Pátio Higienópolis - Christmas Campaign
Pátio Higienópolis - Christmas Campaign
Pátio Higienópolis is a shopping mall, located in São Paulo. Since 2022, I've been creating and developing the brand, to little by little make it closer to the fashion market.
Following the Institutional campaign of the year and the non linear stories approach, for Christmas I have developed a film an photos that makes part of one big story but without sequence. The concept was a ”Get Ready and Go” photoshoot, inspired on the Get Ready short videos adding the ”Go” part.
Pátio Higienópolis is a shopping mall, located in São Paulo. Since 2022, I've been creating and developing the brand, to little by little make it closer to the fashion market.
Following the Institutional campaign of the year and the non linear stories approach, for Christmas I have developed a film an photos that makes part of one big story but without sequence. The concept was a ”Get Ready and Go” photoshoot, inspired on the Get Ready short videos adding the ”Go” part.
Art Direction
Art Direction
Advertising
Advertising
2025
São Paulo, BR
Photo - Gui Paganini
Video - Fernando Young
Production - Merkat
Agency - Execution
As Art Director for this campaign, my job was to create all the scripts and scene ideas—thinking about the action, shots, and locations—and also providing references for the filming and photography crew. I created a mood board and a script with everything we needed for the films and photos.
As Art Director for this campaign, my job was to create all the scripts and scene ideas—thinking about the action, shots, and locations—and also providing references for the filming and photography crew. I created a mood board and a script with everything we needed for the films and photos.
The idea with this photoshoot was to explore Christmas in a fun unpretentious way. We weren't looking for a perfect family representation - as some campaigns do - but rather to show the joy and light of Christmas during the day, not only the glamour of the evening or night.
The idea with this photoshoot was to explore Christmas in a fun unpretentious way. We weren't looking for a perfect family representation - as some campaigns do - but rather to show the joy and light of Christmas during the day, not only the glamour of the evening or night.
