Capsule Collection Campaign featuring Giovanna Antonelli, reflecting the rebranding created for Leader Magazine, where we began collaborating with trending celebrities to communicate fashion and lifestyle, attracting younger customers to our brand while still connecting with long-time customers through the emotional appeal of the campaign. By featuring the actress from the most popular TV show, this collaboration taps into the widespread cultural influence of soap operas in Brazil. Through this collection and campaign, we brought an international street style to the Brazilian market, mirroring the trendy character portrayed by Gio Antonelli. The campaign included clothing, accessories, and beauty products designed for all body types.

Agency: ArtPlan
Marketing Director: Alberto Pirro
Fashion Product Director: Alexandre Aquino
Research, Storytelling and Art Direction: Lucia Alves de Carvalho