Skol AB Inbev
2025

Retro Influencers




cannes/ 1x gold, 1x silver, 3x shortlists




86% of people trust brands that share user content. So Skol, Brazil’s top beer, decided to reward the people who’ve been loyal to the brand for years.


Case Study




Skol used an Instagram loophole no brand had ever explored before: while you can’t change the past, you can edit the caption.




How it worked?

Since all paid content needs #ad, we found a loophole on Instagram: you can’t change a post’s image, but you can edit the caption. So we asked fans to add #RetroAd to old photos featuring Skol — instantly turning them into Skol influencers.











Results


+170%

engajament vs previous campaign

1546

real influencers

12%

growth in brand consideration

500K USD

saving in influencers fee's





We tracked them down and paid back years of unpaid work with what they love most: beer. The older the post, the greater the reward. Then we made them famous — boosting their content, airing it on TV, featuring them in OOH, and even taking them to Times Square.

















my role: creative director
@gut

Mercado Livre
2023

Files of Freedom




cannes/ 1x gold, 1x silver, 1x bronze, 4x shortlists
d&ad/ 1x graphite, 1x shortlist  -  the one show/ 3x merit
ccsp/ 1x silver, 2x bronze




In the country that kills most LGBTQ+ people in the world, it's nearly impossible for artists from the community to make it big in the music industry. No wonder only 4 artists ever reached the top here. Mercado Livre - Latam's biggest e-commerce and sponsor of the São Paulo pride parade for 5 years in a row - teamed up with the world's N1 drag queen, and, using her audience and our digital platform, revealed new talents from the community.



Case Study



We created a store inside our e-commerce platform where people could download a digital pack that had everything they needed to create their collab with Pabllo: beats, isolated voice tracks and green screen videos.




An open-source music platform enabling collaborations between LGBTQIA+ indie artists and the #1 drag queen.








Results



+12HRS
hours of content created organically

350MM

impressions

+16MM

organic views to new LGBTQ+ artists




Film Launch






"

Pabllo's mystery collab revealed tomorrow."







How it worked?

After downloading, you can find a folder with seven different files all to be used 100% free of copyrights







Anyone could have its own collab with Pabllo Vittar.






Results

Below, you can see some amazing feats.





+1800

new artist s revealed






Finally, Pabllo and Jupi77er sing together on Pride Parade 2022




my role: creative
@gut

Heinz
2022

Hidden Spots




cannes/ 2x silvers, 2x bronzes, 4 shortlists 
d&ad/ 1x graphite, 3x wood
the one show/ 1x best of dicipline, 3x gold, 3x silver, 4x bronze       
ccsp/ 2x gold, 1x in book
clio awards/ 3x gold, 3x silver, 2x bronze




80% of gamers eat and drink while playing, but it’s much harder in multiplayer games. This is why we partnered with Call of Duty and mapped out locations for gamers to eat in peace on the new Warzone Caldera map. 



Case Study





"Heinz managed to connect with gamers by taking advantage of the universal
truth that we all need to eat, even gamers."


CONTAGIOUS





Film Launch




Results


+550 million

global impressions

13 countries

reached



+20 million

gamers impacted

+550 Hidden Spots

maped











We turned the maps into burger wraps to safely recharge gamers with a burger break in one of the new points of interest on the games.












And a limited edition pack







my role: creative
@gut


Michelob Ultra
2025

Shade Tracker




cannes/ 6x shortlists



Michelob ULTRA has long championed the running community. But with temperatures rising by up to 2°C per decade, the sport faces its toughest challenge yet: the sun.

We created a smart running tool that maps real-time routes in the shade—offering paths up to 12°C cooler than those under direct sun.



Case Study




"Making running a more enjoyable exercise"





How it worked?

Powered by a dynamic system that combines multiple live data sources, Shade Tracker predicts shade down to the inch, generating personalized routes for runners in any city, at any time. All to bring joy back to running.






Film Launch






Results



+85K

routes created in the first month


+246K

miles run in the shade
 



58%

more shade per route (avg.)



+246K

miles run in the shade






my role: creative director
@gut
Betano
2025

Hate it Till We Make it






Betano sponsored the naming rights of Brazil's major football competition, transforming Brasileirão into Brasileirão Betano. To make sure everyone knew it, they launched the most memorable campaign of the year, running for eight months across every media channel, using just two words: Brasileirão Betano.

The constant repetition generated a lot of hate. But instead, we responded with tailor-made videos and personalized messages to every single hater.


Case Study




Results

"The most talked brand during the championship"






@LucasArdito tweet:

"Brasileirão Betano commercial deserves an award for being the most annoying ad of 2024"






@adayanevaleria tweet:

"I feel like blowing up her TV whenever the Brasileirão Betano commercial comes on"






@gxlrm tweet:

"I wanted to create a community on social media called: I can't stand the Brasileirão Betano commercial anymore"






@pedrorosa tweet:

"I wanted to punch whoever came up with the Brasileirão Betano commercial idea"






@phduartec tweet:

"I wanted the commercial to be sent to f*nking nowhere"






@tandysfc1 tweet:

"Brasileirão Betano commercial feels like a horror movie"






@laurasnj29 tweet:

"It's not written how angry I am about the Brasileirão Betano commercial"





We kept responding with tailor-made videos and customized messages






my role: creative director
@wieden+kennedy