THE TASK
Mother’s Day often falls into clichés, as it is a moment every brand taps into. Our challenge? Make it feel fresh and real.

THE INSIGHT
Motherhood is a wild ride — full of highs, lows, and the unexpected. What makes it easier (and more beautiful) is sharing the journey with friends who feel like family.

THE CONTEXT

Xuxa, Brazil’s most iconic TV host, is loved by generations. Her daughter, Sasha, is now a celebrated model. The media knows Sasha’s best friend is actress Bruna Marquezine — but almost no one knows Bruna’s mom, Dona Neide, is also a central figure in this configuration.

THE IDEA
We brought all four together for a road trip. What do they pack? What do they wear? What memories do they share along the way?
A heartfelt, joyful journey that naturally showcases Hering’s new collection — and wins over the hearts of thousands who stopped everything to watch these legends together.

Hired as a Senior Copywriter for OOO Agency