This website contains
only ideas that happened

for real.

agile

Chose to flatten the curve.

A self-initiative experiment that became a real campaign.

The website:
Customer Journey and UX:

“On the website, visitors produce a video in their own language and receive it via WhatsApp  for free”.

"The video reached 14 broad languages and could be spread all over the world."

1. English

Worldwide

Voice-over:
‍Kristin Tomborello
Local Lead:
‍Kito Vilela & Luter Filho

2. Português

Brazil, Portugal, "Africa"

Voice-over:
‍Lucas Duque
Local Lead:
Kito Vilela & Luter Filho

3. Turkish

Turkey

Voice-over:
‍Mehmet Dadal Ercan
Local Lead:
‍Guto Martino

4. Ga

Ghana

Voice-over:
‍Alison Larsey
Local Lead:
‍Jean Quarcoopome

5. Hungarian

Hungary

Voice-over:
‍Kinga Hárnási
Local Lead:
‍Guilherme Somensato

6. Tagalog

Philippines

Voice-over:
‍Franchesca Casauay
Local Lead:
‍Franchesca Casauay

7. French

"Africa", France

Voice-over:
‍Marie Capesius
Local Lead:
‍Marie Capesius

8. Yoruba

Nigeria

Voice-over:
‍Temilade Olatoyosi
Local Lead:
‍Jean Quarcoopome

9. Spanish

"South America", Spain

Voice-over:
Germán Pérez Rubal
Local Lead:
‍Germán Pérez Rubal

10. Tamil

India

Voice-over:
Subramanian Padmanabhan
Local Lead:
‍Shruthi Subramanian

11. Hindi

India

Voice-over:
Rudri Panchariya
Local Lead:
‍Rohil Borole

12. Indonesian

Indonesia

Voice-over:
Athina Dinda Ibrahim
‍Local Lead:
‍Jan Thedja

13. Papiamentu

Curaçao

Voice-over:
Gillord Pisas
Local Lead:
‍Gillord Pisas

14. Urdu

Pakistan

Voice-over:
‍Shehla Malik
Local Lead:
‍Hajra Tariq

Curiosities:

"The project was managed with a 15min WhatsApp chat, an Excel sheet and a process on Google Drive.
Here are some of the people who made this possible:"

‍Jean Quarcoopome, from Ghana.
Franchesca Casauay, from Phillipines.
‍Jean Thedja, from Indonesia.
Shruti Subramanian, from India.
‍Gillord Pisas, from Curaçao.
Curiosities:

"The project made part of the Brazilian Health System (SUS) official campaign.

Hands on:

• Creative Strategy
• Concept Development
• Project Management
• Campaign Management
• Art Direction & Design
• Copywriting
• Social Media

digital engagement

Kiss Against Homophobia

Collecting digital kisses around the world to celebrate The International Coming Out Day.

Thinking further:

Instagram:

An Instagram account that collects, tags and shares kisses around the world.

Contemporary Art:

A real exhibition where the pieces are showing the digital kisses on real time.

Connecting Kisses:

When you send a kiss, a Facebook App connects you with the other person.

Curiosities:

"Homer Simpson also sent
a kiss."

Hands on:

• Proposal Initiative
• Creative Strategy
• Concept Development
• Presentation to the client
• UX + UI
Awards:

2015: Hypnosis Festival: Gold
2014: Gold on Golden Drum International Advertising Festival
2014: 02 Finalists Prague International Advertising Festival
2014: 02 Silvers Arany Penge Festival

viral

What if Tom Cruise drinks
your product?

A Viral Campaign before the term exist.

Thinking further:

10 years later:

What if Rafael Bak shows his face and try to sell the cup again?

Curiosities:

"We had to buy a real phone chip to give interviews for the journalists."

Hands on:

• Creative Strategy
• Concept Development
• Presentation to the client
• Social Media Profiles
• Billboard Art Direction
• Illustrations for the videocase
• Motion Graphic Direction
Awards:

2010: Gold ABP - Brazilian Association of Advertising
2009: Gold El Ojo de Iberoamérica
2009: 02 Silvers El Ojo de Iberoamérica
‍

ux/ui

Zalando LOOKBOOK 2021

The first fashion catwalk lookbook - considered the most innovative so far.

art direction

When a beautiful Design conquers free media.

A social campaign that sells shoelaces to help handicapped people.

Thinking further:

Digital Artists:

We could invite fresh digital artists to express their point of view.

Digital Exhibition:

Why not a Digital Exhibition using Virtual Reality as well?

LIVE Digital Auction:

To support the institution, we could manage the first LIVE Digital Global Auction.

Curiosities:

"People started buying the posters. The price was 5 times the shoelaces."

Hands on:

• Creative Strategy
• Concept Development
• Presentation to the client
• Teamwork with Media Team
• Artists Curatorship
• Photo shooting follow-up
• Art Direction & Design

media

Flip-flops that changed
the client's approach.

Instead of flyers made of paper, flip-flops to invite people to try the new bike line.

Thinking further:

My flip-flops:

Everyone could create their own flip-flop summer design.

Curiosities:

"We exploded two machines until find the right intensity for the laser."

Hands on:

• Concept Development
• Presentation to the client
• Art Direction & Design
• Production follow-up
Awards:

2009: Bronze CCSP - Clube de Criação de São Paulo
2008: Cannes Finalist

urban

Fix Brandenburger Tor

A personal project that is fixing the wrong perspective of the Brandenburger Gate over Berlin subway.

Curiosities:

"Because of media coverage, a press-release was announced by the company (BVG) saying that the design will be fixed little by little."

Press-release:
Media Coverage:
Media Coverage:

big ads

Storytelling without words.

A love story told through Post Office packages, stores & couriers.

Thinking further:

QR Code Message:

Would be amazing if the customer could also send a video placed in his/her box with a QR Code.

Curiosities:

"Huge client, lots of meetings and KPI's to tackle."

Hands on:

• Concept Development
• Script
• Art Direction
• Pre-production follow-up
• Shooting follow-up
• Pos-production follow-up

small ads

When a radio spot is the
best commercial.

Engaging young people to use condoms all the time.

Thinking further:

It's a match? It's a condom!

Upload the print-screen of your match on a website that sends you back a condom.

Curiosities:

"The briefing appeared on Tuesday night. The film should be on air on Saturday morning."

Hands on:

• Concept Development
• Copywriting
• Script
• Art Direction & Design
• Pre-production follow-up
• Pos-production follow-up

press

Pushing media boundaries

When you don't take care of your employees health, you don't take care of your company resources.

Thinking further:

The Twit Sensor:

For every money ripped, a sensor posts a twit with Health Insurance tips.

Curiosities:

"Lots of failed tests in the beginning and lots of emails from readers congratulating the client in the end."

Hands on:

• Concept Development
• Art Direction & Design
• Graphic Production follow-up
Awards:

2009: Finalist CCSP - Clube de Criação de São Paulo
2009: Finalist Prêmio Abril Nacional

circular

Producing 20.000 Save Energy Ads without using electricity.

Team work, team work, team work.

TRANSLATION:
Spend Earth Hour the same way we made this ad: without using electricity. On the 31st of march, from 8:30-9:30pm, switch the lights off and take a moment to think about how you can be kinder to the environment at all times. A movement that brings people and ideas together to protect the place we live in. Take part. Earth Hour. Turn the lights off and spread the word.

Thinking further:

No Charging Day

A partnership with solar phone chargers companies.

Curiosities:

"Coca-Cola logo was printed in blue."

Hands on:

• Creative Strategy
• Concept Development
• Presentation to the client
• Art Direction & Design
• Artists Curatorship
• Production follow-up
Awards:

2013: Grand Prix Prêmio Abril Rio de Janeiro
2012: Gold ABP - Brazilian Association of Advertising
2012: Gold Prêmio Colunistas Brasil

circular

Transforming waste
in communication.

A campaign made with abandoned materials found over Berlin streets.

Thinking further:

City Installations:

What if we could not only create posters, but also installations around the city?

Digital Waste:

A website that creates art pieces with the files we throw in our desktop bins.

Hardware Waste:

What can we do when a laptop is thrown away? Which chemical properties of it can we reuse?

Curiosities:

"The whole campaign was approved on a piece of paper and the music was made using the sounds of each process."

Hands on:

• Creative Strategy
• Concept Development
• Presentation to the client
• Script
• Material Collection
• Art Direction & Design
• Copywriting
• Pre-production follow-up
• Shooting follow-up
• Pos-production follow-up
Awards:

2017: Berlin Design Digest
2017: Featured at Lürzer's Archive

cars

You don't need to turn your head to see around.

Campaign for the 360° Area View Touareg's feature.

Thinking further:

Interactive Digital OOH:

A camera that recognises the position of your head and show on the display what's behind you.

Curiosities:

"Selected for the DDB Worldwide Cannes List."

Hands on:

• Proposal Initiative
• Concept Development
• Art Direction & Design
Awards:

2015: Arany Penge Festival: Silver
2015: Hypnosis Festival: Silver
2014: Cannes Lions: Diploma
2014: Silver on Golden Drum International Advertising Festival

language

The Countdown Commercial.

Limited edition released only in Hungary.

TRANSLATION:
80 years with the same successful formula. 13 seconds to announce that we create something new. 10 to say that has Cinnamon, Vanilla, Anis and Sefron. 5 that it’s only for Christmas - so you don’t have too much time. And 1 for goodbye…Goodbye.

Thinking further:

The Limited Instagram Stories:

You have only 1h to share the Jägermeister Stories and get a bottle for free.

Curiosities:

"This Jäger special edition was really tasty."

Hands on:

• Concept Development
• Script
• Copywriting
• Art Direction & Design
• Pre-production follow-up
• Shooting follow-up
• Pos-production follow-up

Luter Filho

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