About the Project

Creation of the digital and offline campaign for the “Arrival of Santa Claus 2015” at Shopping São José. Unlike traditional retail campaigns focused on prizes, this project aimed to rescue the innocence and playfulness of Christmas, creating a visual “fairy tale” narrative.

The Visual Strategy (Art Direction)

The campaign was designed digital-first for social media engagement and then expanded to the physical mall. The aesthetic moved away from standard stock images to create a proprietary universe:

Storybook Aesthetic: We used aged parchment textures, magical sparkles, and script typography to give the feeling that the customer was reading a letter sent directly from the North Pole.

Digital Engagement: The assets didn’t just inform schedules; they invited interaction. We created mechanics like “Post your child’s photo” to generate social proof and anticipation for the arrival event.

Collaboration & Tribute (In Memoriam)

The soul of this project lies in the exclusive illustrations developed in partnership with the talented illustrator Fábio Júnior Medeiros. His unique stroke brought life to a charismatic and welcoming Santa Claus. This case is kept in the portfolio not only for its technical success but as a tribute to this great friend and creative partner who recently passed away. His art immortalized the magic of this campaign.

The Result

Communication that touched the hearts of families, generating high online engagement and drawing a massive crowd for Santa’s arrival, proving that emotion is the greatest conversion tool.