The hottest thing since Bum Bum Cream

When Sol de Janeiro briefed the team on their biggest body care launch since Bum Bum Cream, the creative challenge was clear: how do you make a lotion feel like the most coveted thing in the room?

The answer was already in the name.

Badalada is Portuguese slang for 'the hottest thing' and that became the creative north star I helped build the entire campaign around. My role spanned the full arc of the project, from early concept development through final execution, working across film, digital, OOH, and social.

Body Badalada was built for Gen Z, a generation that doesn't just want a product, they want something to be obsessed with. The strategy tapped into the cultural currency of Badalada to give the launch an identity that felt native to the way Gen Z discovers and shares beauty.

The hero film opens with Juliana applying Body Badalada and from that moment, something magnetic takes over. The visual language feels kinetic and warm, like energy you could almost touch. Glowing skin wasn't just a beauty payoff. It was the catalyst for presence, movement, and the kind of confidence that pulls a whole room toward you.

The production scale matched the ambition. Five lead talents, three teams of directors and photographers, 200+ extras, and two full shooting days. On set, my focus was making sure the creative idea came to life in the best way possible.

As part of the global team, the creative deliverables spanned the films, paid media and digital assets, giving regional teams what they needed to execute the OOH and block party activations locally.

The launch was Sephora exclusive, and hit #1 at in the body care category.