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Hi, I am Gabi Marcatto, a creative director AD based in Brazil. I am currently working at Wieden+Kennedy São Paulo.

During my career, I have had the honor to work with amazing people and incredible clients like Nike, Heinz, Coca-Cola, Netflix, AB Inbev, Google, Michelob Ultra, Mercado Livre, Pepsico, Kitkat, Amstel and more, helping create local, regional & global projects across all channels.

My work has been recognized by industry awards around the world, including Cannes Lions, D&AD, Clio Awards, The One Show, Ciclope and others. In 2021, I was nominated as a Next Creative Leader by The One Club for Creativity. In 2019, I represented Brazil at Cannes as a Young Lion.


If you enjoyed my work,
feel free to reach out on WhatsApp
at (+55 11) 9 9699 0009.

I’m always happy to chat.


2013

- 2026
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
clio awards/ 3x gold, 3x silver, 2x bronze
the one show/ 1x best of dicipline, 3x gold, 3x silver, 4x bronze       
ccsp/ 2x gold, 1x in book


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
Nike
2026

Unfriendly Pennant




Uruguay is the smallest nation to ever win a World Cup. A legacy built on grit. On turning every match into a battle. To translate that, Uruguay took the oldest friendly ritual known to football and broke it. So while every match begins with a pennant exchange, theirs began with a warning.


Case Study









A pennant forged in metal. Shaped like a shield and delivered on enemy ground. That’s how Uruguay stepped in at Wembley. Against England. Right before the World Cup.






Results



+35,600%
earned media roi

reach 13x more people

than Uruguay’s entire population

zero

paid media








my role: creative director
@wieden+kennedy
Azmina
2017

More than 70


cannes/ 1x silver, 3x bronzes, 4x shortlists
the one show/ 1x merit
clio awards/ 1x gold, 1x silver


Women's earnings, on average, are only 70% of what men do. So, we invited 3 of the biggest singers in Brazil to question about the pay gap. During the campaign, their songs played only 70% of their reproduction time. This experience happened on different audiovisual entertainment platforms: Spotify, YouTube, Pay TV, Radio Stations, and Social Media.



case study



MTV adopted and broadcast the campaign throughout May 2017. On March 20rd, 2017, #MoreThan70 was part of the United Nations' International Labour Organization.






The United Nations International Labour Organization recognizes the importance of mobilizing women's movements for gender equality in the world of work and therefore supports the campaign #MoreThan70 from Azmina.









visual id 







They sang only 70% of their songs, and the remaining 30% were left; this is what they did.







original soundtrack availble on Spotify click to listen






my role: creative 
@j . walter thompson