About the Project

Creation of Key Visual and campaign assets for Pátio Batel Mall’s Father’s Day (2014). The campaign had a dual function: promoting the sweepstakes (a trip to the Ferrari factory in Italy) and attracting visitors to the exclusive “Passione Rossa” exhibition, held in partnership with the Scuderia Ferrari Club.

The Visual Strategy

The challenge was to merge the mall’s architectural elegance with Ferrari’s aggressive sportiness, without losing the tenderness of the holiday:

“Father & Son Dream” Concept: The main image depicts an intimate, playful moment between father and son playing with a toy car. This creates an immediate emotional connection, suggesting that the mall can turn playtime into reality (the trip to Italy).

Color Palette & Contrast: The layout is predominantly clean, using neutral tones (white, grey, and beige) to highlight Pátio Batel’s architecture. The contrast comes from the Ferrari Red and the dark brown box, which bring sophistication and guide the eye to the offer and the exhibition branding.

Luxury Hierarchy: The typography is sober and elegant. The layout emphasizes the prize (the experience in Italy) over the exchange value (R$ 400), focusing on desire rather than just the transaction.

The Result

A campaign that reinforced Pátio Batel’s premium positioning, generating high foot traffic for the exhibition and building strong brand aspiration.