FIAT ARGO LAUNCH A Multi-Sensory Experience
In 2017, FIAT launched the Argo, a compact car, with the tagline “You Don’t Drive, You Feel.”
I led the planning and execution of an immersive exhibition at São Paulo’s prestigious Bienal Pavilion, unveiling the car to press, dealers, influencers, and VIP clients.
The exhibition invited attendees to explore the Argo through sight, sound, and touch, with interactive features like LED dioramas showcasing passenger safety and infographic installations explaining fuel economy and sustainability. A VR experience, guided by the car’s voice, demonstrated its intelligent system, offering drive assistance and obstacle anticipation.
The launch included a special dinner for press and dealers, extending the sensorial theme with immersive lighting, sound design, and ambiance. Over three days, the event engaged hundreds of attendees, positioning the Argo as a vehicle of innovation, comfort, and sustainability.
Exhibition Hall – 3D Floor Plan
Launch Dinner
SISTEMA FIRJAN
Sistema FIRJAN (Federation of Industries of Rio de Janeiro) is a leading institution that fosters education, innovation, and workforce development in Brazil.
I led the content direction and project management for the immersive exhibition “Your Path to the Future”, held at RioCentro during the Knowledge Olympics, Latin America’s largest professional competition. The exhibition aimed to showcase FIRJAN’s initiatives through interactive and educational experiences designed to engage students, professionals, and entrepreneurs.
Combining storytelling and strategic leadership, I designed an immersive experience featuring multimedia installations, interactive technology, and cohesive visuals. The exhibit attracted thousands of attendees, effectively promoting FIRJAN’s mission and leaving a lasting impression on its diverse audience.
AMAZON
PRIME
VIDEO: Comic Con Booth
For three editions, I collaborated with TM1 Production Agency to design and direct immersive experiences for Amazon Prime Video’s booth at CCXP São Paulo, the largest Comic Con Experience in Latin America.
In 2023, I wrote scripts, trained actors, and stage-directed “The Boys” fan-driven jury experience (The Homelander Trial) and a role-playing “Fallout” activation, which became the most visited booth at the event. My role emphasized interactive storytelling and live performance direction, engaging thousands of attendees.
In 2024, in addition to overseeing the actors, I also coordinated the promoters’ staff, ensuring a seamless and brand-driven experience for all audience members.
FIAT
TORO
LAUNCH
FIAT Toro inaugurated a new car category: SUP, a hybrid of SUV and pickup. An engineering and design milestone in FIAT's history deserved a deeper dive into its creation, giving rise to Toro Labs: a content experience for journalists and influencers where the engineers who designed the car presented it. Fiat franchisees went to visit the factory where the new SUP was created.
Agency: TV1
Role: Event Planner / Project Lead
FIAT
ACCOUNT
BID
The FIAT activation account bid brought us a fictional brief: a new utility vehicle that combines leisure and hard work with versatility and economy. Our strategic insight was to connect the product to its audience, formed by people of diverse interests, which we call the “slash generation”. An audience that needs a car as multiple as the person who drives it. This approach also inspired MULTI FESTIVAL, a content and entertainment platform with live activation in a public square and an exclusive brand experience.
Agency: Tv1
Role: Project Lead / Content Director
MULTI Festival Plan and 3D Tour – slide to see
3D studies for the car reveal
RAM RAMPAGE LAUNCH
In collaboration with TV1 Group Production Agency, I have developed the immersive storytelling for the launch of the new Rampage truck. Drawing inspiration from theme park 'rides', Rampage: The Ride Experience immersed attendees in a groundbreaking event, captivating the press, dealers, and brand enthusiasts. The launch generated conversations across multiple channels, resulting in record numbers in the brand's history — all available stock for pre-sale sold out in record time.