HUGO BOSS /// HBXP
Hugo Boss set out to reinvent the loyalty experience, and that’s how Hugo Boss XP was born. The programme combines classic loyalty features, such as tiers and points, with innovative blockchain-supported elements.
By introducing early Web3 capabilities, Hugo Boss XP opens up new opportunities for customer engagement: members can earn and redeem tokens (NFTs) through purchases and interactions across channels and brands. These tokens act as keys, unlocking access to exclusive products, unique brand experiences and selected sponsorship or collaboration partners.
Beyond conceptualising the entire programme and each token, we got to build them from the ground up, blending creativity with technology and our passion for craft.
+414% increase in app downloads within days of launch
+82% more sign-ups
+23% boost in average basket spend
BURBERRY /// IMMERSIVE RUNWAY
Imagine building the first-ever immersive catwalk that allows users to shop the items on the spot, from the runway to the shopping bag in a snap? That’s what we did for Burberry’s iconic Innovation Day.
The experience was crafted using Unreal Engine together with different AI tools, creating not only a breathtaking outdoor environment but also allowing viewers to change outfits, models, weather conditions, and camera movement as they go. Everything was really (really!) tailor-made. And here’s what’s even cooler: the device that allowed people to control the catwalk’s settings with hand movements and gestures was also built in-house, right from scratch.
The experience was crafted using Unreal Engine together with different AI tools, creating not only a breathtaking outdoor environment but also allowing viewers to change outfits, models, weather conditions, and camera movement as they go. Everything was really (really!) tailor-made. And here’s what’s even cooler: the device that allowed people to control the catwalk’s settings with hand movements and gestures was also built in-house, right from scratch.
ECCO /// EVERYWHERE IS WITHIN WALKING DISTANCE
For the launch of ECCO Gruuv, we set out to inspire users to take their next big step, regardless of age, gender or background. Centred around the concept “everywhere is within walking distance”, the campaign ran across media channels and platforms throughout Europe and the US.
AZUL /// GUIDED CARNIVAL
In 2021, due to the Covid-19 pandemic, Brazilian carnival was cancelled for the first time in history. In a moment of stress and anxiety, people received the news with sadness and hopelessness. For Azul however, that was also a moment to keep dreams alive and to take millions to fly, but in a slightly different way.
On Spotify, we created 3 guided journeys headed to the Carnival of Sao Paulo, Recife and Salvador with an ease mood of meditation. Allied to binaural sounds, each track took passengers to an immersive 4D experience.
If you are a Portuguese guru, you can hear the tracks here. But if not, then just close your eyes and imagine you’re in a Duolingo lesson where there are no mistakes, only landscapes.
Fly to Salvador:
Fly to Recife:
Fly to São Paulo:
NIVEA /// EMBRACE CARING
Inspired by an original poem, we developed the launch campaign for NIVEA DEOMILK in Brazil. To give movement to this story actress Paolla Oliveira and singer-songwriter Xenia França starred in an interactive film directed by Bob Wolfenson. The innovative approach allowed viewers to choose their own experience by selecting either the protection version or the care version, offering a personalized way to connect with the product's benefits.
The campaign strategy included a mix of traditional and digital media, featuring films for TV, YouTube, and other digital platforms, as well as exclusive content for social media to drive engagement and extend reach.
IPANEMA /// MOTHER'S DAY
Research show that mothers not only carry more weight when it comes to parental responsibilities, but they also are among the biggest victims when talking about the pressure for perfection. That’s why when Ipanema, a Grendene’s brand, briefed us for a maternity focused campaign, we decided to stand up together to say that the perfect mother is the one you’re able to be.
Besides a film, the project featured digital activations on social media and in podcast.
AMANDA MITTZ /// INTRO
In this musical documentary in which I was invited to participate as a scriptwriter, we delve into the work of Amanda Mittz – a singer and composer with a disability (PwD) who creates electronic music while highlighting the importance of accessibility.
The film was thoughtfully crafted to ensure that people with visual and auditory impairments could feel the music.
NIVEA /// LET YOUR SKIN BREATHE
The micellar water NIVEA MicellAIR Expert was about to make its debut in the Brazilian market. Our mission? Bring it to the digital world.
To introduce the product and highlight its main feature — removing even waterproof makeup — we took the offline campaign and gave it an internet-friendly twist with an exclusive Making Off. Or better yet, a Make Off.
But launching the product wasn’t enough. We also needed to educate consumers: how to use it, what it’s for, and all the extra benefits of MicellAIR Expert. Sounds dull, right? Not on our watch. We brought in our campaign star, Fernanda Souza, to lead a web series packed with humour, personality, and total YouTube vibes: MicelAHN???
Throughout the campaign, we kept our social channels buzzing with exclusive content and daily "breaths". The result? MicellAIR stayed in the spotlight and we delivered the best-performing campaign for NIVEA that year.
NEXT /// DEEDS&NEEDS
"Deeds&Needs" (originally "Feitos&Boletos") is a web series that dives into the world of personal finance, tailored specifically for millennials. It was born from a study showing that 80% of millennials want to save money but aren’t sure how to start.
Told through a documentary-style narrative, the series features a host who brings real financial questions from real people to the forefront.
Episodes were released on YouTube in a podcast-style format.
Hi, I'm Gabi and
I have a problem: writing too much.
You may find it silly but imagine writing so much that you find yourself with no blank pages, no diaries, no notebooks, nothing left to write on.
I started writing on my own skin! IN THE SKIN! Just try watching Netflix with friends with a spoiler written on your forehead. Not cool.
This addiction became my profession and soon I was not only writing in my free time, now writing was my way of living. For over a decade I’ve worked at some of the top agencies from groups such as Dentsu, WPP, DDB and more, connecting off and online realities and creating campaigns for global brands. Today, I can finally admit it: I HAVE A PROBLEM.
Do you know how to help me? Just send a hello: gabby.ramalho@outlook.com