ART DIRECTOR
EYEWEAR LINE MAGNETIC
The campaign for Mormaii’s Magnetic eyewear line was built around the concept “Functionality that Connects,” inspired by the innovative magnetic temples that combine practicality and versatility in a single design. The main goal was to create a narrative that felt less like traditional advertising and more organic, specifically tailored for digital platforms and social media. The campaign focused on showcasing the product’s functionality across different moments — from everyday use to sports — while maintaining the brand’s authentic and effortless identity. To bring this vision to life, we produced five short-form capsule videos designed for quick, engaging digital consumption. Each piece highlighted the versatility of the Magnetic eyewear and conveyed the essence of Mormaii in a natural, spontaneous way, fostering a genuine connection with the audience. This approach intentionally diverged from traditional fashion films, translating the brand’s language into a more contemporary format aligned with current digital consumption behaviors.
The campaign for Mormaii’s Magnetic eyewear line was built around the concept “Functionality that Connects,” inspired by the innovative magnetic temples that combine practicality and versatility in a single design.
The main goal was to create a narrative that felt less like traditional advertising and more organic, specifically tailored for digital platforms and social media. The campaign focused on showcasing the product’s functionality across different moments — from everyday use to sports — while maintaining the brand’s authentic and effortless identity.
To bring this vision to life, we produced five short-form capsule videos designed for quick, engaging digital consumption. Each piece highlighted the versatility of the Magnetic eyewear and conveyed the essence of Mormaii in a natural, spontaneous way, fostering a genuine connection with the audience.
This approach intentionally diverged from traditional fashion films, translating the brand’s language into a more contemporary format aligned with current digital consumption behaviors.
Liberdade e funcionalidade
para viver o off
Inspired by Mormaii’s 2025 manifesto, “Freedom is Evolution,” the Magnetic 2.0 campaign offers a renewed perspective on functionality and freedom. Following the remarkable success of the initial campaign, which celebrated the dynamic, active lifestyle intrinsic to the brand’s DNA, I was invited to direct this new phase, embracing a calmer and more serene atmosphere under the tagline “Freedom and functionality to live the off.”
This approach reflects the evolution of contemporary lifestyles, valuing moments of pause and balance, positioning the Magnetic eyewear as the perfect companion for both movement and relaxation, enhancing its versatility and emotional connection with the audience.
