Main Character Energy, On Repeat

I was part of the core creative team behind Sol de Janeiro's biggest body care launch since Bum Bum Cream, leading creative development and on-set execution alongside the team. The campaign was built around Badalada, Portuguese slang for "the hottest thing," giving the launch a cultural identity designed for how Gen Z discovers and shares beauty.

The strategy was to leverage each talent's main character energy in its own ownable way. That meant every lead could show up as the protagonist of their own story while still rolling up into one unmistakable campaign.

My role spanned the full arc of the project, from early concept development through final execution, working across social-led film, digital, CRM, activations and OOH.

On set, I helped art direct alongside the wider team across five lead talents, three director and photography teams, over 200 extras, and two full shooting days, keeping execution true to the campaign direction while calibrating each talent's individual energy within the system.

As part of the global team, I led Art Directors and Designers through collaborative concept development and 360 execution, connecting creative decisions to marketing goals across paid social. Together we built a creative foundation that regional teams brought to life through OOH and block party activations around the world.

The launch was Sephora exclusive and became the number one product in the body care category.