HEINZ | MASTERBRAND 1 & 2
COMMERCIAL
ROLE. PRODUCTION DESIGNER
I was invited by Argentine director Pablo Fusco to lead the production design for two commercials created as part of Heinz's "Masterbrand" campaign. Over the course of an intensive month, I developed 15 distinct sets, each tailored to the visual and narrative needs of the campaign.
The project required creating diverse environments that could showcase Heinz products across different contexts and demographics. Each set was designed to support specific product narratives while maintaining brand consistency throughout the campaign.
In addition to set design, I conceived and executed 12 packshots, taking full responsibility for their visual composition while supervising and coordinating the work of the food stylist. These packshots served as key visual assets for the campaign's marketing materials.
The project involved managing multiple production teams, coordinating with the director's vision, and ensuring all sets met both creative and technical requirements for filming across different commercial formats.
The Masterbrand campaign received recognition, earning a nomination for Best Ad Campaign at the 37th Rede Globo Advertising Award.
COMMERCIAL
ROLE. PRODUCTION DESIGNER
I was invited by Argentine director Pablo Fusco to lead the production design for two commercials created as part of Heinz's "Masterbrand" campaign. Over the course of an intensive month, I developed 15 distinct sets, each tailored to the visual and narrative needs of the campaign.
The project required creating diverse environments that could showcase Heinz products across different contexts and demographics. Each set was designed to support specific product narratives while maintaining brand consistency throughout the campaign.
In addition to set design, I conceived and executed 12 packshots, taking full responsibility for their visual composition while supervising and coordinating the work of the food stylist. These packshots served as key visual assets for the campaign's marketing materials.
The project involved managing multiple production teams, coordinating with the director's vision, and ensuring all sets met both creative and technical requirements for filming across different commercial formats.
The Masterbrand campaign received recognition, earning a nomination for Best Ad Campaign at the 37th Rede Globo Advertising Award.
PANTENE
VIDEO MUSIC
ROLE. PRODUCTION DESIGNER & SET DESIGNER
Biquíni de Bolinha is a music video created for the Pantene brand, blending advertising with musical storytelling. The campaign was designed to promote the launch of a summer-focused product, combining vibrant visuals with a strong seasonal identity.
A standout aspect of this project was its exceptionally fast turnaround: the entire process — from concept development to filming — was completed in just one week. This compressed timeline required immediate design decisions and rapid execution without compromising visual quality.
The set design emphasized summer aesthetics through color palette, lighting, and spatial composition. The visual approach needed to support both the musical performance and product integration while maintaining the energy and appeal of a music video format.
Working as both production designer and set designer, I managed all visual elements from conceptual development through on-set implementation. The dual role required coordinating design vision with practical construction and filming requirements.
The challenge involved seamlessly incorporating Pantene's product messaging within the music video narrative, ensuring the commercial elements enhanced rather than interrupted the artistic flow of the piece.
The one-week timeline demanded efficient resource allocation, streamlined decision-making processes, and close coordination with all production departments to meet delivery deadlines.
VIDEO MUSIC
ROLE. PRODUCTION DESIGNER & SET DESIGNER
Biquíni de Bolinha is a music video created for the Pantene brand, blending advertising with musical storytelling. The campaign was designed to promote the launch of a summer-focused product, combining vibrant visuals with a strong seasonal identity.
A standout aspect of this project was its exceptionally fast turnaround: the entire process — from concept development to filming — was completed in just one week. This compressed timeline required immediate design decisions and rapid execution without compromising visual quality.
The set design emphasized summer aesthetics through color palette, lighting, and spatial composition. The visual approach needed to support both the musical performance and product integration while maintaining the energy and appeal of a music video format.
Working as both production designer and set designer, I managed all visual elements from conceptual development through on-set implementation. The dual role required coordinating design vision with practical construction and filming requirements.
The challenge involved seamlessly incorporating Pantene's product messaging within the music video narrative, ensuring the commercial elements enhanced rather than interrupted the artistic flow of the piece.
The one-week timeline demanded efficient resource allocation, streamlined decision-making processes, and close coordination with all production departments to meet delivery deadlines.
RUBE GOLDBERG MACHINE
COMMERCIAL
ROLE. PRODUCTION DESIGNER & SET DESIGNER
For Benegrip's advertising campaign, I designed a Rube Goldberg machine that creatively and visually illustrates the journey of cold and flu medicine through the human body. Inspired by the concept of a chain reaction, this intricate device was engineered to perform a simple task in a complex and engaging way, symbolizing the product's effectiveness and functionality.
The machine served as a physical metaphor for how Benegrip works within the body, translating medical processes into tangible, visual sequences. Each component of the chain reaction represented different stages of the medicine's action, from ingestion to symptom relief.
The design required precise mechanical planning to ensure reliable operation during filming. Each element needed to trigger the next in sequence while maintaining visual clarity for camera work. The machine incorporated various materials and mechanisms to create diverse visual textures and movements.
Creating a functional Rube Goldberg machine for commercial production involved multiple testing phases and backup systems. The device needed to perform consistently across multiple takes while accommodating lighting requirements and camera angles.
The machine's aesthetic design balanced mechanical functionality with brand messaging. Color choices, material selection, and component styling all supported Benegrip's brand identity while maintaining the playful, engaging nature of Rube Goldberg devices.
The project required collaboration with prop builders and the filming crew to ensure the machine operated smoothly during production while meeting all safety and technical requirements.
COMMERCIAL
ROLE. PRODUCTION DESIGNER & SET DESIGNER
For Benegrip's advertising campaign, I designed a Rube Goldberg machine that creatively and visually illustrates the journey of cold and flu medicine through the human body. Inspired by the concept of a chain reaction, this intricate device was engineered to perform a simple task in a complex and engaging way, symbolizing the product's effectiveness and functionality.
The machine served as a physical metaphor for how Benegrip works within the body, translating medical processes into tangible, visual sequences. Each component of the chain reaction represented different stages of the medicine's action, from ingestion to symptom relief.
The design required precise mechanical planning to ensure reliable operation during filming. Each element needed to trigger the next in sequence while maintaining visual clarity for camera work. The machine incorporated various materials and mechanisms to create diverse visual textures and movements.
Creating a functional Rube Goldberg machine for commercial production involved multiple testing phases and backup systems. The device needed to perform consistently across multiple takes while accommodating lighting requirements and camera angles.
The machine's aesthetic design balanced mechanical functionality with brand messaging. Color choices, material selection, and component styling all supported Benegrip's brand identity while maintaining the playful, engaging nature of Rube Goldberg devices.
The project required collaboration with prop builders and the filming crew to ensure the machine operated smoothly during production while meeting all safety and technical requirements.
PACKSHOTS
COMMERCIAL
ROLE. PRODUCTION DESIGNER & SET DESIGNER
Packshots are frames or photographs that show the product against a background. They are used in commercials, catalogs, and online stores. These images include elements that reflect the brand and communicate the product's features.
Each packshot requires careful consideration of background selection, lighting design, and compositional elements that enhance product visibility while supporting brand identity. The visual approach varies depending on the product category, target audience, and intended usage across different media platforms.
As a production designer and set designer, I develop the complete visual environment for each shot, including background construction, prop selection, and spatial arrangement. This involves coordinating with photographers and lighting technicians to achieve optimal product presentation.
The design process incorporates brand guidelines, color palettes, and visual language to ensure consistency across all packshot materials. Each element within the frame serves to reinforce brand messaging while maintaining focus on the product itself.
COMMERCIAL
ROLE. PRODUCTION DESIGNER & SET DESIGNER
Packshots are frames or photographs that show the product against a background. They are used in commercials, catalogs, and online stores. These images include elements that reflect the brand and communicate the product's features.
Each packshot requires careful consideration of background selection, lighting design, and compositional elements that enhance product visibility while supporting brand identity. The visual approach varies depending on the product category, target audience, and intended usage across different media platforms.
As a production designer and set designer, I develop the complete visual environment for each shot, including background construction, prop selection, and spatial arrangement. This involves coordinating with photographers and lighting technicians to achieve optimal product presentation.
The design process incorporates brand guidelines, color palettes, and visual language to ensure consistency across all packshot materials. Each element within the frame serves to reinforce brand messaging while maintaining focus on the product itself.
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