Riachuelo (Paris 2024)
w3haus | Senior Strategic Art Director | 2024
As the official fashion sponsor of Team Brazil at the Paris 2024 Olympics, Riachuelo launched a 360º campaign to celebrate national pride and craftsmanship on a global stage.
Adidas
Client: The Agency | 2035 | Creative, Photography
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The campaign, titled “Pride Embroidered on the Chest” (“Orgulho Bordado no Peito”), centered on handcrafted embroidery made by artisans from Seridó, using upcycled denim and sustainably sourced materials. Our goal was to tell the story of Brazilian identity through the lens of fashion, culture, and sustainability — while evoking the spirit of Paris 2024 in a bold, visual way.
What I did
I led the full creative art direction, collaborating with other ADs and overseeing the creation of all key visuals. This included defining the visual language of the campaign, guiding the integration of embroidery into layouts, and ensuring creative consistency across all assets — from striking campaign imagery to visual merchandising and digital content.
We also helped bring the story to life through branded content, TikTok videos with the Team Brazil mascot, and even an airplane wrap — turning the campaign into a powerful statement of cultural and visual identity.
