Good Ideas
great content
real impact
it's me, talys
Exec. Creative/content Director. Creative agency partner
Creative Experience Across
Agencies, Studios and Platforms.
MY JOB IS TO BUILD BRIDGES BETWEEN IDEAS, CULTURE AND CONTENT, TURNING CREATIVITY INTO SOMETHING PEOPLE REALLY CARE ABOUT. FOR MORE THAN 17 YEARS, LEADING MEMORABLE PROJECTS ACROSS AGENCIES LIKE MUTATO, WPP, JWT AND RIOT, TO PRODUCTION COMPANIES LIKE SPRAY FILMES, AND NOW GLOBAL TECH PLATFORMS LIKE TIKTOK.
TIKTOK
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TIKTOK |
TIKTOK FOR
BUSINESS
Bridging Creativity, Content and Business
AT TIKTOK, I OPERATED AT THE INTERSECTION OF CREATIVITY, CONTENT AND PERFORMANCE, HELPING BRANDS AND AGENCIES UNLOCK THE FULL POTENTIAL OF PLATFORM-FIRST IDEAS.
MY ROLE WENT BEYOND EXECUTION.
I ACTED AS A CREATIVE CONSULTANT FOR HIGH-IMPACT PROJECTS, GUIDING AGENCIES THROUGH THE SHIFT FROM TRADITIONAL CAMPAIGNS TO CONTENT ECOSYSTEMS BUILT FOR PLATFORMS AND CULTURE.
I PARTNERED CLOSELY WITH:
– CREATIVE LEADERS
– STRATEGY TEAMS
– C-LEVEL EXECUTIVES
INFLUENCING BOTH CREATIVE DIRECTION AND BUSINESS DECISIONS ACROSS KEY ACCOUNTS.
TIKTOK EXPERIENCE
PROJECTS
Creative Workshops for Platform-First Ideas
TIKTOK EXPERIENCE WAS A SERIES OF HANDS-ON CREATIVE WORKSHOPS DESIGNED TO HELP BRANDS AND AGENCIES UNLOCK BOLD, PLATFORM-FIRST IDEAS — BUILT NOT JUST FOR ENGAGEMENT, BUT FOR CULTURAL RELEVANCE AND AWARD-WINNING POTENTIAL. I CREATED AND LED TIKTOK EXPERIENCE AS A STRATEGIC CREATIVE INITIATIVE.
ACTING AS BOTH A CREATIVE LEAD AND CONSULTANT, I DID:
DESIGNED THE WORKSHOP METHODOLOGY AND CREATIVE FRAMEWORKS
LED HANDS-ON IDEATION SESSIONS WITH AGENCIES AND BRANDS
FACILITATED DISCUSSIONS WITH SENIOR CREATIVES AND C-LEVEL EXECUTIVES
GUIDED TEAMS FROM INSIGHT TO PLATFORM-FIRST IDEAS
ELEVATED CREATIVE OUTPUT TOWARD CULTURALLY RELEVANT AND AWARD-WORTHY WORK
MY ROLE: CREATIVE AGENCY PARTNER
AGENCY
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AGENCY |
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COCA-COLA
FANFIT
COCA-COLA NEEDED TO RECONNECT WITH A YOUNGER GENERATION IN BRAZIL AT A TIME WHEN DECLINING SODA CONSUMPTION WAS RESHAPING THE CATEGORY. TO REGAIN RELEVANCE AMONG 12 TO 24-YEAR-OLDS, WE CREATED FANFEAT, A REAL-TIME MUSIC COMPETITION POWERED BY FANS OF THE COUNTRY’S BIGGEST ARTISTS. SPECIAL EDITION CANS FEATURED DIFFERENT PERFORMERS, AND EACH PURCHASE UNLOCKED A VOTE ON COCA-COLA.FM, WHERE FANS COULD FOLLOW THE RANKINGS LIVE. THE THREE MOST VOTED ARTISTS CAME TOGETHER TO RELEASE A TRACK, PRODUCE A MUSIC VIDEO AND PERFORM IT LIVE, TURNING CONSUMPTION INTO PARTICIPATION AND FANS INTO CO-CREATORS.
MY ROLE: DEVELOPING CONCEPT, NAMING AND CONTENT STRATEGY
RECOGNITIONS AND AWARDS 2018:
Cannes Lions Festival | Shortlist in Glass
Cannes Lions Festival | Shortlist in Social & Influencer
Clio Music | Bronze in Brand and Artist Collaboration Integrated Campaign
Smarties Global | Silver in Promotion
Effie Awards Latin America | Bronze in Marketing Jovem
Effie Awards Brazil | Gold in Special Promotion
Effie Awards Brazil | Gold in General Non-Alcoholic Beverages
Effie Awards Brazil | Gold in Special Branded Content
El Ojo | Silver in Efficiency Food & Beverage
El Ojo | Shortlist in Content / Co-creation and User Generated Content
Wave Festival | Gold in Direct Digital & Social
Wave Festival | Gold in Social Influencer & Content Marketing
Wave Festival | Silver in Social Influencer & Content Marketing
CCSP | Bronze in Integrated Cases
CCSP | Directory in Promotional Action, Direct Marketing
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CHAT2GET
FANTA
AVON feat. KENZO
Before it was cool,
we were already riding the trend
72 Questions.
WE SET OUT TO GET INSIDE THE MIND OF ICONIC DESIGNER KENZO, NOT THROUGH A TRADITIONAL INTERVIEW, BUT BY STEPPING INTO HIS WORLD. IN PARIS, INSIDE HIS OWN HOME, WE FOLLOWED HIM THROUGH A CONTINUOUS, INTIMATE CONVERSATION THAT REVEALED HIS CREATIVE PROCESS IN REAL TIME. AT THE SAME MOMENT, A NEW FORMAT WAS JUST EMERGING ONLINE WITH VOGUE’S FIRST “72 QUESTIONS” VIDEO. BEFORE IT BECAME EVERYWHERE, WE WERE ALREADY RIDING IT — USING THE FORMAT TO TURN A SIMPLE INTERVIEW INTO A DEEPER, MORE IMMERSIVE LOOK INTO HOW CREATIVITY LIVES.
MY ROLE: CREATIVE LEAD
CONTENT PRODUCTION
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CONTENT PRODUCTION |
‘Te Levo de Milhas’
Turning a boring topic into
must-watch content.
Executive Creative Direction of the Project
“TE LEVO DE MILHAS” WAS CREATED TO TRANSFORM A TRADITIONALLY COMPLEX AND LOW-INTEREST TOPIC — LOYALTY POINTS AND MILES — INTO ENGAGING, ACCESSIBLE AND CULTURALLY RELEVANT CONTENT.
INSTEAD OF EXPLAINING MILES, THE PROJECT REFRAMED THEM AS A GATEWAY TO EXPERIENCES, TURNING EDUCATION INTO ENTERTAINMENT.
MY ROLE: EXECUTIVE CONTENT DIRECTOR
~200 MIL INSCRITOS
223+ VÍDEOS PUBLICADOS
MÉDIA DE 1.8M DE VISUALIZAÇÕES MENSAIS
APROXIMANDO
DISTÂNCIAS
Narrowing distances between Brazil and the Brazilians.
WHEN THE PANDEMIC STOPPED TRAVEL, THOUSANDS OF LOCAL ARTISTS LOST THEIR MAIN SOURCE OF INCOME. SO WE BROUGHT BRAZIL TO PEOPLE’S HOMES. WE CREATED A PLATFORM WHERE PEOPLE COULD DISCOVER AND BUY AUTHENTIC PRODUCTS FROM ARTISTS ACROSS 25 BRAZILIAN STATES.
WITH NO TRAVEL AND NO PHYSICAL CONTACT, EACH ARTIST RECEIVED A PHONE AND LEARNED HOW TO FILM THEIR OWN CONTENT. ALL DIRECTION WAS DONE REMOTELY.
IN THE END, EVERY ARTIST MADE AROUND R$30K IN SALES. MORE THAN A PROJECT, IT WAS A WAY TO HELP PEOPLE GET BACK ON THEIR FEET DURING A VERY DIFFICULT TIME.
MY ROLE: EXECUTIVE CONTENT DIRECTOR
@EUNOCLIPE
INSTAGRAM
The first TikTok mission wasn’t actually from TikTok — it was an idea to launch instagram Reels in brazil
THE #EUNOCLIPE CAMPAIGN WAS A PARTNERSHIP BETWEEN INSTAGRAM (META) AND MAJOR BRAZILIAN ARTISTS LUDMILLA, LARISSA MANOELA AND MELIM TO LAUNCH THE PLATFORM’S SHORT-FORM VIDEO TOOL, THEN CALLED CENAS. THE IDEA WAS TO DRIVE ADOPTION BY INVITING FANS TO CREATE CONTENT USING THE FEATURE FOR A CHANCE TO APPEAR IN OFFICIAL MUSIC VIDEOS. THROUGHOUT THE CAMPAIGN, USERS SUBMITTED VIDEOS VIA INSTAGRAM STORIES, AND THE BEST ENTRIES WERE SELECTED AND EDITED INTO THE FINAL CLIPS. CHOSEN AS A KEY TESTING MARKET DUE TO ITS HIGHLY ENGAGED AUDIENCE, BRAZIL PLAYED A CENTRAL ROLE IN TURNING CENAS INTO WHAT WOULD LATER BECOME REELS.
MY ROLE: IDEA, CONCEPT, CREATIVE DIRECTION AND SCENE DIRECTION.
CANSEI DE CANSAR * GNT *
CANSEI DE CANSAR * GNT *
BORN AS A SOCIAL/DIGITAL SPIN-OFF OF THE TV SERIES SOCIEDADE DO CANSAÇO, INSPIRED BY PHILOSOPHER BYUNG-CHUL HAN, THIS PROJECT IS AN EXPERIMENT THAT EXPLORES THE EMOTIONAL COST OF LIVING IN A CULTURE OBSESSED WITH PERFECTION AND CONSTANT PRODUCTIVITY.
THROUGH A SHARP AND RELATABLE LENS, IT CHALLENGES TOXIC POSITIVITY, EXPOSES THE INVISIBLE MENTAL LOAD—ESPECIALLY CARRIED BY WOMEN—AND QUESTIONS A SYSTEM THAT BLURS THE LINE BETWEEN WORK AND REST.
MY ROLE: EXECUTIVE CREATIVE DIRECTOR