Campaign Strategy · Creative Direction · Art Direction · Brand Activation
Campaign Strategy · Creative Direction · Art Direction · Brand Activation
PROVANZA - CAMPAIGNS
A selection of campaigns developed for Provanza, translating the brand’s sophisticated and sensorial positioning into seasonal, promotional, and experiential creative experiences.
Year :
2025
Industry :
Beauty and Wellness
Client :
Provanza
THE CHALLENGE:
Turning different commercial moments into cohesive brand experiences.
Provanza’s marketing calendar required campaigns that could support different business objectives while maintaining the brand’s sophisticated and sensorial character.
Across Black Friday, Christmas, and the summer liquidation period, I developed distinct creative directions that balanced commercial goals with storytelling, visual consistency, and brand experience.
Black Friday Campaign
Balancing conversion with premium positioning
For Black Friday, the challenge was to move away from the typical aggressive discount approach and create a promotional experience that preserved Provanza’s aspirational tone.
The creative direction placed the products at the center of the communication, using composition, lighting, and visual storytelling to make the products feel desirable while communicating the promotional offer clearly.
The campaign extended across digital and in-store touchpoints, showing that commercial communication could drive conversion without compromising the brand’s sense of exclusivity.
RESULTS:
+85% Purchases via link
−64% CPA
+85% Revenue
+176% ROAS
Christmas Campaign — “Floresça a Essência do Natal”
Turning the brand’s floral identity into an emotional experience
The Christmas campaign needed to bring warmth and authenticity to a highly competitive season while reinforcing Provanza’s floral identity.
I developed “Floresça a essência do Natal” (“Let the Essence of Christmas Bloom”), connecting the idea of blooming with the emotions, gestures, and gifts associated with the holidays.
The campaign extended beyond communication into an experiential activation at Pátio Vinhedos mall, where people received flowers, cards, and Provanza gifts. Their genuine reactions became part of the campaign’s social storytelling.
LIQUIDA PROVANZA — “PREÇOS QUE VÃO TE DEIXAR NAS NUVENS”
Turning a seasonal promotion into a visual world
The summer liquidation campaign was an opportunity to connect Provanza’s promotional communication with the season and the products being featured.
Instead of relying on conventional sale-driven imagery, I developed a visual language inspired by summer: blue skies, sunlight, freshness, and lightness, creating a more desirable context for the promotion.
The concept “Preços que vão te deixar nas nuvens” (“Prices that will leave you on cloud nine”) became the central creative idea, connecting the visual world with products such as sunscreens, hair care, and fresh fragrances.
The direction was adapted across social media, promotional materials, and digital commerce touchpoints.
MY ROLE
Campaign Strategy · Creative Direction · Art Direction · Visual Design · Brand Activation · Social & Digital Design
More Projects
Campaign Strategy · Creative Direction · Art Direction · Brand Activation
Campaign Strategy · Creative Direction · Art Direction · Brand Activation
PROVANZA - CAMPAIGNS
A selection of campaigns developed for Provanza, translating the brand’s sophisticated and sensorial positioning into seasonal, promotional, and experiential creative experiences.
Year :
2025
Industry :
Beauty and Wellness
Client :
Provanza
THE CHALLENGE:
Turning different commercial moments into cohesive brand experiences.
Provanza’s marketing calendar required campaigns that could support different business objectives while maintaining the brand’s sophisticated and sensorial character.
Across Black Friday, Christmas, and the summer liquidation period, I developed distinct creative directions that balanced commercial goals with storytelling, visual consistency, and brand experience.
Black Friday Campaign
Balancing conversion with premium positioning
For Black Friday, the challenge was to move away from the typical aggressive discount approach and create a promotional experience that preserved Provanza’s aspirational tone.
The creative direction placed the products at the center of the communication, using composition, lighting, and visual storytelling to make the products feel desirable while communicating the promotional offer clearly.
The campaign extended across digital and in-store touchpoints, showing that commercial communication could drive conversion without compromising the brand’s sense of exclusivity.
RESULTS:
+85% Purchases via link
−64% CPA
+85% Revenue
+176% ROAS
Christmas Campaign — “Floresça a Essência do Natal”
Turning the brand’s floral identity into an emotional experience
The Christmas campaign needed to bring warmth and authenticity to a highly competitive season while reinforcing Provanza’s floral identity.
I developed “Floresça a essência do Natal” (“Let the Essence of Christmas Bloom”), connecting the idea of blooming with the emotions, gestures, and gifts associated with the holidays.
The campaign extended beyond communication into an experiential activation at Pátio Vinhedos mall, where people received flowers, cards, and Provanza gifts. Their genuine reactions became part of the campaign’s social storytelling.
LIQUIDA PROVANZA — “PREÇOS QUE VÃO TE DEIXAR NAS NUVENS”
Turning a seasonal promotion into a visual world
The summer liquidation campaign was an opportunity to connect Provanza’s promotional communication with the season and the products being featured.
Instead of relying on conventional sale-driven imagery, I developed a visual language inspired by summer: blue skies, sunlight, freshness, and lightness, creating a more desirable context for the promotion.
The concept “Preços que vão te deixar nas nuvens” (“Prices that will leave you on cloud nine”) became the central creative idea, connecting the visual world with products such as sunscreens, hair care, and fresh fragrances.
The direction was adapted across social media, promotional materials, and digital commerce touchpoints.
MY ROLE
Campaign Strategy · Creative Direction · Art Direction · Visual Design · Brand Activation · Social & Digital Design
More Projects
Campaign Strategy · Creative Direction · Art Direction · Brand Activation
Campaign Strategy · Creative Direction · Art Direction · Brand Activation
PROVANZA - CAMPAIGNS
A selection of campaigns developed for Provanza, translating the brand’s sophisticated and sensorial positioning into seasonal, promotional, and experiential creative experiences.
Year :
2025
Industry :
Beauty and Wellness
Client :
Provanza
THE CHALLENGE:
Turning different commercial moments into cohesive brand experiences.
Provanza’s marketing calendar required campaigns that could support different business objectives while maintaining the brand’s sophisticated and sensorial character.
Across Black Friday, Christmas, and the summer liquidation period, I developed distinct creative directions that balanced commercial goals with storytelling, visual consistency, and brand experience.
Black Friday Campaign
Balancing conversion with premium positioning
For Black Friday, the challenge was to move away from the typical aggressive discount approach and create a promotional experience that preserved Provanza’s aspirational tone.
The creative direction placed the products at the center of the communication, using composition, lighting, and visual storytelling to make the products feel desirable while communicating the promotional offer clearly.
The campaign extended across digital and in-store touchpoints, showing that commercial communication could drive conversion without compromising the brand’s sense of exclusivity.
RESULTS:
+85% Purchases via link
−64% CPA
+85% Revenue
+176% ROAS
Christmas Campaign — “Floresça a Essência do Natal”
Turning the brand’s floral identity into an emotional experience
The Christmas campaign needed to bring warmth and authenticity to a highly competitive season while reinforcing Provanza’s floral identity.
I developed “Floresça a essência do Natal” (“Let the Essence of Christmas Bloom”), connecting the idea of blooming with the emotions, gestures, and gifts associated with the holidays.
The campaign extended beyond communication into an experiential activation at Pátio Vinhedos mall, where people received flowers, cards, and Provanza gifts. Their genuine reactions became part of the campaign’s social storytelling.
LIQUIDA PROVANZA — “PREÇOS QUE VÃO TE DEIXAR NAS NUVENS”
Turning a seasonal promotion into a visual world
The summer liquidation campaign was an opportunity to connect Provanza’s promotional communication with the season and the products being featured.
Instead of relying on conventional sale-driven imagery, I developed a visual language inspired by summer: blue skies, sunlight, freshness, and lightness, creating a more desirable context for the promotion.
The concept “Preços que vão te deixar nas nuvens” (“Prices that will leave you on cloud nine”) became the central creative idea, connecting the visual world with products such as sunscreens, hair care, and fresh fragrances.
The direction was adapted across social media, promotional materials, and digital commerce touchpoints.
MY ROLE
Campaign Strategy · Creative Direction · Art Direction · Visual Design · Brand Activation · Social & Digital Design