MOTHER'S DAY

CAMPAIGN

RIACHUELO

THE TASK
Riachuelo is undergoing a repositioning and aimed to elevate its image as a top gifting destination for Mother’s Day.

THE INSIGHT
Mothers are our first stylists — for years, they choose what we wear. But now, can daughters have a say in their moms’ style too?

THE IDEA
Casting was key to bringing this concept to life. Deborah Bloch was a hit in the ’80s and is making a comeback in 2025. Her daughter, Julia — a low-profile, queer filmmaker — shares a striking resemblance with her. We crafted a set of personal questions to uncover their intimate stories through fashion.

To expand our reach, we also brought in the Braz Family — beloved digital influencers with a combined following of over 3 million.

Role: Senior Copywriter at OOO Agency