Impossible Podium for Rexona ︎︎︎ Impossible Podium for Rexona ︎︎︎
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Transforming barriers into inspiration.
In Brazil, reaching an Olympic podium often feels out of reach. To change that perception, Rexona turned São Paulo’s buildings into giant podiums, each one highlighting real obstacles faced by Brazilian athletes.
The twist? All those podiums had already been conquered by real people: a libero without a court, a mother breastfeeding through training, and influencers overcoming personal limits.
The campaign shifted focus from struggle to achievement, proving that no podium is truly impossible, and inspiring others to keep moving forward.
At: Energy BBDO ︎︎︎ My Role: Creative, Art Director and Designer ︎︎︎ With: Henrique Castilho, Thony Fernandes, Fernando Calvache, Romero Cavalcanti, Alexandre 'Rato' Pagano, Rafael Maggessi ︎︎︎ Film Direction: Lili Fialho ︎︎︎ Film Edition: Roberta Bonoldi ︎︎︎ Production Company: LADYBIRD ︎︎︎ Audio: LOUD+ and Hefty
In Brazil, reaching an Olympic podium often feels out of reach. To change that perception, Rexona turned São Paulo’s buildings into giant podiums, each one highlighting real obstacles faced by Brazilian athletes.
The twist? All those podiums had already been conquered by real people: a libero without a court, a mother breastfeeding through training, and influencers overcoming personal limits.
The campaign shifted focus from struggle to achievement, proving that no podium is truly impossible, and inspiring others to keep moving forward.
At: Energy BBDO ︎︎︎ My Role: Creative, Art Director and Designer ︎︎︎ With: Henrique Castilho, Thony Fernandes, Fernando Calvache, Romero Cavalcanti, Alexandre 'Rato' Pagano, Rafael Maggessi ︎︎︎ Film Direction: Lili Fialho ︎︎︎ Film Edition: Roberta Bonoldi ︎︎︎ Production Company: LADYBIRD ︎︎︎ Audio: LOUD+ and Hefty
Case Study
Film – Sérgio Escadinha
Film – Fabi Claudino
Film – Daniel Dias
Visual Identity
Projections around the city of São Paulo reflecting the difficulties faced by Brazilian athletes.
Vogue Cover
