PUMA X CCXP

 
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SAVING YOUR INNER-WORLD IS THE MOST IMPORTANT OF ALL SUPERPOWERS.

Omelete&CO | 2018 - CREATIVE DIRECTION, CREATIVE CONCEPT - CLIENT: CCXP & PUMA

In 2018, CCXP celebrates its fifth edition at the same time PUMA celebrates its fifth decade since the release of one of its most famous sneakers: the PUMA Suede sneaker. Both brands have joined together in order to create a new version of the PUMA Suede sneakers, a short film, and two months of digital interaction with their consumers.

 

Our challenge was mainly finding a way to translate and mix both brands into something new, but bearing in mind that they have fans and not just clients. Such collab has taken into account the fact that both brands have different points of view, visual identities, and ways to communicate with their fans. By doing that, our goal was to bring CCXP’s geek fantasy universe and PUMA's street culture together in order to mix them into something new, so there would be content that both brands would relate to and feel that they share values with.

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The idea CCXP presents is that you can be whatever you want, that you have the power to reconnect with your inner worlds and live whatever fantasy you wish, even on your daily life and feel those seconds of fleeting happiness.

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This short film declares war against the status quo, against what's ordinary. It questions how we connect with others and how we connect with ourselves. How empathy and saving our inner-world is the most important of all superpowers.

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Full credits:

Creative Executive Director: Roberto Fabri
Creative Director: Claudio Villa
Creative Concept: Claudio Villa, Rafael Barreiros, Antonio Torriani
Screenplay: Rafael Barreiros, Claudio Villa
Additional screenplay: Francisco Alencar, Antonio Torriani, Danilo Arenas Ireijo
Project Manager: Lais Almeida
Director: Antonio Torriani
Cinematography: Mark Daniel, Danilo Arenas Ireijo
Post Production Coordinator.: Carlos Cunha
Sound design and mixing: Madlabrats

 
 

A GeekPunk Story

 
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WHAT IF WE HAD THE CHANCE TO REBUILD THE WORLD BASED ON THE THINGS WE LIKE THE MOST?

Omelete&CO | 2018 - CREATIVE DIRECTION, CREATIVE CONCEPT - CLIENT: CCXP

The 8-minutes-long short movie entitled “A GeekPunk Story” is the first feature of a new CCXP original fictional universe called "GeekPunk" - an epic journey in a dystopian future in which Earth has been destroyed during an alien invasion, and a few teenagers who had no contact with the ancient civilisation struggle to rebuild society based on pop culture references.

On this first episode, the story begins 20 years after the attack. Four teenagers born after the invasion are searching for evidence of what the planet was like before it was destroyed. While escaping an alien threat, they end up finding a bunker where pop culture relics are still intact, such as comics, collectibles, action figures, and movies. They mistakenly believe that this is a faithful record of what the world used to be. Since these kids are not aware of the difference between fantasy and reality, they face their fears and start changing the world.

 
 

we had the pleasure to have the song cobra by the band Far From Alaska as our Soundtrack and The original sound scoring, mixing and SFX was designed by DaHouse.

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Last, but not least, the Fashion Stylist Ana Wainer - founder of the independent magazine MAIS55MAG - brought the characters’ costume designs to live. And Puerto Produções was responsible for the scenography.

 

CCXP team + Handquarters live @ CCXP18

Creating + Developing team.

The original story was created by us at CCXP and we were able to work with a great team (thanks to Carlos Farinha) to make the idea bigger, bolder and worthy of being called a new fiction genre.

Starting with Rafael Grampá who co-create, directed and signed all the characters illustration concepts of the project. He was one of the restless directors who I ever work with, impeccable with all details in all aspects of the production.

The cinematography was signed by Juliano Lopes, who directed cinematography for lots of advertising films and worked on many full-length films including The Man Who Copied (2013), Estômago (2007) and Meu Tio Matou um Cara (2004).

 

The post-production and VFX was made by Warriors VKX and The mechanical alien beast for this pilot was developed by Grampá, sculpted in 3D and gained life by the hands of Cadu Macedo, Kippcase and Marcelo Pasqua.

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The official poster is signed by renowned comic book designer Paul Pope responsible, among other stories, for “Batman: Year 100” and his latest hit, “Battling Boy”, which topped the bestseller list of the New York Times.

 
 
 

The GeekPunk genre idea evolved into a solid platform and is in negotiation to be portrayed on a full-length movie, comics, and action figures.

 
 

Full credits:

Creative Executive Director: Roberto Fabri
Creative Director: Claudio Villa
Creative Concept: Claudio Villa, Rafael Barreiros, Roberto Fabri, Rafael Grampá
Copywriter: Rafael Barreiros, Guilherme Marques
Project Manager: Priscila Bezerra
Motion Designer: Jorge Jr.
Film: Handquarters
Director: Rafael Grampá
Executive Producer: Carlos Farinha
Cinematography: Juliano Lopes
Post Production and VFX: Marriors VFX
Sound, design and mixing: Dahouse
Soundtrack: Far From Alaska
Scenography: Puerto Produções
Official Poster: Paul Pope

 
 

This is our world

 
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YOU'RE A GEEK. YOU JUST MAY NOT KNOW THAT. YET.

CCXP | 2017 - CREATIVE CONCEPT, ART DIRECTION - CLIENT: CCXP

The CCXP is a Geek Pop Culture festival in Brazil. In our country part of the population does not like to be defined by the terms "geek" and "nerd".

More than just making people realizing that everyone is at least a little geek, The almost 6 minutes long short movie is a celebration of Pop Culture.

"Round 2” portraits a day in a life of two teenagers that decide to use their imagination to decide who really lost a game battle. With more than 60 references/easter eggs from movies, series, games, comics, and animes, the short film invites people to recognize and be delighted with geek culture classics.

Results: In less than 48 hours our content managed to make 2.2 million people on Facebook and 100,000 on Youtube stopped what they were doing to watch our almost 6-minute film. In a time where less than 79% of Internet users watch more than 15 seconds of a video on the internet - according to Year in Review Institute. Let’s not forget to mention the 48 thousand likes and more than 18 thousand shares. And what makes us even prouder, is that in 2017 CCXP turned out to be the biggest Comic Con in the world.

The best geek ad you’ll see today.
— adnews
Awesome film.
Real life heroes.
— UpdateorDie.com
Better than Justice League.
— Youtuber user comment =]
CCXP transforms regular people into superheroes.
— meio&mensagem
 
 

Full credits:

Creative Director: Roberto Fabri
Creative Concept: Claudio Villa, Rafael Barreiros, Roberto Fabri
Project Manager: Carol Marques
Motion Designer: Jorge Jr.
Film: Iconoclast
Directors: Alaska
Post Production and VFX: Nash VFX
Sound track, design and mixing: Satélite Audio

 
 

Start a new game

 
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WELCOME TO GAME XP - THE WORLD'S FIRST GAME PARK.

OMELEte&CO | 2018 - CREATIVE CONCEPT, ART DIRECTION - CLIENT: GAME XP

Game XP is the largest game event in Latin America and, starting in 2018, the world's first Game Park.

The premiere took place at Rock in Rio 2017, when it received 361,000 people during the festival. In 2018, it will be held independently and will occupy, for four days, the three Olympic arenas of Barra da Tijuca, in Rio de Janeiro, as well as an external area of 100 thousand square meters with live activations for visitors.

 

 
 

Full credits:

Executive Creative Director: Roberto Fabri
Creative Director: Claudio Villa
Creative Concept: Claudio Villa, Rafael Barreiros, Roberto Fabri
Project Manager: Carol Marques
Motion Designer: Jorge Jr.
Film: Delicatessen Filmes
Director: Chris Tex
Post Production and VFX: Tribbo Post
Sound track, design and mixing: King Crab

 
 

A Cockroaches' Nightmare

 
 
 

ALONE. FRIGHTENED. IN THE DARK. POOR ROACH.

Havas Worldwide | 2015 - Creative Concept, Art Direction - Client: Mortein/RB

A horror parody to relieve the fear people feel when bumping into a cockroach.
Now, not just you'll not be afraid of them, you'll turn into its worst nightmare.

 
 
 
 

Full credits:

Creative Director: Alexandre Ravagnani
Creative Concept: Claudio Villa, Flavia Coelho
Art Director: Claudio Villa, Victor Britto
Script: Rubia Sproesser
Account Manager: Amanda Teixeira
Film: Vetor Zero
Director: Fernando Sanches
Sound Design: ybmusic/Anvil FX
Client Approval: Giancarlo Guarnieri, Mônica Nascimento, Holly Garbett

 
 
 

Weigh your enemies.

 
 

IMAGINE. IT FITS MORE.

HAVAS WORLDWIDE | 2017 - CREATIVE CONCEPT, ART DIRECTION - CLIENT: CHINA IN BOX

China In Box is a food made to be shared - one single box weights almost 1 kg. But it wasn't perceived as that.

In a year of crisis this scenario made sales drop. 

There were many ways to solve this. We used the enemies.

 
 
 

Full credits:

Creative VP: Marcelo Siqueira
Planning VP: Renata Bokel
ECD: Marcelo Torma
Creative Director: Eduardo Freitas, Camila Dammann
Creative Concept: Claudio Villa, Carlos Credie
Account Manager: Fernanda Modena, Daniela Oi
Planning: Dannyllo Silveira, Rachel Fahr Nogueira
Media: Andrea Ferreira
RTV: Wellington Azeituna
Film: Shinjitsu Filmes
Director: Maira Toledo Silva Fridman e Lina Toledo Silva Fridman
Audio: Soup Records
Client Approval: Mary Kaidei / Rosana Kimura

 
 

A Love Capsule

 
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CARNIVAL ≠ SEXUALITY

Havas Worldwide | 2015 - Creative Concept, Art Direction - Client: Durex/RB

Brazilians are well-known around the world by our 4 days street party called Carnival. Bare-naked men and women walking in the streets, lots of caipirinhas, everything is conducive to sex at this time of year.

But after that, the story is completely different. Talking about sex is almost a taboo for the vast majority of the country. Plus in a recent research, we discovered that 1 in every 2 Brazilians is not happy about their sexual life.

Durex arrived in Brazil to break the taboo and raise sex to another level.

The Durex Love Capsule was a 15 meters above the ground VIP lounge that happened during the Salvador Carnival. People could enjoy the view with their partners, doing whatever they wanted in a protected ambient - inside of the capsule, you could see what is outside, but not the other way.

But more than this, the Love Capsule raised awareness and people start to discuss sex-related subjects over the country. Not just about safe sex, but matters concerning sexuality itself, gender freedom of choice, etc.

We subverted Carnival to make people questioning sexuality matters in a way no one had made before.

 

 
 
 
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AWARDS & RECOGNITION:

Webby Awards – Honoree in Integrated Campaigns 2015

FULL CREDITS:

Creative Director: Jonas Kühner, Jorge Teixeira
Creative Concept: Jonas Kühner, Jorge Teixeira, Claudio Villa, Ana Dolabela
Art Director: Claudio Villa, Dani Mochida
Copywriter: Ana Dolabela
Account Director: Elisa Rigotti
Client Approval: Eduardo Magalhães

 
 
 

Your whites whiter, even on Instagram

 
 
 

<3 YOUR WHITE CLOTHING

Havas Worldwide | 2016 - Creative Concept, Art Direction - Client: SBP/RB

People only realize that the white color of their clothing is not really white when they are able to compare it with a whiter shade.

On Instagram, whenever you like a photo, a white heart appears over it. By comparing both shades of white we make people realize how their clothes can turn whiter with Vanish.

Results:

This simple idea got more than a thousand Likes and hundreds of comments. When compared to the average engagement of previous posts results were up to 4x higher. With zero investment.

 

 
 
 
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FULL CREDITS:

Creative Director: Alexandre Ravagnani
Creative Concept: Claudio Villa, Carlos Credie
Art Director: Claudio Villa
Copywriter: Carlos Credie

 
 
 

Turn Off  to Turn On

 
 
 

WE'VE LET TECHNOLOGY GET IN THE WAY OF SEX.
LET'S DISCONNECT TO RECONNECT.

Havas Worldwide | 2014 - Creative Concept, Art Direction - Client: Durex/RB

Increasingly, we are bound to technology. Smartphones put the decisions on the tip of our fingers and made us increasingly keep an eye on them. But life is what happens when we look around. That's when we began to pay attention to the details. And we realize that they are everywhere.

Because of the intrusion of technology in our modern lives, people are having 20% less sex today than they were in 2000.

WWF’s Earth Hour started in 2007 as a lights-off event to raise awareness about climate change, engaging nowadays more than 162 countries worldwide. This Earth Hour, Durex wants to get great sex back on the agenda and inspire couples everywhere to reconnect.

By deconstructing tech names that sound so natural to us, we go back to what really matters, to what is human. We #TurnOffToTurnOn

 

 
 
 
 

FULL CREDITS:

Creative Director: Rodrigo Corbari
Creative Concept: Claudio Villa, David Levy
Art Director: Claudio Villa
Copywriter: David Levy

 
 
 

PARANOIA COMES IN BZZZZZZS

 
 
 

HIDE AND SEEK AD

Havas Worldwide | 2016 - Creative Concept, Art Direction - Client: SBP/RB

Idea for the SBP Bug Repellent launching.

The 12th DEC 2016 Folha de S. Paulo newspaper edition had a special about how to prevent yourself from zika, dengue and other mosquito transmitted diseases.

We placed several mosquitoes hidden on the newspaper. 

Copy:
You didn't noticed, but there are 12 mosquitoes hidden in this newspaper.
SBP protects your family even from the mosquitoes of Zika and Dengue that you can't see.

 
 
 
 
 
 

FULL CREDITS:

Creative VP: Marcelo Siqueira
Executive Creative Director: Marcelo Torma
Creative Director: Alexandre Ravagnani
Creative Concept: Claudio Villa, Carlos Credie, Marcelo Mandaji, Paulo Amaral
Art Director: Claudio Villa
Copywriter: Carlos Credie

 
 
 

Know what you're booking.

 
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DON'T JUDGE A HOTEL BY ITS WEBSITE.

Euro RSCG | 2015 - Creative Concept, Art Direction, Script

Everybody looks pretty in a Facebook profile picture. Just like every hotel looks good on internet. But when you are finally there, the experience could be completely different.

We teamed up with actor and humorist Paulinho Serra from Amada Foca (also from Globo and MTV) to show the downsides of trusting your stay with a I-don’t-know-this-hotel-but-looks-good-on-their-website.

The results were impressive. With little production budget, the web videos have reached more than 3.6 million views and bookings at accorhotels.com increased 35%.