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.
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 there, I'm Gabriela
(but everyone calls me Gabi)
If I were to describe myself in one sentence, it would be I'm a creative of the curious type. I guess it was just the natural course for me, being moved by that feeling of wanting to learn more and try new things. Don't believe me?
Favourite subject was Physics. Got a $50 internship at 15, working at a small agency back in my hometown creating signage and banners for local shops. Studied Advertising and Creative Writing. Started taking guitar lessons. Became an assistant copywriter at a trade marketing DDB agency doing promos and activations. Graduated in Audiovisual Media and specialised in Scriptwriting. Sang in a garage band. Got a job in one of the most awarded agencies in Brazil. Studied OuLiPo and got fascinated with this idea of mathematicians and writers working together. Wrote my first novel and got published. The band broke up. Started learning the piano. Got better as a multitask copywriter. Conceptualised and wrote for socials. Created big campaigns that ran on prime time. Won pitches. Married the guitar player of the (RIP) band. Started freelancing. Helped set up the in-house creative team for one of the biggest digital banks in South America. Rescued a stray cat. Joined a pro-bono campaign against sexual harassment on public transport and had my piece selected as the face of the campaign, which was shared by the president herself and later led to a new law in Brazil. Started helping global agencies with transcreations. Studied the application of Lovecraft in cinema. Survived a pandemic. Released my second novel, this time independently. Quit my job at WPP as a senior copywriter for Meta and Budweiser and moved to the Netherlands with that guitar player, that cat, and four suitcases. Got a job at an AI-native agency. Went to my first borrel. Built campaigns blending technology and creativity. Started learning Dutch. Wrote an animated short film screenplay. Made the first interactive catwalk for Burberry. Had a baby. Cared much more about the people than the trophies, but still got some awards.
And now…
Now I might be even more curious about what's next in our industry and how we're going to elevate our craft and ourselves in the process.
Became a tad curious too? Find me at gabby.ramalho@outlook.com.
///
If you've come this far, you know I also write books. So, if you’re in need of a good story to go with your coffee or just something to keep you company on one of those sleepless night, here you go.
Seven chapters. Seven women. An unlikely narrator.
In this novel disguised as short stories, the author introduces the characters to us while they try to survive the incessant whirlwind of life. As they deal with joys and anguishes, their stories evolve and so does the reader's relationship with her: a woman no one ever thought could exist.
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Esther began playing the flute when she was still a child in her hometown, in Syria. When the most dangerous terrorist institution of the country, known as Organization, intensify its attacks, Esther was forced to leave her family behind and flee to Switzerland where she hoped to join one of the most famous orchestra in the world. During her journey, however, Russia orchestrated threatening attacks against the Organization, making the Secretary of Defense Dimitri into one of the most wanted man by the group. By coincidence or fate, Dimitri boards the same train as Esther, as well as Emmanuel, member of the Organization whose mission is to explode the train before it arrives at its destination.
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