BRUNO
MOSCARDO
Visual Strategy: A 100% Digital "Bloco"
Since live-action filming was restricted, we pivoted to a fully animated music video starring the famous samba singer Mumuzinho.
Awareness
29M+
Market Dominance
Delivered a massive reach across digital channels, ensuring the brand stayed at the top of the conversation.
Engagement
9.5M+
Content Loyalty
High volume of active plays showing that the audience didn't just see the content, they experienced it.
Direct Impact
3.5M
Strategic Conversion
Translated attention into action, moving millions of people through the funnel with precision.
Performance
180%
Growth Excellence
Surpassed all KPIs, establishing a new benchmark for digital engagement at Rico
The Challenge: Carnival Under Lockdown
01
Lockdown
During the peak of the Covid-19 pandemic, Brazil's biggest celebration was cancelled. People were stuck at home, and the traditional street marketing was impossible.
02
The Goal
Rico needed a way to keep the brand relevant and connected to the culture without the streets. We needed to bring the "Bloco" (Street Party) into the digital world safely.
My Role & Deliverables
With live filming canceled, I took ownership of the entire visual narrative. I designed the "Cinematic Universe" of the video not just to entertain, but to drive massive Brand Awareness and Audience Activation during a critical period where traditional marketing was impossible.
Cross-Channel Assets
Campaign Rollout Adapted the key animation visuals into a cohesive suite of assets for Spotify and Social Media, designed to maximize CTR and strengthen User Retention through high-engagement cultural content.
Art Direction
Concept & Mood Defined the visual tone of "Acadêmicos do Fura Bolha," merging Rico’s corporate purple branding with the vibrant, chaotic energy of a traditional Brazilian street carnival.
World Building
Scenarios & Assets Illustrated 100% of the environmental backgrounds and props from the digital "Electric Trio" float to the stylized city streets ensuring a rich, immersive setting for the animation.
Virtual Scenarios
Building the Universe: Selected scenarios and illustrations I designed to bring the animated narrative to life.
