazing Anna Collecta.

And just like that, Hot Honey Sundays was born—a free, open-air dance party rooted in house music, joy, and community. What started as a DIY gathering on the waterfront at Greenpoint Terminal Market quickly became a beloved Brooklyn ritual.

Each Sunday, hundreds—and eventually thousands—would gather under the sun with skyline views, cold drinks in hand, and nothing but good energy. The vibe was intentionally low-key and inclusive: a space where people could dance freely, feel good in their skin, and connect with strangers like old friends. No velvet ropes, no big production—just music and movement.

The soundtrack came courtesy of our resident DJs JKriv, Deo Jorge, and Anna Collecta, and guests such as Midnight Magic, Dicky Trisco, Justin Strauss, and Eli Escobar setting the tone with warm, sunset-ready sets. Food trucks lined the edges. BYOB kept things easy. And the energy? Always effortless and electric.

In 2024, as the party grew, we moved to the Brooklyn Mirage and Knockdown Center to meet demand. That shift brought a new scale—but also sparked conversations around what it means to hold onto authenticity as something grows. For many, the magic of Hot Honey was never about the venue. It was the feeling: nostalgic, free, and deeply human. For others, it felt like we had changed—not in a good way.

Today, I’m no longer part of its day-to-day operations. But HHS will always be more than a party to me—it’s proof that joy, when well-designed and community-led, can become a cultural fixture. It was built from nothing but a speaker, a parking lot, and a belief: that dance makes people feel more like themselves.

Credits
When: 2021-ongoing; Where: Broklyn-NY; Co-Founders: Rogo Castro, JKriv, Anna Collecta, & Deo Jorge; Creative Director: Rogo Castro; Resident DJ’s: JKriv, Anna Collecta, and Deo Jorge; Designer: Bruno Borges; Photographer: Alex Korolkovas

People all around the world are always looking for ways to make a little extra money; and New Yorkers are no different. So when we launched New York Lottery's scratch-off Game called “Pay Me!”, we wanted to overplay that idea, by showing people performing two jobs at the same time for a little financial gain, all payed off by the line "Get an extra payday, without the extra job".

The TV spot features an office worker who comes up with the idea of cloning his boss so that he and his colleague can receive two paychecks, but it seems that the worker has not thought his brilliant plan through.

The OOH was illustrated by Andrey Gordeev and the TV directed by David Shane.

Selected Press
”An ice-cream truck moonlights as an ambulance in latest NY Lottery campaign” Creativity

Credits
When: 2013; Where: DDB NY; CCO: Matt Eastwood; ECD: Menno Kluin; GCD: Rich Sharp & Mike Sullivan; AD: Joao Unzer; CW: Rogo Castro.

Sometimes, the city may look like an obstacle course. To go from point A to point B, your only choice is to go with the flow. You can only go as quick as the city lets you.

Luckily, with Uber Moto, you don't even notice those obstacles. The city gets in your rhythm, not the other way around.

With a hip-shaking film produced by Iconoclast and shot by Fernando Nogari, and OOH motion-blurred imagery shot by Maltiqche, this campaign was Uber's first initiative to push its motorcycle service in Brazil.

Selected Press

Credits
When: 2023; Where: Wieden+Kennedy Sao Paulo; CCO: Felipe Ribeiro; GCD: Eddy Guimaraes & Rogo Castro; ACD: Leticia Tercini & Thom Bregantin.

A visual collection leading industry-wide change.

While Delta has intentionally increased representation within its own marketing assets, Faces of Travel is a platform that continues Delta’s long-term commitment to increase representation that the larger travel culture can tap into: from social media to tourism ads, and everything in between, while pushing against stereotypes that have been created and upheld.

The initiative consists of a digital media library containing 1000+ images of diverse travelers enjoying their journeys in scenes all over the world. The media library is free and available to use by the public and the travel industry, or any other businesses. It is currently available via Adobe Stock.

From the serenity of a Korean temple to the bustling streets of Mexico, the extended library was created in collaboration with Mexican Korean photographer Seo Ju Park, who captured a vivid picture of global travel. It's a beautiful reminder that when it comes to travel, diversity is indeed the spice of life.

And on the second year of project, to bring all that story together in an anthem film, narrated by Academy Winner actress Viola Davis, we partner up with director Rodney Lucas to create a piece that offers a retrospective narrative, features diverse families traveling across the globe, spanning from the ’70s to the present day.

Recognitions
Drums Award 1x Winner
Clio 1x Gold; 1x Silver; 4 Shortlists

Selected Press
"Representation matters: How Delta Airlines' new campaign is changing the narrative of what travelers look like" Travel Noire
"Delta grows 'Faces of Travel program promoting diversity in travel" AdAge
"Delta Air Lines releases new stock images to promote diversity in travel" NBC News

Credits
When: 2022; Where: KIN; CCO: Kwame Taylor-Hayford; CSO: Sophie Ozoux; AD: Akos Papp; CW: Rogo Castro

How do you ask consumers to try an Airline they have never traveled with, and which is slightly more expensive than its competitors? By letting them know that when you go higher, you have a better perspective of things.

Since the beginning of times if anyone wanted to have a better view of things, and see what others wouldn’t, they needed to go up. And we've been doing the same ever since. We stand on a shoulder to look far away. We climb up a tree to look around a big field. We go on a rooftop to get a full view of the city. We hike up a mountain to contemplate the world. And we chose Delta to see beyond the clouds.

To see more, one must seek higher ground. The idea behind this lies in the expanded view, and increased clarity that comes with elevation. By rising above the ordinary, we escape the limitations of our immediate surroundings and gain a broader perspective. Whether physically or metaphorically, reaching new heights grants us the opportunity to witness the world in all its splendor, unlocking fresh insights and revealing hidden wonders that would otherwise remain unseen.

‘To See Beyond Go Up’ launched Delta’s direct flights from the US to the Latin America. With a film shot by Pantera, and OOH across airports in the biggest markets in LATAM, we brought to life a campaign that invited customers to experience a better perspective in flying by giving Delta a try.

Credits
When: 2023; Where: Wieden+Kennedy Sao Paulo; CCO: Felipe Ribeiro; GCD: Eddy Guimaraes & Rogo Castro; CD: Humberto Cunha & Alexandre Giampaoli.

A campaign to point solutions, not fingers.

Creating a campaign to help people with any sort of addiction or dependence is a delicate task. So when we were briefed by Alcoholics Anonymous, we chose to use as insight their most important philosophy: ‘When you help others stay sober, you stay sober too’.

Made out of prints, OOH, indoor posters and a book, this campaign features twelve illustrations by brazilian artist Andres Sandoval, in which we see characters in situations of mutual help.

Recognition
Cannes 2x Bronze; 4x Shortlist
Clio 1x Silver; 2x Shortlist
London International 1x Gold; 1x Bronze
El Ojo 2x Silver
Wave 2x Gold; 1x Silver; 1x Bronze; 1x Shortlist
Brazil Creative Club 1x Gold; 1x Silver; 2 Shortlist

Selected Press
Creativity; Zupi;

Credits
When: 2015; Where: JWT Sao Paulo; CCO: Ricardo John; ECD: Fabio Simões; CD: Mariana Borga; AD: Diego Limberti; CW: Rogo Castro

Even though Latin American football is extremely competitive, there's one man who managed to bring us all together: Mbappé, when he said that “In the Americas football isn’t as advanced as in Europe”. That struck a nerve and woke up our football pride, and made us more confident than ever in our game.

2024 was the first Copa America since that happened. And it was the perfect moment to capitalize in that feeling and show how confident in its football Latin America is.

In this film, produced by Stink and directed by Vellas, the voice-over is created by a collection of critics that European journalists and sports commentators have said about the national squads playing in the Copa America.

However, as the film progresses, people pay less and less attention to the voice-over, until it is completely ignored.

Selected Press
Brazilian Creative Club; PropMark; Vox News

Credits
When: 2024; Where: Wieden+Kennedy Sao Paulo; CCO: Rodrigo Jatene; GCD: Eddy Guimaraes & Rogo Castro CD: Camila Rodrigues; José Guilherme Ferraz & Felipe Paiva ACD: Andre Savastano, Letícia Tercini & Thom Bregantin AD: Guilherme Sill; Guilherme Pinho & Larissa Domingues Art Assistant: Joao Jazra

A new world to play in.

When I joined Apple in 2019, I integrated the team that helped bring its gaming division, Arcade, into the world.

Working on over 15 films, which were some of the first communication pieces for the brand, allowed us to help set its the tone and voice.

And we did that by defining a copy style, setting up a motion graphics system, stipulating a soundtrack mood and coming up with some fun end gags as well—all of which have been followed since then.

Credits
When: 2019; Where: Apple; Global GCD: Hector Muelas; GCD: Christopher Trumbull; CD: Aramis Israel; Keith Hoster; Jill Lin; Nick Bird; Nicolas Randall; ACD: Nick Finney, Jacob Gunderson, & Rogo Castro.

When Chika was nominated for Best New Artist in 2021 Grammys, she tattooed the phrase “I’ve already won” on her arm. Not as a premature declaration of victory, but more as a truly demonstration of self -love.

“I am Beautiful” Facebook Group is a safe place to express self love. A judgement-free space where people feel safe to express themselves, and to show off their bodies.

Directed by Jenn Nkiru, this commercial was aired during the 63rd Grammys, seconds before the winner of Chika’s nomination category was announced.

Selected Press
”Why the song in the Facebook Groups commercial sounds so familiar” Nicki Swift
”The real reason you recognize the song in the Facebook Groups commercial” The List
”What is the song in the Facebook Groups commercial?” Looper

Credits
When: 2021; Where: Wieden+Kennedy Portland; CD: Susan Hoffman & Felipe Ribeiro; AD: Taylor Roberts; CW: Jason Scott & Rogo Castro.

Typographic Out of Home poster campaign for New York Lottery's scratch-off game Cash Blast. The posters were printed on letterpress using polymer plates. Designed in collaboration with designers Juan Carlos Pagan and Brian Gartside. Featured in the Communication Arts Typography Annual 3. And pissed this guy off.

Recognitions
Communication Arts 1x Winner

Selected Press
"A new ad campaign that I find extremely offensive" Museum of Uncut Funk

Credits
When: 2012; Where: DDB NY; CCO: Matt Eastwood; ECD: Menno Kluin; GCD: Rich Sharp & Mike Sullivan; AD: Joao Unzer; CW: Rogo Castro.

With 10 million people and 8 million vehicles, São Paulo’s transportation system has maxed out. Many people started questioning the heavy use of cars by its citizens and we wanted to join this discussion with more than arguments. We wanted to show physical evidence. So, instead of talking about the advantages of bicycles, we showed them.

We wanted to show the spatial advantage of bikes vs cars. And we did it, literally. We crushed an old car, melted it and, with the help of design, transformed the material into a bike rack with 26 bike spaces.

In order to make people understand that the new bike rack used to be a car, we kept the car shape and added a strong message to it: “This bike rack used to be a car. Now it holds 26 bikes. Park yours here.”

Recognition
Cannes - 1x Bronze | Design

Selected Press
"JWT turns car into a bike station" Meio&Mensagem
"A paracycle made of car scrap" Mobilize

"Our house is being destroyed, our forests are being cut down, we are being poisoned and we need your help."⁠ These were the words of indigenous leader Watatakalu Yawalapiti, when we first met to brainstorm an idea to raise money to help them fight against the oppression coming from the current government.

The ‘Xingu Woman Movement’ is today one of the most relevant and organized feminist groups within the Brazilian native society. Based in Xingu Indigenous Park, this group aims to fight for all native women's emancipation and for more participation in local and national political decisions.⁠⁠

This project shows the important role these women have in protecting the forest they live in. Shot in April 2019 and released in the biggest indigenous protest in Brazil’s Federal District in the same month, ‘Giant By Thine Own Nature’ is a call to arms, inviting everyone to join forces with them, making their voices louder and their message heard.

The original score, directed by O Novíssimo Edgar, has songs by Pupílo, former Nação Zumbi, Juçara Marçal, and Mazé Cintra. Produced by Watatakalu Yawalapiti and Carolina Gavazzi. Directed and Photographed by Rogo Castro and João Unzer. And designed by Bruno Borges.

Selected Press & Recognition
Update or Die; Premiered at the Oscar Niemeyer designed Native People Memorial in Brasilia; Featured at the 2019 Brazilian Cinema Film Festival at the New York Botanical Garden, during the the exhibition Brazilian Modern: The Living Art of Roberto Burle Marx; Featured at the 2019 Anarchist Film Festival in New York. Exhibited at ‘Amazon Hopes’ Affirmation Arts New York.

Credits
When: 2019; Where: Matilda; VO: Watatakalu Yawalapiti; Photo Retouch: Cris Paulino; Extra Footage: Luiz Vasconcelos, Rodrigo Arajeju, & Edgar Kanaykõ Xakriabá; Song Studio: C4 Studio; Associated Production: Awake Film; Edit and Color: The End; Audio: Comando S; Special Thanks: Tere Kayabi, Amaiki Kaiabi, Amairé Kaiabi Suia, Aruti Kaiabi, Kunhakatu Kayabi, Iré Kayabi, Dawizu Juruna, Reariup Kayabi, Moreiuwi Kayabi, Katuareyup Kayabi, Tairé Kayabi, Xibidu Juruna, Kawita Juruna, Sandra Kayabi, Taireyua Kayabi, Fukui Kayabi, Rymoayup Kayabi, Anna Terra Yawalapitii, Kaku Kayabi, Itaikaré Kayabi, Yamanary Kaiabi, Tamakari Kayabi, Mani Matareiup Kayabi, & Maware Juruna.

Mornings can be tough. Consumers go through their daily routines just happy to get through the start of the day. From crowded tourist-filled streets to the never-ending construction, commuting isn’t always enjoyable. “The Good Part of Mornings” campaign by DDB New York depicts these scenarios through humorous headlines and simplistic illustrations, by the great Rami Niemi, to remind consumers that no matter how harried mornings can be, Tropicana is there for them.

For the second iteration of the campaign, we set out to find the consumer that had the ‘Worst Morning Ever’. For real. We asked consumers to share their morning frustrations through Twitter and Facebook. And then turned those frustrations into the actual campaign.

Selected Press:
Consumer Behaviour; The Competitive Edge; NY LifeStyle;

We brought the trees. São Paulo the gifts.
Christmas is one of the most expected moments of the year by a lot of people. But not by everyone, as homeless people can’t celebrate it.

That’s why Gabriel and I created the project ‘Natal na Rua’ (Christmas on the Streets). A project that gave hundreds of people an extra reason to help.

The idea was simple: build Christmas trees around the city, for any Sao Paulo resident to place gifts under it.

It all started with a crowd funding campaign, in which everyone who helped got an exclusive Christmas card signed by those less fortunate. 

In less than a month, it got picked up by dozens of news outlets and it got featured in three of the biggest TV networks in Brazil.

With so much news coverage, each one of those people living with no home got way more gifts and help they ever thought they would. Making true the real Christmas spirit.

Role: Artist

In 2018 I worked with Papel and Caneta, a nonprofit collective with leading ad industry creatives, to develop a creative solution to the problem of plastic bags.

Each year, NYC residents use and discard approximately 10 billion single-use plastic grocery bags, a whopping $12.5 million disposal cost. We worked with Jennie Romer, founder of PlasticBagLaws.org, to bring awareness to the issue and get Governor Cuomo to propose a plastic bag fee in order to truly change consumer behavior.

We partnered with five bodegas across different NYC boroughs, pairing each one with an artist who designed exclusive tote bags unique to their business. This direct relationship turned the movement into something that was up-close and personal.

In addition to the tote bags, a website and a film, we also created a bot that sent automated tweets to the Governor for every "like" our video got on Youtube.

Recognition
Fast Company’s World Changing Ideas Finalist

Selected Press
’These New Yorkers have had it with plastic. So they are getting very creative’ UpWorthy

Credits
When: 2018; Where: Papel & Caneta NY; Director: Lake Buckley; Co-Director: Aaron Duffy; Editor: Mah Ferraz; Cinematography: Nick Kova; Producer: Shelley Cheung, Kemi Oluwanifise & Elizabeth Woodward; P&C NY: Beto Bina, Guto Monteiro, Joao Unzer, Kenia Perez, Shannon Ross, Spice Walker & Rogo Castro.

For as long as I can remember I was always very interested in DIY projects. If it was a project for a cause I was passionated, even better.

So, thinking about that, and how much these projects have helped me develop my style and improve my creative skills, Joao Unzer and I approached Miami Ad School with the idea to create a class to teach students how to come up with personal projects insights, how to execute them in a really short time and how to generate as much PR as possible for them.

These projects on the left are a small selection from more than 20 projects created by our students on the past year. 

"Emotions Leak is one of the most moving videos I have seen. Matter of fact, it was so poignant that
I couldn't even get through it all. I can't seem to forget the unspeakable look captured in his eyes" 
- Lost At E Minor.com / Australia. 

"Through the metaphor of the candle, the video evokes the painful feeling of suffering. 
Suffering that we do not talk, which we can not speak, which takes possession of our minds" 
- Beware.com / France.

"There are moments in life when emotions seem to just “pour out of you” and this video aims to convey that in a more literal and visual way" 
- Trend Hunter.com / Canada.

"The idea is to provoke the viewer weirdness from the texture and temperature of the paraffin, inducing touch with their own emotions through a synesthetic experience" 
- Zupi.com.br / Brazil.

Role: Director

Also featured on: Whitezine; Abduzeedo; Designyoutrust and others.

This is a graffiti a friend of mine and I did while living in London in 2008. It’s located in Camden Town, one of the most alternative areas in the UK. Known for being the neighborhood where Amy Winehouse lived and started her career, we thought it could be a good place to pay her tribute. Luckily, the tribute was very appreciated and Amy Winehouse herself posed for a few pictures in front of the mural. Nowadays it became some sort of sightseeing in the area, with tourists lining up to take pictures in front of it.

Role: Artist

Selected Press
Mashable;