https://www.gustrava.club/work daily 1.0 2025-02-14 https://images.squarespace-cdn.com/content/v1/5a53f2e5e9bfdf0b5c238552/1515805999289-5XUDGAU8W9UAVTW0SQEG/Captura+de+Tela+2018-01-12+a%CC%80s+23.02.33.png Work - Rico Dalasam - Não Posso Esperar Fiz a produção executiva do videoclipe da música Não Posso Esperar (Rico Dalasam), gravado em NYC. O clipe teve direção do Toddy Ivon e direção de arte do Oga Mendonça. Dê o play acima. (Ago/2014) https://images.squarespace-cdn.com/content/v1/5a53f2e5e9bfdf0b5c238552/1515809172797-9040IEGAJFKW9919P8F2/Captura+de+Tela+2018-01-13+a%CC%80s+00.05.05.png Work - Google - Color+City Trabalhei como PR/assessor de imprensa em algumas etapas do projeto Color+City, pela agência de comunicação FLAGCX. O projeto foi criado pelos artistas Gabriel Pinheiro e Victor Garcia e abraçado pelo Google e pela FLAGCX, que trabalharam em rede com vários outros colaboradores. (Jul/2013). Color+City foi um plataforma online que conectava os donos dos muros das cidades com artistas de rua, grafiteiros e qualquer pessoa que quisesse "colorir" as ruas do espaço urbano. https://images.squarespace-cdn.com/content/v1/5a53f2e5e9bfdf0b5c238552/1515811663526-D3WVZAKD51J0FXLAZ6D0/red-bullfesta3.jpg Work - RED BULL, digital academy launch party Produção executiva da festa de lançamento do projeto Red Bull Digital Academy, junto com a parceira Elisa Gijsen, pela FLAGCX. O evento aconteceu na Red Bull Station, e comemorou um projeto feito para a Red Bull pela FLAGCX: uma plataforma para novas programadoras/es e artistas-programadoras/es desenvolverem projetos digitais criativos. (Mai/2014) Fotos: Victor Nomoto/I Hate Flash https://images.squarespace-cdn.com/content/v1/5a53f2e5e9bfdf0b5c238552/1515817276443-I82NETKIDP8YWS76MQ46/Captura+de+Tela+2018-01-13+a%CC%80s+02.14.44.png Work - DANONINHO - #EuQueFiz Roteiros da série #EuQueFiz: seis vídeo-tutoriais para Danoninho, cuja ideia era ensinar aos pais e mães a preparar brincadeiras e atividades simples que ajudassem a dar autonomia a seus filhos e filhas nas férias. (Jun/2016). A série foi criada em parceria com Kito Vivolo, diretor do NR Acampamentos (acampamento para crianças). O planejamento e concepção dessa campanha foram feitos coletivamente, por mim e por todas manas da Condessa, agência em que eu trabalhava na época. Veja um exemplo acima, e assista os outros episódios da série na fanpage de Danoninho, aqui: https://goo.gl/UTSRtp https://images.squarespace-cdn.com/content/v1/5a53f2e5e9bfdf0b5c238552/1517286613208-4K65NVBIDOFRR659A52C/18699792_226372734531936_8506633823484778555_n.jpg Work - MASP, oficina de artivismo Ministrei, junto com outras e outros membres d'A Revolta da Lâmpada, a oficina ARTIVISMO DA FECHAÇÃO: estratégias de luta para rachar menos e somar mais. (Mai/2017) No primeiro dia (sábado), juntamos outros 5 artistas e/ou coletivos dissidentes, de vários recortes, para uma oficina colaborativa: 1) TRANSarau, coletivo artístico de artistas e educadores/as voltado para a população trans. 2) Visto Permanente, coletivo de artistas imigrantes e/ou refugiados de várias nacionalidades. 3) Meninos bons de bola, grupo de homens trans que jogam futebol juntos e repensam o esporte a partir de suas transmasculinidades 4) Gaymada, coletivo LGBT que ocupa o espaço público para jogar queimada e misturar esporte com performance 5) Leandrinha Du Art, artista, comunicadora, travesti e cadeirante, que usa seu corpo como plataforma artística No segundo dia (domingo), todes se juntaram e ocuparam o vão do MASP para uma etapa prática e colaborativa da criação artivista, onde pessoas que passavam na rua também podiam interagir com o espaço e propor ações artísticas, manifestos, falas, denúncias, entre outros. https://images.squarespace-cdn.com/content/v1/5a53f2e5e9bfdf0b5c238552/1566539541347-JE5KXVFUF028HBQL7XI1/Captura+de+Tela+2019-08-23+a%CC%80s+02.50.45.png Work https://images.squarespace-cdn.com/content/v1/5a53f2e5e9bfdf0b5c238552/1515820579808-AQ2HI7PHW1U59IPFHGS4/pajuba-criar.jpg Work - INSTITUTO CRIAR, LGBT no audiovisual O primeiro trabalho "oficial" da Pajubá, Diversidade em Rede foi um workshop sobre gênero, sexualidade e a representação LGBT no cinema/audiovisual. (Dez/2016) Ministramos esse WS no Instituto Criar - projeto social que é uma escola de cinema para jovens de periferia -, para todes 150 alunes do Instituto, em três turmas de 50. A identidade visual da Pajubá ainda nem existia, esse logo era provisório, etc, sorry, risos. O convite para o trabalho surgiu porque havia alunes Trans nas turmas, e a coordenação pedagógica decidiu abrir uma discussão sobre os paradigmas LGBT no Instituto, pela primeira vez até então. https://images.squarespace-cdn.com/content/v1/5a53f2e5e9bfdf0b5c238552/1597716474959-5UXHI2X9W94OW909TVR2/soledad.png Work https://images.squarespace-cdn.com/content/v1/5a53f2e5e9bfdf0b5c238552/1597720925044-NRACPMU67TVJGNH9AAF4/DANONE_CAPA2.jpg Work https://images.squarespace-cdn.com/content/v1/5a53f2e5e9bfdf0b5c238552/1597783181430-YGR4YAG62YP9JION6YJ9/eternamente_sou.png Work https://images.squarespace-cdn.com/content/v1/5a53f2e5e9bfdf0b5c238552/1597783845729-A5T5ESDJYUL6DVZKVHZY/capa.png Work https://images.squarespace-cdn.com/content/v1/5a53f2e5e9bfdf0b5c238552/1597784113052-RX0Q3EXE9U5N4LKZYKZO/image-asset.jpeg Work https://images.squarespace-cdn.com/content/v1/5a53f2e5e9bfdf0b5c238552/1597784536003-U7EH9LP19TFZ6C9RRKKE/image-asset.jpeg Work https://images.squarespace-cdn.com/content/v1/5a53f2e5e9bfdf0b5c238552/1598315866769-FMRNR3DA4RZ3H81JVZLL/tasha_tracie.png Work https://images.squarespace-cdn.com/content/v1/5a53f2e5e9bfdf0b5c238552/1515635520288-YSHAWD3DVJQ0HJ2Q6CRC/avon-bbcream2.png Work - AVON - BB Cream Color Trend I participated in the campaign AVON Color Trend - For All, which aims to celebrate “skin democracy”, together with queen Elke Maravilha, one of the most inspiring Brazillian queer artists of all times. I was selected in a casting call that aimed to represent a wide variety of bodies and identities, with a focus on LGBTQIA+ artists and activists. (June/2019) Other people who participated include: Liniker, Raquel Virgínia e Assucena Assucena (As Bahias e a Cozinha Mineira), Tássia Reis, Jéssica Tauane (Canal das Bee), Gabriel Rocha and Nicolas Henriques. This was Elke Maravilha’s last work, who sadly passed soon after that. https://images.squarespace-cdn.com/content/v1/5a53f2e5e9bfdf0b5c238552/1515819381704-YBCA0ZL9BXKK9EQ6XQLS/Captura+de+Tela+2018-01-13+a%CC%80s+02.48.51.png Work - FLAGCX - Streetability I co-wrote with Luisa Martini (FLAGCX) the script for the promotion video of workshop Streetability, created by FLAGCX in partnership with consulting firm Mandalah. (2014) The workshop’s subject was to discuss the emergence of possibilities for occupying the street/public space for ends traditionally seen as meant for indoors/private spaces. Additionally, the workshop looked at the strength of the street as a space fort sharing and community sense. It is a simple video and, even though I would personally challenge some of the script choices, I am absolutely fond of the outcome and especially of the subject. https://images.squarespace-cdn.com/content/v1/5a53f2e5e9bfdf0b5c238552/1515806927631-IHOXCZOZGG6HGJV3OMS5/Captura+de+Tela+2018-01-12+a%CC%80s+23.27.26.png Work - OLX - Desapega: uma série baseada em desapegos reais. | Ep. 01 Joana I participated in the creation of the concept and co-wrote the script for the first episode of the series Desapega, created for OLX. I also wrote the song for the video in partnership with other copywriters and musical producers working for the PONG Dynasty advertising agency. (May/2017) https://images.squarespace-cdn.com/content/v1/5a53f2e5e9bfdf0b5c238552/1680403696514-F06I1YZMP3WYVO8RD845/Captura+de+Tela+2023-04-02+a%CC%80s+03.47.39.png Work https://images.squarespace-cdn.com/content/v1/5a53f2e5e9bfdf0b5c238552/1680647649089-H2LMDOMOE32PHD9VG4MU/IMG_0788.JPG Work https://images.squarespace-cdn.com/content/v1/5a53f2e5e9bfdf0b5c238552/1680802314237-9PFR1HJFCP0LEXTTH8RT/IMG_6427.PNG Work https://images.squarespace-cdn.com/content/v1/5a53f2e5e9bfdf0b5c238552/1515611740292-ULVG8NCKSV9GQOHOT33C/marina-metodo.jpg Work - MARINA ABRAMOVIC INSTITUTE - TERRA COMUNAL I worked as a reporter on the coverage of the Terra Comunal exhibition by artist Marina Abramovic with fellow journalist and curator Ulisses Carrilho. (Mar-May/2015, São Paulo) This work was done for FLAGCX, working for the Marina Abramovic Institute (MAI). Terra Comunal, which took place at SESC Pompeia between March and May of 2015, was the largest retrospective about the works of Marina Abramovic ever made in South America. It was also the platform for the exhibition of eight Brazilia performance artists/projects, such as Maurício Ianês, Paula Garcia, Grupo EmpreZa, Maikon K, Rubiane Maia, Ayrson Heráclito, Fernando Ribeiro, and Marco Paulo Rolla - curated by Paula Garcia, Lynsey Peisinger, and Abramovic herself. Dozens more artists and researchers participated in parallel events during the exhibition. Visitors were also able to enjoy the meditative experience of the Abramovic Method, created by the artist. My work consisted of living daily in this artistic ecosystem to write reports on the works, personal reports on my own experiences, and interviews with artists, visitors and visiting artists. I wrote about the Abramovic Method here. More of my texts here. Photos: Victor Takayama and Victor Nomoto https://images.squarespace-cdn.com/content/v1/5a53f2e5e9bfdf0b5c238552/1674870376717-NWF97WGOX64KH1TGH5VD/Captura+de+Tela+2023-01-28+a%CC%80s+01.45.53.png Work - ECOAR, environmental program for content creators Representing my company, PAJUBÁ, I created, conceptualized, strategized and executed as creative director an environmental program for content creators called ECOAR (named by yours truly). The visual identity was briefed my me and designed by the amazing Victor di Lorenzo. (2020 - ongoing, Brazil) In each edition, there's a journey of talks, workshops and classes to encourage a group of 20 micro-influencers in Brazil to talk more and better about the impacts of deforestation in the country, linking the socio-environmental issue with their fields of interest, The program is focused on strategic communication for environmental causes, best practices in social media and ways to grow audiences with content related to social change. I created this project for Diálogo Brasil (DB), a Brazilian initiative for communication that responds to an international environmental organization called CLUA (Climate and Land Use Alliance). DB's main purpose is to use communication strategies to tackle deforestation (especially in the Amazon and Cerrado biomes) and strengthen indigenous rights, voices and cultures in Brazil. ECOAR was born to follow a need of many environmental & activist organizations that often work with DB - they often complained about the lack of a long-term environmental program for influencers, to make the subject of deforestation a hot topic all year long, not just during critical periods. We created this project together with many of these organizations, like Greenpeace Brazil, Imazon, Imaflora, Idesan, IPAM, Projeto Saúde & Alegria, ISPN, Escola de Ativismo, Mídia Ninja, among others. We had already three editions of ECOAR, all online, with 6 encounters - two of them conceptualized by me (PAJUBÁ), two conceptualized by YouPix, one by DB and one final graduation encounter. The themes of each edition (so far) were: 1) DEFORESTATION 101 (for micro-influencers who were already talking about environmental issues) 2) DEFORESTATION & SOCIETY (for creators from neighbor issues like racism, feminism, LGBTQIA+ rights, human rights, workers rights, etc - tu plug deforestation into their field of interest) 3) DEFORESTATION & HEALTH (for creators talking about health in many different ways) https://images.squarespace-cdn.com/content/v1/5a53f2e5e9bfdf0b5c238552/1515605539427-ESQRD2J1ZRQID9YWBBLV/close-mural-absolut.jpg Work - ABSOLUT - A ARTE RESISTE I was one of the consultants (via PAJUBÁ) for some initiatives in the campaign A ARTE RESISTE, by Absolut, created by LiveAD and PR by SOKO. (Oct-Nov/2016, São Paulo) Big Idea: ART RESISTS, THE WORLD PROGRESSES (“A ARTE RESISTE, O MUNDO PROGRIDE” in Portuguese) This campaign aimed to support the art of resistance with a focus on the promotion of trans artists. The campaign highlighted artists Raquel Virgínia and Assucena Assucens from As Bahias e a Cozinha Mineira and Linn da Quebrada and financed a music video for them. The consultancy provided by PAJUBÁ made the connection between the teams at Absolut, LiveAD and SOKO and the trans arts universe in São Paulo and supervised the execution of the main initiatives in the campaign. //// Scope of work 1) CREATIVE CONSULTANCY for Patrick Rigon and Renan Santos, artists who created the graffiti/mural “A Arte Resiste” painted on a building in Downtown São Paulo (photo). In addition to co-creating the various narrative layers found in the mural, we also selected trans men and women who are relevant in LGBTQIA+ activism in Brazil to feature in the selection of faces at the bottom of the mural. 2) Structuring of a facilitated debate between all teams involved in the project with four trans artists from different languages: model, actor, and performer Aretha Sadick, rapper and MC Cecília Dellacroix, performer and visual artist Caio Jade, and actor and director Renata Carvalho. Theme of conversation: Trans Bodies in the art market 3) WORKSHOP on gender, sexuality, the LGBTQIA+ acronym and trans representativity in art for all teams involved in the project. 4) STAFF TRAINING with a focus on diversity for the launch party of the project, plus the promotion of the party to a mailing list of trans artists and activists invitees. Party photos: Hick Duarte https://images.squarespace-cdn.com/content/v1/5a53f2e5e9bfdf0b5c238552/1515778957466-JRNZX3U2CG4YTAAATX99/15192589_10154477958161321_7949661863274621046_n.jpg Work - A REVOLTA DA LÂMPADA I'm a proud member of the artistic and activist collective A Revolta da Lâmpada (Lamp Riot in literal translation) since 2014, as co-founder, concept co-creator, artist, curator, creative writer, producer, communicator and speaker. (2014 - 2022, São Paulo). The intersectional collective (@arevoltadalampada on Instagram), with queer inspiration, organized, from 2014 to 2020, annual performative marches in a hybrid place between street party, artistic festival and protest. For every of the five editions we had, I would engage in organizing, conceptualizing the year's theme and curating a line up of dissident artists / activists from many different fields - DJs, singers and musicians, street visual artists, performance artists, dancers, poets/rappers, fashion designers, photographers, videomakers, and speakers. I would also perform as the protest's MC and conceptualize collective performances for the whole parade to join in. I was involved in everything, from production to curatorship to acting as the MC. Revolta da Lâmpada is rooted in two main ideas: 1) Free bodies! (Corpo Livre!) - it calls for body liberation in an intersectional alliance between people from different oppressed identities within the urban context, from LGBTQIA+, POC, feminist, immigrant, HIV+, indigenous, and many other backgrounds. The name A Revolta da Lâmpada is inspired by an homophobic attack that happened circa-2010, when a group of people was beaten up with fluorescent lamp tubes at the most important avenue of São Paulo. After that, the lamp (ironically) started becoming a symbol of oppression for every body that's not perceived as adequate to the social norms, therefore punishable, de-humanized. We wanted to reclaim the lamp for ourselves, reinforcing dissident bodies as sources of light and freedom. 2) Partying is also protesting! (Fervo também é luta!) - A Revolta da Lâmpada's main happening is an annual performative protest / public party at the streets of São Paulo, serving as a platform for independent artists / activists from diverse backgrounds, such as a street festival or parade. In 2016, along with the collective, I had the amazing opportunity to work together with MASP (Art Museum of São Paulo) and their team of curators in 2016 to deliver, inside the museum's main exhibition space, an open workshop about STRATEGIC ARTIVISM. For more than two years, we also organized open talks at MAM about many different aspects of body-based discrimination in Brazil, often turning them into performative happenings. We've had many other activities over the years, like Cicla das 5 (public debates at FESPSP), public performances such as Amazonas do Fervo , etc. My role inside the collective goes from planning to content, creating and structuring performative/activist ideas, event production, and many more. Photos: Thiago Dezan, Cleiton de Paula, Elaine Campos, Jal Vieira https://images.squarespace-cdn.com/content/v1/5a53f2e5e9bfdf0b5c238552/1553870084643-VIJWXQDTAVPUHSNGK5VH/Captura+de+Tela+2019-03-29+a%CC%80s+11.33.47.png Work - EUDORA, natal astral I wrote the script for the main film and 12 video pills for the campaign Natal Astral by Eudora, in which Ingrid Guimarães (famous Brazillian actress and humorist) makes one gifting suggestion for each of the 12 signs of the Zodiac. Each pill is about a sign. It is an example of creation with humour as the main element. The campaign was created in partnership with CUBOCC. (Nov/2018, Brazil) The campaign video can be seen above. See two examples of signs below and the complete playlist with all 12 zodiac signs here. https://images.squarespace-cdn.com/content/v1/5a53f2e5e9bfdf0b5c238552/1598308999040-5EGTFVSDH36HWFR2HWJC/image-asset.jpeg Work - D3 STUDIO, brand culture I co-created a culture and brand identity plan for D3 Studio, a company of digital solutions, together with a team of 12 professionals in the first remote edition of MESA. In this process, I also wrote the script for the video manifesto (hero asset) of the creative strategy, which was edited by videomaker Felipe Griebel. MESA is a team-based platform for agile prototyping. Click here to find out more. (May/2020, Brazil) You can watch the video above. https://images.squarespace-cdn.com/content/v1/5a53f2e5e9bfdf0b5c238552/1566537631481-K8C0BQ54AGZTR47LJJ4O/Festival-MIX-Brasil-cover.png Work - 26 https://images.squarespace-cdn.com/content/v1/5a53f2e5e9bfdf0b5c238552/1515812869933-A08APKMAPEKHEJNFXCDQ/DSC_0306.jpg Work - DEEZER, música fura a bolha Creation of concept and brand experience for Deezer’s end-of-the-year party aimed to celebrate the diversity of Brazilian music. (Dec/2017, São Paulo) In designing the experience, I aimed to mix various Brazilian musical and cultural expressions in the same space, from funk to brega to arrocha to rap, thus inviting people to come out of their musical preference bubbles. The party took place on the terrace of Purple Cow agency with a pocket show of Baco Exu do Blues and a line-up of DJs I curated: Batekoo, Omulu, Animalia, Ad Ferrera, Marara Kelly and Maravilhosas Corpo de Baile. The scenography was an exhibition of the works of textile artists Alexandre Heberte and Gustavo Silvestre . Photos: Rafael Canoba https://images.squarespace-cdn.com/content/v1/5a53f2e5e9bfdf0b5c238552/1553866414814-TIAZ3GG8TEI8D8CFZG8Y/turma-do-boletinho.jpg Work - GUIABOLSO - Qualquer Jeito (Não Está Sendo Fácil) - Turma do Boletinho I co-created the concept of the campaign “The Sometroubles” and wrote the script for the main video and video-pills with each of the 4 characters: Larry “The Lonesome” Lending Rates, Francis “The Fearsome” Fees, Irene “The Irksome” Invoices, and Bobby “The Bothersome” Bill. The campaign launched the rebranding of the Guiabolso app, which offers financial management and solutions in an easy and accessible way. This campaign was created in partnership with CUBOCC and MESA. (Sept-Nov/2018, Brazil) The idea of the campaign was based on the personification of the 4 main headaches in personal financial planning: lending rates, bank fees, invoices and bills. bank slips, invoices, fees, and interest. We chose the song “Qualquer jeito”, by Roberto Carlos, basically the Brazillian Elvis, for the soundtrack. Its chorus says “Não está sendo fácil”, (“It's not been easy”) and is widely used by Brazilians in social networks in situations of financial trouble. I also participated in the process of rebranding Guiabolso, when I co-created its brandbook, wrote an open letter to communicate the rebranding, and served as brand expression consultant. https://images.squarespace-cdn.com/content/v1/5a53f2e5e9bfdf0b5c238552/1515773032266-XJWZLSF1E5OXRPIE7XDF/image-asset.jpeg Work - Bourbon County - Follow The Goose I created the concept and planning and produced content for the Bourbon County beer campaign in Brazil. (Aug/2016, São Paulo) The project: launching Bourbon County beer (a special label by Goose Island brewery), considered the best in the world with only 672 bottles available for sale in Brazil. The focus was on building value for the Goose Island brand from this extremely exclusive launch. The dialog had two fronts: a more technical one, focused on experts in craft beers (and who already knew the value of the product), and a more inspirational one, to gain the attention of those who are interested in beers but are not experts. Another objective was to highlight the urban character of a foreign brand that had recently arrived in São Paulo. ///// Scope of work 1) CREATION OF THE CONCEPT “FOLLOW THE GOOSE” in partnership with colleagues from Condessa agency, whom I met while working there. 2) PLANNING of the campaign, also jointly created with the team at the agency. We were inspired by the speakeasy concept: a “secret” gathering space in hidden or non-obvious locations of a city to create the experience of urban discovery. The idea: mapping these special places in São Paulo and distributing all 672 bottles among them. Those with a real interest in buying a bottle of Bourbon County would have to hunt those places to discover less visible narratives in São Paulo and purchase the product at those places. 3) SPEAKEASY MAP/GUIDE: I performed the ground work, locating most of the places chosen for the sales of Bourbon County which were then translated into a printed map/special guide by Goose Island, in which I told the history of each of these places (see photo below). https://images.squarespace-cdn.com/content/v1/5a53f2e5e9bfdf0b5c238552/1597846895192-F0BLZWLS1NQSWL8MW13T/image-asset.jpeg Work - MECA, brand manifesto I co-created the strategy and concept for the repositioning of MECA festival together with creatives Matheus Dick Lee and Alberto Lins and festival CEO Rodrigo Santanna. I also wrote the script for the video manifesto used as the hero asset of the repositioning initiative. (Oct-Nov 2019, São Paulo) ///// Scope of work 1) Script and co-direction of the video manifesto. 2) Creation of the repositioning strategy. 3) Creation of concept based on a platform of gathering and connection between different cultural and creative communities. https://images.squarespace-cdn.com/content/v1/5a53f2e5e9bfdf0b5c238552/1515780577514-I2GHO2RC0C8X8QZU5QTQ/1464686_658389764200984_1261987952_n.jpg Work - FLAGCX - CULTURE & COMM I was the leader of both internal culture and communications and also external communications for 3 years at FLAGCX, a group of communication, creation and technology companies, with (at the time) presence in the cities of São Paulo, Rio de Janeiro & Porto Alegre. I worked for CLAN -- the culture, education, and human development unit at FLAGCX led by CEO and co-founder Luisa Martini. (2012-2015, São Paulo, Rio de Janeiro & Porto Alegre) My activities during this period were: 1) CULTURE DEPUTY: creating, planning and executing the Culture Plan of FLAGCX and of each of the 10+ companies in the group. This included the creation of core values and planning of internal initiatives that reflect those values: parties, hackathons, events, artistic presentations, workshops, channels for communication and exchange of knowledge, etc.. 2) INTERNAL COMMUNICATION LEADER: I was the channel between FLAGCX and its employees, wrote all the general and specific company communications, in addition to general documents, such as company guidelines. In the context of the communication agencies in São Paulo, this was pioneer work for the construction of a more affective, authentic, spontaneous and fun “corporate language”. 3) PUBLIC/PRESS RELATIONS LEADER: I was also responsible for coordinating FLAGCX’s PR, both the strategies for communicating to the press about the projects developed by the companies in the group, and for the communication between FLAGCX and the press and influencers. For part of the time, PR agency Giusti was our partner. Some of the main projects I worked as PR leader include Mesa&Cadeira com Kobe Bryant, Google Color+City, AXE Romeo Reboot, Hellmann's Whatscook etc. 4) BRAND POSITIONING: in partnership with Luisa Martini, Roberto Martini and planners Keid Sammour and Elisa Gijsen, I helped build and contextualize FLAGCX’s tone and positioning both internally and in the market. 5) SOCIAL MEDIA BRANDING: I also used FLAGCX’s fanpage as a company blog, in which posts served as articles or short essays about FLAGCX’s projects, justified and contextualized with the phenomena and paradigms of our time. Some of the posts I like are here and here. https://images.squarespace-cdn.com/content/v1/5a53f2e5e9bfdf0b5c238552/1566257292612-W782M0DC9OARERGO1Z5Q/familias.jpg Work - MIRA FILMES, famílias I organized (via PAJUBÁ) a workshop on the history of the LGBTQIA+ movement in Brazil for Mira Filmes in partnership with activists Regina Facchini and Erika Hilton. At the time, Mira Filmes was in the production process of “FAMÍLIAS”, a series about families of LGBTQIA+ people living on the outskirts of the city of São Paulo. (May/2017, São Paulo) In the event, we aimed to present the historical, political and affective dimensions of LGBTQIA+ experiences in the city over the last 4 decades. We also aimed to establish a connection between the existence of LGBTQIA+ families and the experiences of exclusion felt by the the queer community living on the fringes of the city - in a way that intersects gender, sexuality, race, and class. The series aired on the TV channels Cultura, Futura, and Brasil. SYNOPSIS OF SERIES “FAMÍLIAS” In São Paulo, some non-traditional families are articulating in favour of LGBTQIA+ rights. Their last names include D’Matthah, Vallentyne Lawinny, Mad Queen, Lobos, and Stronger. These families consist of groups of LGBT adolescents and young adults coming from the fringes of the city of São Paulo who decided to join together, not because of their blood connections, but because of their affection and the desire to conquer public spaces without fear and without feeling discriminated against. The origin of each family is a story of its own. Starting in the mid-2000s, they now congregate hundreds of members, most aged 16 to 20, divided in the roles of father, mother, son or daughter. The series Families aims to reveal the profiles of each of these groups of adolescents and young adults. Five families are portrayed with a focus on three of their members. Direction: André Bomfim and Paula Sacchetta Genre: Documentary Number of episodes: 5 Duration of each episode: 26 minutes https://images.squarespace-cdn.com/content/v1/5a53f2e5e9bfdf0b5c238552/1515607518527-UY0O6O4J4ISFV2IDGM8Q/Captura+de+Tela+2018-01-10+a%CC%80s+16.04.07.png Work - AVON - UNIÃO PELA DIFERENÇA Together with other professionals curated by PAJUBÁ, we co-signed the conception and execution of the 2017 AVON Brasil Diversity Week. The internal campaign aimed to raise awareness and educate the 6,000+ AVON employees about diversity. All initiatives were conceived, directed and executed by PAJUBÁ. (May-Jun/2016, São Paulo) This campaign was the result of a partnership with AVON’s PR agency SOKO and audiovisual production firm, The Kumite. ///// Scope of work 1) VIDEO MANIFESTO (above) created, scripted, and directed by me and broadcast to all TV monitors in the manufacturing plant and offices during the Diversity Week (focus on awareness). 2) FOUR EDUCATIONAL POSTERS (examples shown below) to discuss four types of oppression that are common in the workplace: LGBTphobia, racism, sexism and ableism (discriminating against persons with disabilities). All four were broadcast in a reel on the TV monitors in the manufacturing plant and offices (focus on education/information). The posters about sexism and racism were produced in partnership with black consultant, researcher, and feminist Alê Almeida. The poster about ableism was produced in partnership with disabled, transgender artist and activist Leandrinha Du Art. 3) CIRCLE OF EXPERIENCES: in the middle of Diversity Week, on June 28th, LGBT Pride Day, we invited all employees to a discussion group about Diversity and Work. The discussion group included disabled blogger Ivone de Oliveira (‘Gata de Rodas’), singer, artisan, and black feminist Éricah Azeviche, and trans researcher and activist Magô Tonhon. PAJUBÁ was the mediator. https://images.squarespace-cdn.com/content/v1/5a53f2e5e9bfdf0b5c238552/1515639248824-JE9O87CTNTDKGCYPA0H3/IMG_9339.jpg Work - BEN & JERRY'S - CARNAVAL LGBT I provided consultancy on diversity for Ben&Jerry's in 2017. That year, Ben&Jerry’s sponsored LoveFest, an LGBT festival/party within the São Paulo Carnival festivities. In order to better understand the potentialities for the partnership, the brand hired PAJUBÁ for consultancy work on the relation between the LGBT community and the Carnival festivities. (Feb/2017, São Paulo) //// Scope of work 1) CIRCLE OF LIFE EXPERIENCES with the theme: “LGBT CARNIVAL: problems and strengths”. The Circle of Life Experiences is a methodology created by PAJUBÁ for intersectional debates with a diverse cross-section of participants and a focus on the personal and affective experiences that people have with the subject. For this Circle of Experiences, me and consultant Ariel Nobre invited Regiane Soares, black feminist and cultural agitator from the Parelheiros neighborhood of São Paulo, Lua Lucas, actor, cultural producer and trans woman, Tchaka, Rainha das Festa, drag queen and official MC of the São Paulo LGBT Pride Parade. B&J brought Otávio Bonfá from Casa 1, an LGBT housing organization and cultural center, to the conversation. On the day of the event, all profits from sales of B&J’s Chocolate Chip Cookie Dough ice cream were donated to Casa 1. This Circle of Experiences took place at the Ben & Jerry's store in Oscar Freire Street, in São Paulo, one of the most exclusive addresses in the city, symbolically occupied by queer bodies. 2) LGBT CARNIVAL REPORT: after the debate, we prepared a report with the context of the initiative, key findings on the relation between Carnival and the LGBT community, an explanation of the methodology of the event, an introduction to each guest, and a summary of their speeches in the debate. https://images.squarespace-cdn.com/content/v1/5a53f2e5e9bfdf0b5c238552/1693787306576-JGNZ1ZLPX8WSNMT3WQ25/Captura+de+Tela+2023-09-04+a%CC%80s+01.14.06.png Work https://images.squarespace-cdn.com/content/v1/5a53f2e5e9bfdf0b5c238552/1693937574101-PER7G3826KK5GYDLGIF4/WhatsApp%252BImage%252B2023-04-02%252Bat%252B02.26.46.jpg Work https://images.squarespace-cdn.com/content/v1/5a53f2e5e9bfdf0b5c238552/1714827732374-VWHJKZ47GA1V5TV16DP1/Captura+de+Tela+2024-05-04+a%CC%80s+12.35.47.png Work https://images.squarespace-cdn.com/content/v1/5a53f2e5e9bfdf0b5c238552/1714827768264-6I6OSDEG9P5UXR10P5XG/Captura+de+Tela+2024-05-04+a%CC%80s+12.56.41.png Work https://www.gustrava.club/busca daily 0.75 2023-04-05 https://www.gustrava.club/about daily 0.75 2024-05-08 https://images.squarespace-cdn.com/content/v1/5a53f2e5e9bfdf0b5c238552/b4c971be-3fe5-4afc-86b8-f27803efbe5a/38258DB5-476C-4463-B463-59CB44C5620F.JPEG Who? - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://www.gustrava.club/imprensa daily 0.75 2023-04-05 https://images.squarespace-cdn.com/content/v1/5a53f2e5e9bfdf0b5c238552/1517291631377-9ASDC293M04YC5O312P4/13613391_10154076369116321_1062781103971407321_o.jpg Press Foto: Bia Ferrer https://images.squarespace-cdn.com/content/v1/5a53f2e5e9bfdf0b5c238552/1517291023011-9NXLP2YZX57WCBWAY2RX/diversidada-nao-e-tendencia.jpg Press Foto: Divulgação https://images.squarespace-cdn.com/content/v1/5a53f2e5e9bfdf0b5c238552/1517289393315-PR3NFQ9VKENZD6EE57BD/1505092311780+%281%29.jpg Press Foto: Daniel Teixeira/Estadão