Women

OVERVIEW

I acted as senior creative along the entire Natura 'Live Your Beauty' project, including winning the pitch before we worked on the campaign. In a pivot moment for the brand, we evolved their annual makeup campaign from a traditional single-ambassador story to a diverse, tutorial-based approach. My role spanned from the initial strategy and concept to the final execution of the digital hub and physical activations at São Paulo Fashion Week, which included turning a classic 90s song into an empowering anthem.

I was responsible for simultaneously managing the creative vision for a multidisciplinary team, vendors and client to ensure a unified brand story across every stage. By shifting from a simple web series to active, inclusive conversations, the success of this work ultimately won the agency Natura's entire digital and social account.

CLIENT

Natura

Agency: Tribal DDB

ROLE

Senior Art Director

SERVICES

Integrated campaign

Experiential

Live your beauty

Natura’s annual makeup campaign traditionally relied on a single brand ambassador. Our challenge was to break this formula and truly represent the plurality of Brazilian women, shifting the campaign from a traditional product pitch into a platform for real, diverse voices. I am a strong believer in cultural hacking for advertising, and that was the exact approach we took.

To celebrate the Brazilian woman, we began with music. We took 'Mulheres' (Women), a massive cultural hit song originally sung by a man boasting about the many women he had been with, and flipped the narrative. We brought in his own daughter, Maíra Freitas, to reinterpret the track. By reworking the lyrics from "I had all the women" to "I am all the women", turned the woman from object to the subject.

The song launched our digital strategy and set the tone to the campaign. Makeup is color, tone, and voice.

From a womanizer's song to a feminist anthem

A song that went beyond a Spotfy hit

A song that went beyond
a Spotfy hit

Makeup doesn't cover. Uncover.

We launched a series of makeup tutorials designed to carry a much deeper message. With a diverse group of creators, including from outside the traditional beauty bubble, as our new ambassadors, we tied the products to themes deeply relevant to Brazilian women.

Together, they turned standard makeup tutorials into a platform for real, meaningful discussions across their own channels and Natura's digital ecosystem.

An Empowered Runway at SPFW

To close the campaign, we took our message to Latin America's biggest fashion stage: São Paulo Fashion Week (SPFW). We literally brought the campaign to the catwalk, turning a digital movement into a physical cultural narrative. Here, the audience didn't just watch, they lived the experience, writing their own stories to inspire others.

Co-Creation Lab
As part of the activations I directed at SPFW, we had a signature concept of mine. By turning everyday makeup mirrors into interactive message boards asking What is your beauty?, we invited women to co-create the campaign's narrative in real-time.

Beyond the metrics, cultural impact

The Outcome

As a result of the the campaign and the great work developed during that period, the agency won the entire digital and social account from the client.

780M > Impressions
34M > Views across all content
391,000+ Conversations, shares, and interactions started

Smooth Scroll
This will hide itself!