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	<title>Bonffim©</title>
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	<pubDate>Wed, 21 Oct 2026 15:16:52 +0000</pubDate>
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		<pubDate>Mon, 20 Jun 2022 16:35:22 +0000</pubDate>

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		<title>Beer In Baton Rouge</title>
				
		<link>https://bonfim.work/Beer-In-Baton-Rouge</link>

		<pubDate>Wed, 21 Oct 2026 15:16:52 +0000</pubDate>

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	BEER IN BATON ROUGE
When country music reached its cultural apex in 2025, the sponsorship landscape became a sea of visual clutter. Coors Light® chose to disrupt this by doing the unthinkable: becoming invisible. Lainey Wilson’s hit "Bar in Baton Rouge" was already an organic anthem for the brand, packed with iconic visual cues ("Silver Bullet," "Colorado Sky," "Mountains") without ever explicitly stating the name. To sponsor her tour, we didn't just buy media space; we built a cohesive, tangible world around her narrative.

We launched Beer in Baton Rouge, an exercise in pure design restraint and the first-ever logo-less tour sponsorship. We meticulously crafted a bespoke brand identity to replace Coors Light® across the entire tour ecosystem. To anchor this visual system, our art direction drew heavily from classic Americana and the illustrative language of vintage postcards, translating traditional country graphic codes into a highly distinctive visual narrative. Every stage asset, retail display, pop-up experience, and prop can was rigorously redesigned to feature this fictional, lyrically-driven moniker. By translating the song's narrative into a bespoke design system, we achieved a seamless cultural integration—proving that when a brand's core iconography is strong enough, you don't need to shout your name.


	Role: Design DirectionWith: Caramuru Baumgartner, Gustavo Ohnuma, Israel Cunha, Cacá Passos, Stefane Rosa, Diego Limberti, Droga5 New York Creative TeamAgency: Droga5 São Paulo &#38;amp; New YorkClient: Coors Light®
Year: 2025


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	<item>
		<title>Pickles Back Memorabilia</title>
				
		<link>https://bonfim.work/Pickles-Back-Memorabilia</link>

		<pubDate>Thu, 15 Oct 2026 14:21:28 +0000</pubDate>

		<dc:creator>Bonffim©</dc:creator>

		<guid isPermaLink="true">https://bonfim.work/Pickles-Back-Memorabilia</guid>

		<description>
	PICKLE'S BACK MEMORABILIA
For the relaunch of Flamin’ Hot Dill Pickle, we engineered a calculated pop culture collision, bringing together Megan Thee Stallion and Nickelback for an unhinged music video directed by Dave Meyers. But the campaign's true strategic brilliance lay in what happened after the cameras stopped rolling.

Knowing the artists would inevitably leave spicy orange fingerprints across the set, we turned the brand's most chaotic asset, the iconic Cheetle dust, into cultural currency. We collected the stained props, authenticated them, and partnered with Goldin to auction them off as exclusive rock memorabilia.

This is where design became the engine of the idea. To sell the absurdity of the premise, the visual execution had to be incredibly grounded. We crafted a meticulous, archival documentation aesthetic to anchor the campaign. By framing messy, Cheetle-covered items through a rigorous, high-end editorial lens, the design created a striking visual irony. This sophisticated visual language acted as a strategic tool, instantly elevating everyday discarded objects into premium, coveted artifacts. The intentional design approach validated the concept and drove real impact. Framed as high-value collectibles, the authenticated props more than doubled in value at auction, successfully proving that with the right visual context, snack dust can become literal rock ‘n’ roll gold.


	Role: Design Direction, Image Craft Direction, RetouchingWith: Silvana Silva, Sergio Del Hierro,&#38;nbsp;Ryan Morejon, Waner Almeida, Bruno Ribeiro, Jose Ramirez, Rafael de Miranda, Justin Enderstein, Marcio Doti,&#38;nbsp;Juan Javier Peña, Ricardo Casal, Anselmo Ramos, Gaston Bigio
Agency: GUT Miami
Music Video Direction: Dave Meyeres
Client: Cheetos

Recognitions: Cannes Lions
Year: 2026


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</description>
		
	</item>
		
		
	<item>
		<title>Droga5 São Paulo</title>
				
		<link>https://bonfim.work/Droga5-Sao-Paulo</link>

		<pubDate>Thu, 09 Jul 2026 19:18:47 +0000</pubDate>

		<dc:creator>Bonffim©</dc:creator>

		<guid isPermaLink="true">https://bonfim.work/Droga5-Sao-Paulo</guid>

		<description>
	DROGA5 SÃO PAULO
When Droga5 launched in São Paulo, the challenge was to introduce the agency to the Brazilian market while honoring a global design system, a consolidated visual language already shared by six international hubs. Rather than a literal translation of the brandbook, we opted for cultural localization. We preserved the structural integrity of the parent brand, elevating the identity with the authentic nuances of Brazilian diversity and culture.

As a foundational piece, we designed a graphic device inspired by local street signage. This visual cue roots the brand in the city’s dynamic energy, achieving a precise aesthetic balance between raw urban vernacular and modern sophistication.
	Role: Concept, Design Direction and Art DirectionWith: Lucas Schuch, Raiany Fernandes, Fabiane Abel, Gabriela Rodrigues, Aurélio Vinícius, Gabriel Lima, João Souza, Diego Limberti, Felipe SimiClient: Droga5 São Paulo
3D Illustration: Leandro Beltran
Year: 2024


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</description>
		
	</item>
		
		
	<item>
		<title>Caminhos Racionais</title>
				
		<link>https://bonfim.work/Caminhos-Racionais</link>

		<pubDate>Tue, 13 Oct 2026 21:02:00 +0000</pubDate>

		<dc:creator>Bonffim©</dc:creator>

		<guid isPermaLink="true">https://bonfim.work/Caminhos-Racionais</guid>

		<description>
	CAMINHOS RACIONAIS
For 36 years, Racionais MC’s have narrated the realities of São Paulo’s outskirts, fundamentally shaping Brazilian music and influencing entire generations. To honor a cultural force of this magnitude, this project for Spotify’s Fan Life series sought to materialize their monumental legacy by shifting the narrative lens from the artists to their devoted listeners. Acting as a bridge between digital streaming and urban heritage, the strategy relied on experiential placemaking. Through a partnership with Guia Negro, the campaign mapped the group's profound footprint, effectively transforming the city into a curated, open-air museum. Fans were guided on an immersive journey, from the foundational rehearsals at KL Jay’s mother’s house to the iconic welcome graffiti in Capão Redondo, with custom commemorative plaques strategically installed to permanently claim the physical spaces that inspired their lyrics. 
To anchor this spatial narrative, the design touchpoints were meticulously crafted to function as tangible artifacts of collective memory. An editorial-quality printed map seamlessly wove together geographic wayfinding, location-based storytelling, and striking documentary photography. On the reverse, the piece transformed into a collectible poster: a masterfully composed illustration that intelligently integrated lyrical easter eggs, referencing defining tracks like Mano na Porta do Bar and Homem na Estrada, with authentic fan testimonies, such as a graduate claiming her diploma to the sound of A Vida é Desafio. By synthesizing geography, lyrical genius, and deeply personal journeys, the design successfully translated the sheer scale of the group's influence into a single, cohesive visual artifact.


	Role: Creative Direction and Design DirectionWith: Candy Ferraz, Lucas Rodrigues, Israel Cunha, Luiz Mastropietro, Marco Loschiavo, Alexandre Nino, Diego Limberti, Rafael Ziggy, Felipe Simi
Agency: Droga5 São Paulo
Poster Illustration: Caramuru&#38;nbsp;Baumgartner
Photography: Jeff Pedroso and Larissa Zaidan
Client: Spotify
Year: 2025


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</description>
		
	</item>
		
		
	<item>
		<title>Refugee Tree</title>
				
		<link>https://bonfim.work/Refugee-Tree</link>

		<pubDate>Mon, 20 Jun 2022 19:39:42 +0000</pubDate>

		<dc:creator>Bonffim©</dc:creator>

		<guid isPermaLink="true">https://bonfim.work/Refugee-Tree</guid>

		<description>


	THE REFUGEE JATOBÁ
In 2021, illegal deforestation in the Amazon Rainforest hit its worst level in a decade, devastating over 10,000 square kilometers of native biome. At this accelerated rate, the rainforest could reach an irreversible tipping point within 15 years, losing its regenerative capacity and ultimately turning into a savanna.

To expose this environmental crisis, we launched a disruptive advocacy campaign. For the first time in history, an Amazonian Jatobá tree filed an official asylum request. These powerful appeals were delivered directly to global ambassadors and amplified through strategic Out-of-Home (OOH) placements near more than 100 foreign embassies across Brazil. The initiative successfully transformed urban media spaces into a bold platform for urgent climate action.


	Role: Design Direction and Art DirectionWith: 


Caio Gandolfi, Thiago Andrade, Ligia Fava, Rafael Texeira, Marina Cota, Diego Ferrite, Giulio Belt, Gregory Kickoff, Felipe Cirino, Henrique Martins, Phillipe Degen, Felipe Cury, Sergio GordilhoAgency: Africa DDB
Client:&#38;nbsp;Articulation of the Indigenous Peoples of Brazil
Recognitions: Cannes Lions, D&#38;amp;AD, Brazilian Creative Club
Year: 2022


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</description>
		
	</item>
		
		
	<item>
		<title>Paradise Coins</title>
				
		<link>https://bonfim.work/Paradise-Coins</link>

		<pubDate>Sat, 11 Jul 2026 14:57:55 +0000</pubDate>

		<dc:creator>Bonffim©</dc:creator>

		<guid isPermaLink="true">https://bonfim.work/Paradise-Coins</guid>

		<description>
	PARADISE COINS
What if TikTok Coins could fund preservation? To address the impacts of overtourism and foster a healthier relationship with nature, we created Paradise Coins. This Corona-led initiative, born in Brazil, turns digital currency into real-world preservation. The concept is simple but powerful: each coin converts directly into protected square meters of coastlines, trails, and forests.

To reflect this mission, our visual system relies on four key tones. Sky blue acts as the base, solar yellow and deep navy provide contrast, and off-white offers breathing room. Instead of adding green as a separate color, it enters the system organically through the visual overprinting of blue and yellow.

Typography operates on two distinct registers. A classic blackletter font inherits the heritage of Corona Cero for signature moments, while a bold condensed grotesque handles functional data. We also made the materiality deliberate. By embracing halftones, grain, and the slightly misaligned midtones of screen printing, we crafted an authorial finish that champions physical craft over digital cleanliness. At the core of the system sits the coin itself. More than a logo, it is the brand’s true unit of meaning. The final result is a tactile visual identity that perfectly balances environmental purpose with meticulous design.


	Role: Design Direction, Art Direction and IllustrationWith: Gabriel Lima, Kauã Michelin, João Souza, Raphael Quatrocci, Alvin Shinguefuzi, Rafael Ziggy, Diego Limberti, Felipe SimiAgency: Droga5 São Paulo
Client: Corona Extra
Year: 2025


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</description>
		
	</item>
		
		
	<item>
		<title>Creativity Without Exception</title>
				
		<link>https://bonfim.work/Creativity-Without-Exception</link>

		<pubDate>Mon, 20 Jun 2022 18:46:24 +0000</pubDate>

		<dc:creator>Bonffim©</dc:creator>

		<guid isPermaLink="true">https://bonfim.work/Creativity-Without-Exception</guid>

		<description>

	CREATIVITY WITHOUT EXCEPTIONThe Brazilian Creative Club is redefining its legacy, anchoring its new positioning on shared values: diversity, plurality, and collectivity. The 2022 Club's Festival campaign was designed as an open invitation to all facets of Brazilian creativity, brought to life through a highly dynamic visual system.

To capture this inclusive spirit, the art direction embraces a raw, tactile aesthetic. By combining analog techniques like screen printing and lo-fi photocopying with striking two-color palettes, the identity radiates a visceral energy, celebrating the unpolished and authentic essence of the creative process.

	Role: Design Direction and Art DirectionWith: 


Leonardo Marçal, Marcelo Vaz, Yllo Pedra, Hélio Maffia, Angerson Vieira, Sérgio GordilhoAgency: Africa DDB
Client: Brazilian Creative Club
Year: 2022


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</description>
		
	</item>
		
		
	<item>
		<title>Otá Studio</title>
				
		<link>https://bonfim.work/Ota-Studio</link>

		<pubDate>Sat, 01 Jun 2024 05:16:46 +0000</pubDate>

		<dc:creator>Bonffim©</dc:creator>

		<guid isPermaLink="true">https://bonfim.work/Ota-Studio</guid>

		<description>


	OTÁ STUDIO.CO
Otá Studio operates at the vanguard of contemporary Brazilian design, standing at the intersection of circular sustainability and ancestral heritage. By transforming upcycled construction materials into premium ceramic artifacts, the studio champions a community-driven model brought to life by cooperatives of female artisans. The conceptual anchor of the brand is the "Otá", a sacred stone embodying the divine forces of the Orishas, infusing tangible objects with profound narrative depth.

Tasked with leading the studio’s end-to-end brand strategy and visual conceptualization, I translated this rich cultural cosmology into a rigorous, market-ready design system. The visual identity bridges the gap between raw materiality and high-end positioning. A bespoke logotype was engineered to mirror the organic morphology of natural stones, while a meticulously curated chromatic strategy of earth tones highlights the authentic, premium essence of the upcycled materials.

Beyond foundational branding, I directed the comprehensive visual ecosystem to ensure systemic consistency. By establishing proprietary photographic guidelines and executing exacting image retouching, I crafted a holistic visual universe. The result is a bold, highly tactile brand experience that honors Otá Studio's heritage while securing its distinct footprint in the contemporary design landscape.


	Role: Concept, Design Direction, Type Design and RetouchWith: Mayara Bonffim, Marcus RoigAgency: Saudade Studio.Co
Client: Otá StudioYear: 2024


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</description>
		
	</item>
		
		
	<item>
		<title>Creamy Delivery</title>
				
		<link>https://bonfim.work/Creamy-Delivery</link>

		<pubDate>Mon, 20 Jun 2022 18:02:12 +0000</pubDate>

		<dc:creator>Bonffim©</dc:creator>

		<guid isPermaLink="true">https://bonfim.work/Creamy-Delivery</guid>

		<description>


	CREAMY DELIVERY
Brazilians are deeply superstitious, especially when it comes to football. To give our national team an extra edge during the 2022 FIFA World Cup Group Stage Draw, Brahma, Brazil's most iconic beer, orchestrated a highly unconventional stunt.

We decided to share the luck by sending our initial opponents a curated selection of famously bad omens. The delivery included notoriously unlucky items in Brazilian culture: a shattered mirror, an open red umbrella, and an upside-down flip-flop. It was a bold, humorous activation that connected local folklore with the country's passion for the sport.

	Role: Creative Direction, Design Direction and Art Direction.With: Gabriel Moniz, Bruno Antunes, Tiago Daltro, Rodrigo Pirim, Henrique Martins, Marcelo Bruzzesi, Raphael Quatrocci, Felipe Cury, Sergio GordilhoAgency: Africa DDB
Client: BrahmaYear: 2022


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