Role: Creative Director
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Creative Direction: André Porto Alegre
Graphic & Digital Design: André Porto Alegre
Photography: Ivan Erick
Film: Eduardo Ohara
Model: Maura Maurer
Set Designer: Jean Labanca
Styling: Fabiana Leite
Beauty: Angel
Still Photography: Chico
Executive Production: Bravva Productions
Still Photography Assistance: Ana
Styling Assistance: Matheus Foc
Retouch: Philipe Mortosa
━ vibrant boho ━ vibrant boho ━ vibrant boho ━ vibrant boho ━ vibrant boho ━ vibrant boho
━ vibrant boho ━ vibrant boho ━ vibrant boho ━ vibrant boho ━ vibrant boho ━ vibrant boho
Schutz: Vibrant Boho Spring | Summer 25
For Summer 2025, Schutz launched "Vibrant Boho", a powerful and visually impactful campaign that explores red as a symbol of strength, femininity, and bold self-expression. As the Graphic Design & Art Direction Coordinator, I led the creative development from concept to execution, ensuring that every visual element reflected the brand’s essence while pushing it into a more daring and sophisticated territory. The campaign was built around the duality of nostalgia and modernity, with red serving as both the visual and emotional anchor. Art direction emphasized minimalistic elegance paired with dramatic, high-contrast imagery—highlighting movement, texture, and presence. Styling choices focused on sensual silhouettes and bold accessories, while set design featured red-dominant environments and clean architectural elements to elevate the fashion narrative.
Campaign Film
The campaign film serves as the emotional and visual centerpiece of Schutz’s Summer 25 narrative. Directed with a cinematic approach, the film translates the energy of red into motion—merging power, elegance, and attitude through dynamic camera work, bold styling, and fluid choreography. From slow, confident close-ups to fast-paced transitions, every frame was designed to evoke intensity and presence. The red-saturated lighting, mirrored sets, and architectural compositions create a visual tension that feels both modern and timeless. The soundtrack—a blend of electronic beats and subtle rhythms—amplifies the mood, guiding the viewer through a story of transformation, confidence, and self-expression. More than just a promotional piece, the film functions as a visual manifesto: redefining red not just as a color, but as a declaration of identity.
Still Images
The still images are bold, editorial, and meticulously composed to capture the power of red in its most iconic form. Each photograph was designed to feel like a visual statement—where styling, composition, and lighting work together to convey strength, sensuality, and confidence. Set against minimal yet striking backdrops, the use of red as a dominant color—whether in garments, accessories, or lighting—creates a cohesive and immersive visual language. The imagery blends fashion-forward poses with cinematic framing, evoking both sophistication and energy. These stills not only highlight the product with precision and allure but also serve as key brand assets, reinforcing Schutz’s identity as a fearless and fashion-driven label.
Visual Identity
At the heart of Schutz's visual identity lies a seamless fusion of sophistication, innovation, and timeless elegance. Different from the other campaigns, we decided to only use the logo since it was a strong imagery. From the sleek lines of our logo to the meticulously crafted typography, every element is meticulously curated to convey our brand's commitment to excellence and style. Whether showcased in digital campaigns or physical retail spaces, our visual identity serves as a powerful symbol of our heritage and vision, instantly recognizable and unmistakably Schutz. With a palette of rich colors, contemporary design elements, and a keen attention to detail, our visual identity sets the stage for captivating storytelling and immersive brand experiences. It's a reflection of who we are and what we stand for – a testament to the enduring allure of Schutz's impeccable craftsmanship and unparalleled sophistication.
Branded Material (Physical & Digital)
To ensure a cohesive and impactful brand presence, a complete suite of branded materials was developed for both online and offline channels. Digitally, the campaign was brought to life through animated assets, social media content, paid media banners, email marketing templates, and a full e-commerce takeover—each designed to reflect the bold visual language. Offline, the campaign extended into high-impact visual merchandising, including window displays, in-store signage, printed lookbooks, and campaign cards used across over 90 retail locations in Brazil and 2 flagship stores in the U.S. All materials were built around a modular design system, ensuring consistency in brand storytelling while allowing for strategic adaptation across platforms and regions. This 360° approach not only elevated the customer experience but also reinforced Schutz’s bold, fashion-forward identity at every consumer touchpoint.
