Client: Matrizauto
Agency: Legendary People + Ideas as Creative Director role
Year: 2020
Project: Integrated Campaign (TV & Digital Film (concept development, narrative storytelling, film direction, brand positioning)
My role: Creative Director — responsible for concept, storytelling, art direction, and on-set supervision
Brief
After winning once again the Prémio 5 Estrelas (5 Star Awards) in the category of Car Dealership, Matrizauto wanted to create a film in order to disrupt its communication that had been done so far.
The goal of the video was to show the enormous variety of choice, ease of purchase and the support provided by Matrizauto’s reliable professionals.
Big Question
How can a used-car brand move from selling cars to telling a story people actually connect with?
Solution
We reimagined the stereotypical used-car salesman — the “vendedor da banha da cobra” — as the lead in a B-movie trailer.
Through exaggerated acting, dramatic lighting, and 70s-inspired art direction, we brought humor and self-awareness to a category known for distrust.
The spot contrasted the chaos of this cinematic world with the effortless simplicity of buying from Matrizauto, wrapped under the concept line:
“Comprar carro não tem de ser um filme.” (“Buying a car doesn’t have to be a movie.”)
The campaign ran across TV, digital, and social platforms — repositioning Matrizauto as the smart, transparent, and entertaining choice in the market.
Impact
→ Achieved national reach across Portugal’s main TV and digital platforms, driving top-of-mind awareness beyond the automotive category.
→ Reframed Matrizauto from a dealership to a confident, human brand defined by humor and cinematic storytelling.
→ Turned a common buying frustration into cultural empathy — making the brand both relatable and talked about.
Insight
Insight
Insight
Buying a car should be exciting — but for most people, it’s the opposite.
From comparing prices and models to endless paperwork, the process feels more like surviving a bad movie than living a dream. What should be a moment of joy often turns into stress, mistrust, and frustration.
Buying a car should be exciting — but for most people, it’s the opposite.
From comparing prices and models to endless paperwork, the process feels more like surviving a bad movie than living a dream. What should be a moment of joy often turns into stress, mistrust, and frustration.
Buying a car should be exciting — but for most people, it’s the opposite.
From comparing prices and models to endless paperwork, the process feels more like surviving a bad movie than living a dream. What should be a moment of joy often turns into stress, mistrust, and frustration.
Brand claim campaign
Brand
claim
campaign
Buying a car doesn’t
have to be a film
Buying a car doesn’t
have to be a film
Brand
claim campaign
Buying a car doesn’t
have to be
a film
We flipped the
category narrative
We flipped the
category narrative
We flipped the
category narrative
Instead of promising the same old deals, we reframed the emotional truth: buying a car doesn’t have to feel like a drama.
We reimagined the stereotypical used-car salesman — the infamous “vendedor da banha da cobra” — as the lead in a 70’s-style B-movie trailer.
By exaggerating this familiar figure, we turned every buyer’s worst nightmare into entertainment.
Matrizauto’s promise of simplicity and transparency became the perfect contrast — transforming skepticism into laughter and trust.
With cinematic humor and visual irony, we made people see car-buying not as a hassle, but as a story worth watching.
Instead of promising the same old deals, we reframed the emotional truth: buying a car doesn’t have to feel like a drama.
We reimagined the stereotypical used-car salesman — the infamous “vendedor da banha da cobra” — as the lead in a 70’s-style B-movie trailer.
By exaggerating this familiar figure, we turned every buyer’s worst nightmare into entertainment.
Matrizauto’s promise of simplicity and transparency became the perfect contrast — transforming skepticism into laughter and trust.
With cinematic humor and visual irony, we made people see car-buying not as a hassle, but as a story worth watching.
Instead of promising the same old deals, we reframed the emotional truth: buying a car doesn’t have to feel like a drama.
We reimagined the stereotypical used-car salesman — the infamous “vendedor da banha da cobra” — as the lead in a 70’s-style B-movie trailer.
By exaggerating this familiar figure, we turned every buyer’s worst nightmare into entertainment.
Matrizauto’s promise of simplicity and transparency became the perfect contrast — transforming skepticism into laughter and trust.
With cinematic humor and visual irony, we made people see car-buying not as a hassle, but as a story worth watching.
This video includes sound. Unmute for audio.
This video includes sound. Unmute for audio.
This video includes sound. Unmute for audio.
The
Impact
Driving
Awareness
The campaign achieved national reach, airing across Portugal’s main TV networks and digital platforms for months.
By turning an everyday purchase into a cinematic story, the brand built top-of-mind recall far beyond the automotive category.
Brand
Diferentiation
Broke the formulaic tone of used-car advertising through humor and cinematic storytelling.
Reframed Matrizauto from a dealership into a confident, human brand with a clear point of view.
Proved that emotion and entertainment can build stronger trust than price or promotion.
Cultural
Relevance
More than an ad, it became a relatable story about the real struggle of buying a car — transforming audience skepticism into empathy.
Matrizauto was perceived as approachable, transparent, and genuinely aligned with modern consumers’ expectations.
Client: Pixlmob
Agency: Superside as Concept Lead & Account Lead role
Year: 2024-2025
Client: Matrizauto
Agency: Legendary People + Ideas as Creative Director role
Year: 2020
Client: Matrizauto
Agency: Legendary People + Ideas as Creative Director role
Year: 2020
Project: Global Rebrand · AI-Driven Brand System · Motion & Sonic Identity · Launch Film
My role: Concept Lead & Account Lead — leading brand strategy, creative direction, and narrative across identity, motion, sonic design, and launch communications.
Project: Integrated Campaign (TV & Digital Film (concept development, narrative storytelling, film direction, brand positioning)
My role: Creative Director — responsible for concept, storytelling, art direction, and on-set supervision
Project: Integrated Campaign (TV & Digital Film (concept development, narrative storytelling, film direction, brand positioning)
My role: Creative Director — responsible for concept, storytelling, art direction, and on-set supervision
Brief
Pixlmob is a global creative marketplace connecting real-estate photographers with verified photo and video editors — enabling them to scale through collaboration, technology, and trust.
The brand needed a complete transformation: a new identity, visual system, motion language, and launch communications.
The objective was clear — reposition Pixlmob as a creative ecosystem that reflects its community, its human–AI collaboration, and the connections powering its platform.
Big Question
How do we redefine Pixlmob — not as a marketplace, but as a creative force — one that elevates talent, strengthens community, and signals a new era where human craft and AI work as one?
Brief
After winning once again the Prémio 5 Estrelas (5 Star Awards) in the category of Car Dealership, Matrizauto wanted to create a film in order to disrupt its communication that had been done so far.
The goal of the video was to show the enormous variety of choice, ease of purchase and the support provided by Matrizauto’s reliable professionals.
Big Question
How can a used-car brand move from selling cars to telling a story people actually connect with?
Brief
After winning once again the Prémio 5 Estrelas (5 Star Awards) in the category of Car Dealership, Matrizauto wanted to create a film in order to disrupt its communication that had been done so far.
The goal of the video was to show the enormous variety of choice, ease of purchase and the support provided by Matrizauto’s reliable professionals.
Big Question
How can a used-car brand move from selling cars to telling a story people actually connect with?
Solution
A new brand born from a simple idea: every creator has a unique signature — a distinct blend of mindset, skill, and expression.
The identity is anchored in a symbol inspired by the expressive gesture of drawing — a fluid form that reflects personality, creative diversity, and the connection between hand and brain. Its shape echoes the Pixlmob ecosystem: different people, different styles, one creative flow — with Pixlmob at the center enabling it.
AI was used strategically to accelerate exploration, not replace authorship. Hundreds of form studies, gradients, and compositions were generated to build a scalable visual system, while human craft refined every final decision. The brand comes to life through motion, gradient energy, expressive typography, and a custom sonic identity — culminating in a launch film that positions Pixlmob as a creative catalyst in the industry.
Impact
→ 2× faster creative production through AI-enhanced workflows
→ 400+ branded assets generated and curated within the new system
→ 100% visual consistency across product, marketing, and communications
→ Clearer market positioning, elevating Pixlmob from service platform to creative ecosystem
→ Stronger brand perception, reinforcing trust, innovation, and category leadership
Solution
We reimagined the stereotypical used-car salesman — the “vendedor da banha da cobra” — as the lead in a B-movie trailer.
Through exaggerated acting, dramatic lighting, and 70s-inspired art direction, we brought humor and self-awareness to a category known for distrust.
The spot contrasted the chaos of this cinematic world with the effortless simplicity of buying from Matrizauto, wrapped under the concept line:
“Comprar carro não tem de ser um filme.” (“Buying a car doesn’t have to be a movie.”)
The campaign ran across TV, digital, and social platforms — repositioning Matrizauto as the smart, transparent, and entertaining choice in the market.
Impact
→ Achieved national reach across Portugal’s main TV and digital platforms, driving top-of-mind awareness beyond the automotive category.
→ Reframed Matrizauto from a dealership to a confident, human brand defined by humor and cinematic storytelling.
→ Turned a common buying frustration into cultural empathy — making the brand both relatable and talked about.
Solution
We reimagined the stereotypical used-car salesman — the “vendedor da banha da cobra” — as the lead in a B-movie trailer.
Through exaggerated acting, dramatic lighting, and 70s-inspired art direction, we brought humor and self-awareness to a category known for distrust.
The spot contrasted the chaos of this cinematic world with the effortless simplicity of buying from Matrizauto, wrapped under the concept line:
“Comprar carro não tem de ser um filme.” (“Buying a car doesn’t have to be a movie.”)
The campaign ran across TV, digital, and social platforms — repositioning Matrizauto as the smart, transparent, and entertaining choice in the market.
Impact
→ Achieved national reach across Portugal’s main TV and digital platforms, driving top-of-mind awareness beyond the automotive category.
→ Reframed Matrizauto from a dealership to a confident, human brand defined by humor and cinematic storytelling.
→ Turned a common buying frustration into cultural empathy — making the brand both relatable and talked about.
The
Impact
Driving
Awareness
The campaign achieved national reach, airing across Portugal’s main TV networks and digital platforms for months.
By turning an everyday purchase into a cinematic story, the brand built top-of-mind recall far beyond the automotive category.
Brand
Diferentiation
Broke the formulaic tone of used-car advertising through humor and cinematic storytelling.
Reframed Matrizauto from a dealership into a confident, human brand with a clear point of view.
Proved that emotion and entertainment can build stronger trust than price or promotion.
Cultural
Relevance
More than an ad, it became a relatable story about the real struggle of buying a car — transforming audience skepticism into empathy.
Matrizauto was perceived as approachable, transparent, and genuinely aligned with modern consumers’ expectations.
The Impact
Driving
Awareness
The campaign achieved national reach, airing across Portugal’s main TV networks and digital platforms for months.
By turning an everyday purchase into a cinematic story, the brand built top-of-mind recall far beyond the automotive category.
Brand
Diferentiation
Broke the formulaic tone of used-car advertising through humor and cinematic storytelling.
Reframed Matrizauto from a dealership into a confident, human brand with a clear point of view.
Proved that emotion and entertainment can build stronger trust than price or promotion.
Cultural
Relevance
More than an ad, it became a relatable story about the real struggle of buying a car — transforming audience skepticism into empathy.
Matrizauto was perceived as approachable, transparent, and genuinely aligned with modern consumers’ expectations.
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