Every year, the fashion industry illegally dumps 39,000 tons of clothing in the Atacama Desert. Most of it is made of polyester, a plastic-based fabric that takes up to 200 years to decompose. Unfortunately, the issue is not well known, so how can we make people notice this environmental disaster?
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Todos os anos, a indústria da moda despeja ilegalmente 39 mil toneladas de roupas no deserto do Atacama. A maior parte é feita de poliéster, um tecido à base de plástico que leva até 200 anos para se decompor. Infelizmente, o assunto não é bem conhecido, então como podemos fazer com que as pessoas percebam este desastre ambiental?
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Cannes Lions
// 2024
Silver // Design
Shortlist // PR
Shortlist // Media
Shortlist // Industry Craft
Shortlist // Design
Clube de Criação
// 2024
Bronze // Art Direction
Silver // Photography
//
//CREDITS:
Agency: Artplan São Paulo
ECD: Rodrigo Monte, Rafael Gil, Marcelo Noronha, Alessandro Bernardo
Creative Director: Pedro Maneschy, André Batista
Art Director: Gustavo Guives
Copywriter: Thomás Davini
Designer: Renan Molin
RIXA
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RIXA (Brawls) follows Rafael, who like all Brazilians is passionate about soccer. After a game, he gets involved in a fight between fans that seriously injures a young woman. While dealing with the pressure from the group of fans, Rafael finds himself confronted by guilt and the consequences of his actions.
:::
Rixa acompanha Rafael, que como todo brasileiro é apaixonado por futebol. Após um jogo, ele se envolve em uma briga de torcidas que fere gravemente uma jovem. Enquanto lida com a pressão do grupo de torcedores, Rafael se vê confrontado pela culpa e pelas consequências de seus atos.
_
Shortfilm | 15min | 2024
//CREDITS:
Directed by: FeGus = FErnanda Magalhães & GUStavo Guives
Written by: FeGus & Camila Marinho
Executive Production: FeGus
Production Director: Val Carvalho
Production: Val Carvalho
Director of photography: Biel Ribeiro & Fernando Dumitriu
Production Design: FeGus
Costume: FeGus
Cast Production: FeGus, Deborah Carvalho, Luciana Kfouri
Location Production: FeGus e Val Carvalho
Music & Sound Design: Ariel Ataíde
Edition: Guilherme Algon
Motion: Tiago Hasegawa
Color Grading: Luciano Azevedo
Finishing: Guilherme Algon
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Neosaldina calls consumers to a world without headaches.
With the new positioning “Call Neosa, because life calls you”, the brand redefines its signature, which has been worked on for years, encouraging people to respond to life's calls. Whether to go to the beach, dance, play or hang out with friends.
Neosaldina started from the popular catchphrase “Chaaama”, so used by Brazilians, to transform it into a proprietary call to action for the brand.
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Neosaldina chama consumidor para um mundo sem dor de cabeça.
Com o novo posicionamento “Chama a Neosa, porque a vida te chama”, a marca ressignifica sua assinatura, que vem sendo trabalhada há anos, encorajando pessoas a responder aos chamados da vida. Seja para pegar uma praia, dançar, jogar ou tirar onda com os amigos.
Neosaldina partiu do bordão popular “Chaaama”, tão usado pelos brasileiros, para transformá-lo em um call to action proprietário da marca.
//CREDITS:
Agency: Artplan São Paulo
ECD: Alessandro Bernardo
Creative Director: André Batista, Pedro Maneschy
Art Director: Gustavo Guives Leal, Carolina Araújo
Copywriter: Thomás Davini, Chico Lucas, Jessica Pinheiro
Content & Influencers: Eder Reder, Mayara Sauer, Camila Leite, Carolina Araújo, Marcos Santos, Orlando Dantas
Nobody will ever love you like I love you
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Beto is a well-to-do architect who is used to being in control of everything he does. He lives a secret relationship with Leticia. Things get complicated when Beto reveals to us that Leticia has been offered a job he can't refuse in New York and that she's going to earn more than he does.
:::
Beto é um arquiteto bem de vida, que está acostumado a ter o controle sobre tudo o que faz. Ele vive um relacionamento secreto com Letícia. As coisas se complicam quando Beto nos revela que Letícia recebeu uma proposta de trabalho irrecusável em Nova York e que ela vai ganhar mais do que ele.
_
Shortfilm | 18min | 2022
//CREDITS:
Directed by: FeGus = FErnanda Magalhães & GUStavo Guives
Written by: FeGus & Camila Marinho
Executive Production: FeGus
Production Director: Arthur Pinheiro
Production: Val Carvalho
Director of photography: Bruno Tiezzi
Production Design: FeGus
Costume: Kleber Lucia
Beauty: Vander Godoy
Cast Production: Luciana Kfouri
Location Production: Eduardo Bittar & FeGus
Music & Sound Design: Canja Audio Culture
Edition: Guilherme Algon
Color Grading: Psycho N’Look
Finishing: Guilherme Algon
In tropical countries like Brazil, it rains all year round. That means lots of standing water and breeding sites for the Aedes aegypti mosquito, the transmitter of many fatal diseases, such as Zika, Dengue, Chikungunya and Yellow Fever. Especially in the poorest regions and difficult areas to approach, like the favelas.
Habitat, a NGO that helps millions of families around the world to live in more suitable homes, decided to reach those places and do something about those outbreaks.
So, instead of a simple awareness campaign, we created special posters that dissolve in the rain, releasing a powerful larvicide that kill the mosquitoes before they hatch.
We used the Bacillus thuringiensis serotype israelensis(BTI) in the composition of the posters, mixed with a organic glue, biodegradable ink and large sheets of rice paper. This way, the posters are safe to animals, the environment and people.
One single poster protects 200 liters of water and lasts up to 60 days.
But what if it doesn't rain? The poster, in dry conditions, can still be effective for up to 2 years. All is needed to activate the BTI is just a little bit of water. And, during dry weather, the poster have messages of awareness and tips to help residents to avoid the mosquitos.
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Cannes Lions
// 2018
Bronze // Health
Shortlist // Innovation
Shortlist // Sustainable Development Goals
Shortlist // Health
CLIO Awards
// 2018
Gold // Out of Home - Health & Wellness
The One Show
// 2019
Merit // Out of Home - Health & Wellness - The Dissolving Poster
Merit // Innovation in Health & Wellness - The Dissolving Poster
New York Festival
// 2019
First Prize // Outdoor - Best Use (The Dissolving Poster)
Second Prize // Positive World Impact - Public Service (The Dissolving Poster)
Third Prize // Avant Guarde - Innovative ( The Dissolving Poster)
El Ojo de Iberoamerica
// 2018
Silver // Media
Silver // Sustainability
Epica Awards
// 2018
Gold // Public Interest - Health & Safety
//
CREDITS:
Agency: BETC/Havas São Paulo
Creative Director: Daniel Schiavon & Rodolfo Barreto
Art Director: Gustavo Guives Leal, Vitor Prado, José Pedro Bortolini
Copywriter: Chico Lucas, Américo Vizer, Fillipe Abreu
//
In my first global campaign for the release of the new Peugeot 208 in Brazil, we explored the inexplicable feeling of driving the car. Both of the films bring the fun version of the engine, 1.6 Turbo THP and the 1.2 Puretech, showing the cliente the power and performance of the first film and the economics of the second one.
Em minha primeira campanha global, para o lançamento do novo peugeot 208 no Brasil, exploramos a sensação inexplicável de dirigir o carro. Os dois filmes trazem de forma lúdica as versões dos motores, 1.6 Turbo THP e o 1.2 Puretech, mostrando ao espectador a potência e desempenho do primeiro e ecônomia do segundo.
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CREDITS:
Agency: BETC São Paulo
Creative Director: Erh Ray & Rodolfo Barret
Head of Art: Daniel Schiavon
Art Director: Gustavo Guives Leal
Copywriter: Nathalie Lourenço & João Pedro Queiroz
Illustration: Zombie Studio
Film Production: Honey Bunny Films
Film Director: Marcelo Lima
//
To reinforce the concept, "to match your beloved food", by ESTOMAZIL, we launched COMASUTRA on September 6th (considering the day of sex in Brazil). A delicious illustrated guide for you to have more pleasure when eating the foods you love. 13 positions, or rather, illustrations for you to be inspired by this 6.9th day and match your favorite food as you see fit. The guide makes puns between sexual positions and typical Brazilian foods.
Para reforçar o conceito, "para dar match com sua comida Amada", de ESTOMAZIL, lançamos no dia 06.09 (considerando o dia do sexo no Brasil) o COMASUTRA. Um delicioso guia ilustrado pra você ter mais prazer na hora de comer as comidas que ama. 13 posições, ou melhor, ilustrações para você se inspirar neste dia 6.9 e dar aquele match com sua comida preferida como bem entender. O guia faz trocadilhos entre posições sexual e pratos típicos do brasil.
//CREDITS:
Agency: Artplan São Paulo
ECD: Alessandro Bernardo
Creative Director: André Batista
Art Director: Gustavo Guives Leal, Mayara Luchiari
Copywriter: Thomás Davini, Letícia Alves
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In Brazil, and in many countries of the world, many people still believe in the old saying: "having sex with a condom on is like eating candy with the wrapper on". To transform this old perception, which damages the health care and the prevention of HIV and other Stds, we question this expression, proving that it is possible to change people's opinion about a popular saying making them use more condoms.
Muita gente ainda acredita no velho ditado popular: “Transar com camisinha é igual a chupar bala com papel”. Para transformar essa percepção antiga, que prejudica o cuidado com a saúde e a prevenção do HIV, resolvemos questionar essa expressão, provando que é possível mudar a opinião das pessoas sobre um ditado popular fazendo elas usarem mais camisinha.
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CREDITS:
Agency: BETC/Havas São Paulo
Creative Director: Daniel Schiavon & Rodolfo Barreto
Art Director: Gustavo Guives Leal, José Pedro Bortolini, Vitor Prado
Copywriter: Chico Lucas, Américo Vizer, Fillipe Abreu
//
To celebrate Woman's day on March 8, we created "Woman Interrupted" an APP which listens to conversations and track how often woman are interrupted by man in conversations.
Para comemorar o dia da mulher em 8 de março, criamos o "Woman Interrupted", um APP que escuta as conversas e acompanha a frequência com que a mulher é interrompida por um homem durante conversas.
http://womaninterruptedapp.com
Portraits of Silence:
https://br.pinterest.com/WomanInterruptd/portraits-of-silence-series-01/?lp=true
//
Cannes Lions
// 2017
Silver // Public Relation (PR)
Shortlist // Mobile
Shortlist // Glass
Shortlist // Promo
//
CREDITS:
Agency: BETC São Paulo
Creative Director: Erh Ray & Rodolfo Barreto
Head of Art: Daniel Schiavon
Art Director: José Pedro Bortolini
Digital Art Director: Gustavo Guives Leal & Higor Franco
Copywriter: Nathalie Lourenço
Para celebrar o Dia Mundial de Combate à Aids, criamos o movimento #ComeProtected, que pretende ressaltar a diversidade de gêneros e sexual, reforçando a importância do uso de preservativo.
A ideia nasceu com base em dados da OMS, UNAids e Ministério da Saúde de que seis em cada 10 jovens não usam camisinha, cerca de 7 mil mulheres entre 15 e 24 anos são infectadas pelo HIV todas as semanas, e que, nos últimos 10 anos, a quantidade de idosos com Aids no Brasil cresceu 103%.
O projeto conta com o apoio da Dumitriu Filmes, Canja Audio Culture, Psycho n’ Look e do fotógrafo Agê Barros.
//
CREDITS:
Creative and Script: Chico Lucas, Gustavo Guives Leal, Higor Franco e Jose Pedro Bortolini
Directed by: FeGus: Fernanda Magalhães e Gustavo Guives Leal
Producer: Dumitriu Filmes
Director of Photography: Fernando Dumitriu, Biel Ribeiro, Lucas A.
Produced by: Fernanda Magalhães e Daniela Dumitriu
Production Assistant: Camila Marinho
Art Directors: Jose P. Bortolini, Marina Eisenhauer e Higor Franco
Color Grading: Psycho N’Look
Sound Design: Canja Audio Culture
Still: Agê Barros
//
CREDITS:
Agency: Publicis Brasil
CCO: Domenico Massareto
ECD: Dani Ribeiro e Fabio Astolpho
Creative Director: Jairo Anderson
ACD: Pedro Maneschy, Luciana Lima e Dago Lenhart
Art Director: Gustavo Guives Leal, Rafael Barbosa e Carolina Uliana
Copywriter: Pedro Maneschy, Lucas Nascimento e Giovanna Castro
RTVC: Renata Sayão, Charles Nobili
Art Buyer: Raphael Macedo
..
Film Production: ICONOCLAST
Film Director: Ian Ruschel
Cinematography: Pepe Mendes
..
Photograph: Lumini Estúdio, Marco Mendes
Retouch: Boreal Estúdio
Best Curry, Worst Campaign
Cup Noodles was launching a new flavour: Curry, one of its top selling products. The new Cup Noodles Curry was so unbelievably delicious that all people had to do was to try it and see for themselves. // If a brand creates an extremely tasty product, does it really need advertising? We decided to explore this concept in our launch campaign. // Our campaign gave consumers a behind-the-scenes look on the approval process between ad agency and client. In this story, the Curry was so good that the client decided the campaign should focus solely on it. Nothing more mattered – not even the campaign idea.
//
CREDITS:
Agency: Dentsu Brasil
Executive Creative Director: Filipe Cuvero
Creative Director: Christian Faria & Murilo Torezan
Art Director: Gustavo Guives Leal
Copywriter: Mário Lins
Typograph: Gustavo Guives Leal
Film Production: Awake FIlmes
Film Director: Los Pibes
Sound Design: Jamute
Personal project created in quarantine to illustrate daily life and life through windows. The goal is to transform instagram into a big building where you can spy on people's lives.
Follow on @_dear.neighbour_
…………………….
Projeto pessoal criado na quarentena para ilustrar o cotidiano e a vida através de janelas. O objetivo é transformar o instagram em grande prédio em que você pode espiar a vida das pessoas.
Siga no @_dear.neighbour_
To promote FOX's new TV series The Passage, a show about a virus that turns people into vampires, we created special street posters that could only be seen at night. But there’s a catch: when the sun rises, the poster begins to burn, until it turns to ashes. Just like vampires do.
El Ojo de Iberoamerica
// 2019
Silver // Via Pública // The Vampire Poster
Clube de Criação
// 2019
Anuário // The Vampire Poster
//
CREDITS:
Agency: BETC São Paulo
Executive Creative Director: Andrea Siqueira
Creative Director: Laura Azevedo, Alexandre Kazuo e Lucas Ribeiro
Art Director: Gustavo Guives Leal
Copywriter: Chico Lucas
Typograph: Ligia Fava e Gustavo Guives Leal
Film Production: Damasco FIlmes
Film Director: Alê Lucas
CREDITS:
Agency: Isobar Brasil
Creative Director: Jorge Iervolino
Art Director: Gustavo Guives Leal
Copywriter: Pedro Oliveira
Film Production: Modernista
Film Director: André Ignacio
In football, when you go further, you need to celebrate. To show that when you go above and beyond, you should celebrate without worry Nivea Men Deep Created: Celebrations That Goes Further. A great manual that brings together various celebrations that made football history with a step by step of how to do them and the whole story behind each one. Because Nivea Men Deep goes further.
CREDITS:
Agency: Isobar Brasil
Creative Director: Jorge Iervolino
Art Director: Gustavo Guives Leal
Copywriter: Pedro Oliveira
Illustration: Black Madre
Uma campanha digital para lançar o novo SUV Citroën C4 Cactus no Brasil. Com o conceito “Expanda suas histórias” exploramos todo o universo online com um personagem (Jefferson Schroeder) que carrega múltiplas histórias através da sua voz.
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CREDITS:
Agency: BETC São Paulo
Executive Creative Director: Rodolfo Barreto & Andrea Siqueira
Creative Director: Daniel Schiavon
Art Director: Gustavo Guives Leal & Leando Oliveira
Copywriter: Chico Lucas & Zeca Castilho
Film Production: Santa Transmedia
Film Director: Nylon
Photo: Claus Lerhman
//
CREDITS:
Client: Bradesco.
Agency: Publicis Brasil
Associate Creative Directors: Pedro Maneschy, Luciana Lima, Mica Moran
Creatives: Gustavo Guives, Flavio Ferri, André Rival, Pedro Maneschy, Luciana Lima, Mica Moran
Art Director: Gustavo Guives, Mica Moran, André Rival,
Copywriter: Flavio Ferri, Pedro Maneschy, Luciana Lima
Para o lançamento de uma música da Banda Tangerim criamos um videoclipe de produção independente gravado 100% de celular. No video os integrantes da banda foram ilustrados em rotoscopia. A ideia era retratar um relacionamento moderno de um casal que tem bastante intimidade com a câmera do telefone.
Ficha técnica:
Música: Nossa Manhã
Banda: Tangerim
Criação e Roteiro:
Tangerim + FeGus (Gustavo Guives e Fernanda Magalhães)
Direção: FeGus
Produção: FeGus
Edição: FeGus
Finalização e Color: FeGus
Ilustração: FeGus
Motion: Paulo Alberto
Elenco: Rafael Fontenelle e Beatriz Negri
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A Peugeot acelera lado a lado com o tênis no mundo desempenhando movimento, sofisticação, alta performance e elegância. Para ajudar nisso, desenvolvemos uma plataforma derivada das tendências visuais da Peugeot voltadas para o mundo do tênis.
The Peugeot accelerates side by side with the Tennis in the world playing movement, sophistication, high performance and elegance. To help in this, we developed a platform derived from the visual trends of Peugeot aimed at the world of tennis.
Nutrella is a bread brand that was renewing its product line at the same time, now without preservatives and additives, and repositioning itself for women who care about health, but do not give up small pleasures.
We created a campaign showing that just as bread needs to be healthy OR tasty, it does not have to be one OR the other, it can be both.
The world is more complete when you exchange OR for E.
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CREDITS:
Agency: Dentsu Brasil
Executive Creative Director: Filipe Cuvero
Creative Director: Christian Faria & Murilo Torezan
Art Director: Gustavo Guives Leal
Copywriter: Nathalie Lourenço
Film Production: Damasco FIlmes
Film Director: Carol Delgado
Sound Design: Liquo Audio
Prints for Strepsils.
Fast relief of pain and inflammation in the throat.
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CREDITS:
Agency: BETC/Havas São Paulo
Creative Director: Daniel Schiavon & Rodolfo Barreto
Art Director: Gustavo Guives Leal, José Pedro Bortolini, Vitor Prado
Copywriter: Chico Lucas, Américo Vizer, Fillipe Abreu
Prints for Peugeot Active Safety Break
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CREDITS:
Agency: BETC/Havas São Paulo
Art Director: Gustavo Guives Leal
Copywriter: Chico Lucas
