I'm Fernanda, but most people call me Fefa. I'm a creative director, passionate about writing.
My first-ever creative product was a poem about a turtle that missed a jungle party because she couldn't get there fast enough. I was 5. Since then I have never stopped writing. From TV shows to brand concepts and platforms. Long copy, short copy, any kind of copy.
Entertainment
Entertainment
MTV Brazil
My first job was every teenage dream job: writing music stuff for MTV Brazil. For six years, I brought to life the stories of some of my favorite artists, writing TV shows, interviewing artists, and watching every video tape from MTV worldwide. Besides LOTS of pop culture knowledge, I also learned how many different ways a story can be told and sharpened my storytelling skills, developing various formats and genres. I made people laugh, I made people cry, and sometimes I made some people very angry (Rush fans weren't too happy when they scored first place in the ranking of "the most annoying fans in the world".)
MTV taught me a lot, not only about writing but also about being creative. And especially about being weird. Always look for an angle that no one is expecting.
Role: Screen writter & Concepting & Creative Direction.
Top Top was aired for 6 years and till today is remembered as one of the most loved shows from MTV Brazil. Every week, a Top 10 list of funny and sometimes unusual (some would say absurd) themes, like, "Bizarre Deaths", "10 Days that Changed the Music" or "Assholery".
MTV + was all about emotion and a very unique point of view. From Kurt Cobain's death conspiracy theories to Dire Straits' unexpected success against all odds, and the punks.
To this day, I remember a fan email about a Kurt Cobain episode.
It reminds me of what I love about creativity and the impact it can have on one's life.
Magazine
Arte 1 + NYT
Role: Screen writter & Concepting
Imagine spending your day watching NYT videos about art, design, cinema, literature, and fashion. Well, watching was the first part of the job. The second part was the real challenge: find ways to connect the dots and write a script that could start with a Marge Simpsons profile and end up with a Nikki-Giovanni interview. I had the pleasure of doing that for 40 episodes as the writer of the first season of "Magazine Arte 1 with The New York Times", a show aired on one of the most prestigious TV Channels in Brazil, Arte 1.
Each episode brought a different theme elaborated with the editorial productions of culture and arts of The New York Times.
Advertising
Advertising
DNA Collection
Role: Creative Direction & Copywriter
The fast-fashion industry is known for searching for inspiration outside. So we asked ourselves: "What if we search for inspiration by looking inside at our most unique data?" DNA Collection was created.
To create the first fashion collection based on DNA, we analyzed a database of 700,000 genetic codes of Brazilian women, represented by local influencers who got tested for the study.
Through ancestry data and genomic predispositions analysis, Amaro's style team was able to transform genetic information into fashion information, creating 19 collections. For the first time in history, and after 6 months of data analysis, fashion was thought from the inside out.
Spotify
For 2 years I lead the editorial team for all things social, entertainment & beyond for Spotify Brazil.
On an average day, you would find me and the team crafting a script for the backstage of a new music video of Anitta in the morning, brainstorming ideas for Valentine's Day after lunch, and creating a funny OOH campaign about the most outrageous playlist names to wrap the day. I highlighted some of the most interesting and diverse works from this era.
Role: Creative Direction.
Playlist Makers
One thing that brings all Spotify lovers together, independent of any genre or music taste, is an inspired (to say the least) playlist theme. It's a form of art, that deserves proper recognition. That's why we created "Playlisteiros", a project to celebrate those putting their best-curated playlists out in the world.
Big Brother Brasil + Pabllo Vittar
TV Colosso Comeback
Role: Creative Direction
Petlove is a leading online retailer specializing in pet products and supplies, offering a wide range of items. Our brief was very clear: to create a memorable PR stunt that could evolve into an effective campaign to boost brand awareness.
In an age of pet influencers, we wonder: who is the first pet influencer ever? For Brazilian millennials, there is only one answer: Priscila, the main character of TV Colosso. TV Colosso was a hit Brazilian children's TV show from the 1990s. It combined live-action, puppetry, and animation, akin to a Brazilian version of "Sesame Street" with dogs.
That's why we brought back Priscila from TV Colosso and recreated the iconic opening music video from the show, mixing up a little bit of nostalgia with new cultural trends in Brazil, creating two new characters: the Caramel Dog (Brazil's national treasure) and the Wise Cat, because there's nothing the internet loves more than cat content.
The campaign reached more than 21MM in organic impacts and generated R$1,2MM in earned media.
Uber is not for you
Role: Creative Direction & Scrip Writer
Uber has a zero-tolerance policy on racism. But let's be honest: who actually reads those policies? So, instead of waiting for another case of racism on the platform, we made a bold statement showing real-life cases of drivers and riders who were banned from Uber for racism and stating “Racists, Uber is not for you”.
Although necessary, banning alone won't change behaviors. That's why we turned the app into an anti-racist education platform. Upon entering the app, people were invited to watch educational videos, encouraging those who experience racism to report and asking white people to rethink their attitudes and privileges.
In the end, we saw a +7p.p. raise in safety perception of the platform. The campaign achieved more than 180 million organic impacts, but we went far beyond the numbers. The sarcastic approach combined with the app's reach proved to be a successful strategy. The audience really engaged with the content and we had a high retention rate of Uber's drivers and riders.
"I wouldn't ride with a black guy", said rider before being banned from Uber. If you're racist, Uber is not for you.
"'You're jealous (of my color).", said rider before being banned from Uber.
"Walk, ni****", said driver before being banned from Uber. If you're racist, Uber is not for you.
"It had to be black.", said rider before being banned from Uber. If you're racist, Uber is not for you.
Uber Offside Line
Respecting others is non-negotiable at Uber. As part of Uber's commitment to enhancing safety for women, our mission was to develop and launch an in-app education program on sexual assault for all Uber communities, including drivers and riders. The main challenge was capturing the attention of our core audience: men, and prompting them to consider certain situations that may raise doubts and are often not recognized as harassment.
That's why we strategically targeted one of Brazil's largest events: the Sunday soccer match of the national championship, broadcasted to the entire country. We organized a whistle protest as a media stunt to reach our target audience. To amplify our message across social media platforms, we assembled a powerhouse team of soccer influencers and legendary players, including Cafu. Simultaneously, we partnered with Me Too Brasil and a squad of female activists and soccer enthusiasts to engage other women on social media by sharing their stories of harassment during halftime.
Role: Creative Direction.
Converse City Forest
Role: Concepting & Creative Direction
Our mission was to promote a CO2-absorbing paint developed by Converse, which was already being used in graffiti all around the world while raising awareness of the effects of global warming.
The main insight was that, despite all the research and expert warnings, people usually don't take action until they actually see and feel the danger. So, we made them confront the truth and showed what could happen to one of Brazil's best-known cities, Rio de Janeiro, if we don't act right now.
In the end, the campaign impacted 158.5 million people and used over 37 gallons of CO2-absorbing paint to turn 57 lampposts into city trees.
We invited 9 local artists to revitalize lampposts using CO2 absorbing paint, transforming lampposts into city trees. They showed that we can change the world, starting with changing the world around us.
Chivas Regal
Role: Concepting & Creative Direction.
Chivas Regal was facing a challenge: they needed to reach a younger audience to launch their new global brand position. In Brazil, the challenge was a little bit trickier. We had the mission of translating the “Self Made” project in a way that resonated with our younger and rustler target.
That's how “Brindando o Corre” (“Cheers to the Rustle”) was born. We partnered with PodPah, one of the biggest podcasts in Brazil, to produce a series of episodes. Each episode, elevates the success stories of game-changing talent, like the singer Ludmilla, offering an inspirational blueprint for others to follow in their footsteps.
By the end of the campaign, “Brindando o Corre” became one of the most successful campaigns of Pernod Ricard in Brazil, achieving the highest engagement rate in history (1.2MM) and 44MM reach.
Nubank Generation Remastered
Role: Copywriter.
Nubank is a Brazilian fintech that grew in the market by captivating a young audience with quite low economic power and who was sick of how banks are expensive and bureaucratic. By 2018, 73% of their 4 million customers were younger than 35 years old. In order to expand business, this challenger brand needed to attract older people, who are still attached to outdated financial institutions.
In order to expand business, this challenger brand needed to attract older people, who are still attached to outdated financial institutions. That's why we dug into TV film archives, remastered and digitally rebuilt the most iconic video presentation of Elis Regina, a singer that once fully represented that generation, performing a revolutionary song about going against the status quo. The remastered video clip became the campaign itself.
The campaign contributed to bring more than 2 million new customers to Nubank, almost all of them older than 35 years old. More than 25 million people were organically impacted, generating R$4 million in earned media. Including 3 organic insertions of over 3 minutes on TV, even in the same TV show where the original video performance was first aired in the 70's. By making the past better, we brought who we needed to the present.
