Client: Self-promotion from Agency
Agency: Legendary People + Ideas as Creative Director role
Year: 2019
Project: Digital campaign and cultural activation (concept, design system, social media, UX, and interactive experience)
My role: Creative Director — responsible for campaign concept, digital storytelling, visual direction, and execution across all touchpoints.
Brief
It all started when Portuguese President Marcelo Rebelo de Sousa surprised everyone with a spontaneous phone call to TV host Cristina Ferreira during her new morning show.
The internet went wild — if the President had time to call a talk show, he should have time to call to all portugueses.
Known as the “President of Affection”, Marcelo became a viral phenomenon overnight.
Our challenge: transform that cultural moment into a self-promotion campaign for the agency — amplifying his warmth through creativity and turning online buzz into real participation.
Big Question
How could we turn a viral presidential moment into a creative act of self-promotion — and a shared cultural phenomenon across Portugal?
Solution
Creation of Telemarcelo: The President’s Call, a self-promotion campaign where people were given the opportunity to surprise friends and family by giving their number and receiving a call from none other than the President himself.
Using snippets of the real phone call, each interaction felt authentic — as if the President truly had the time to call everyone.
The pink visual world, inspired by Portuguese kitsch and vintage love postcards, captured the campaign’s irony and affection, making it instantly recognizable and shareable.
With zero media investment, Telemarcelo spread organically, becoming a collective social ritual and a masterclass in how culture can outperform paid reach.
Impact
→ 350,000 phone calls in 5 days
→ 167,000 website visits
→ +1,000 organic news mentions
→ Became a cultural phenomenon — turning internet irony into national affection.
When Portuguese President Marcelo Rebelo de Sousa called Portugal’s #1 TV host, Cristina Ferreira, live on air — the country stopped.
The moment instantly went viral and of course it went all over the news
When Portuguese President Marcelo Rebelo de Sousa called Portugal’s #1 TV host, Cristina Ferreira, live on air — the country stopped.
The moment instantly went viral and of course it went all over the news
We created a simple
landing page:
Users entered a number, pressed “Call,” and delivered a personalized kiss message — straight from the President of Portugal.
Soon, people flooded social media joking
they hadn’t received a call either.
So we thought — what if the President could call everyone
in Portugal?
Soon, people flooded social media joking they hadn’t received a call either.
So we thought — what if the President
could call everyone in Portugal?
Soon, people flooded social media joking they hadn’t received a call either.
So we thought — what if the President
could call everyone in Portugal?
We created a simple landing page:
Users entered a number, pressed “Call,” and delivered a personalized kiss message — straight from the President of Portugal.
The campaign quickly made headlines
First across Portugal’s biggest media outlets, then beyond borders, reaching Spain’s famous news El País.
The campaign quickly made headlines
First across Portugal’s biggest media outlets, then beyond borders, reaching Spain’s famous news El País.
The
Impact
350 000
phone calls
Transformed a viral TV moment into a participatory movement — sparking massive engagement as thousands queued for their “kiss call” from the President.
167 000
website visits in 5 days
A viral self-promo that became a collective cultural game — proving how humor and timing can outperform paid media.
+1000
organic news mentions
From Portugal’s top outlets to El País, the project transformed agency creativity into a mainstream conversation.
Client: Pixlmob
Agency: Superside as Concept Lead & Account Lead role
Year: 2024-2025
Client: Self-promotion from Agency
Agency: Legendary People + Ideas as Creative Director role
Year: 2019
Client: Self-promotion from Agency
Agency: Legendary People + Ideas as Creative Director role
Year: 2019
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: Digital campaign and cultural activation (concept, design system, social media, UX, and interactive experience)
My role: Creative Director — responsible for campaign concept, digital storytelling, visual direction, and execution across all touchpoints.
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
It all started when Portuguese President Marcelo Rebelo de Sousa surprised everyone with a spontaneous phone call to TV host Cristina Ferreira during her new morning show.
The internet went wild — if the President had time to call a talk show, he should have time to call to all portugueses.
Known as the “President of Affection”, Marcelo became a viral phenomenon overnight. Our challenge: transform that cultural moment into a self-promotion campaign for the agency — amplifying his warmth through creativity and turning online buzz into real participation.
Big Question
How could we turn a viral presidential moment into a creative act of self-promotion — and a shared cultural phenomenon across Portugal?
Brief
It all started when Portuguese President Marcelo Rebelo de Sousa surprised everyone with a spontaneous phone call to TV host Cristina Ferreira during her new morning show.
The internet went wild — if the President had time to call a talk show, he should have time to call to all portugueses.
Known as the “President of Affection”, Marcelo became a viral phenomenon overnight. Our challenge: transform that cultural moment into a self-promotion campaign for the agency — amplifying his warmth through creativity and turning online buzz into real participation.
Big Question
How could we turn a viral presidential moment into a creative act of self-promotion — and a shared cultural phenomenon across Portugal?
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
Creation of Telemarcelo: The President’s Call, a self-promotion campaign where people were given the opportunity to surprise friends and family by giving their number and receiving a call from none other than the President himself.
Using snippets of the real phone call, each interaction felt authentic — as if the President truly had the time to call everyone.
The pink visual world, inspired by Portuguese kitsch and vintage love postcards, captured the campaign’s irony and affection, making it instantly recognizable and shareable.
With zero media investment, Telemarcelo spread organically, becoming a collective social ritual and a masterclass in how culture can outperform paid reach.
Impact
→ 350,000 phone calls in 5 days
→ 167,000 website visits
→ +1,000 organic news mentions
→ Became a cultural phenomenon — turning internet irony into national affection.
Solution
Creation of Telemarcelo: The President’s Call, a self-promotion campaign where people were given the opportunity to surprise friends and family by giving their number and receiving a call from none other than the President himself.
Using snippets of the real phone call, each interaction felt authentic — as if the President truly had the time to call everyone.
The pink visual world, inspired by Portuguese kitsch and vintage love postcards, captured the campaign’s irony and affection, making it instantly recognizable and shareable.
With zero media investment, Telemarcelo spread organically, becoming a collective social ritual and a masterclass in how culture can outperform paid reach.
Impact
→ 350,000 phone calls in 5 days
→ 167,000 website visits
→ +1,000 organic news mentions
→ Became a cultural phenomenon — turning internet irony into national affection.
The
Impact
350 000
phone calls
Transformed a viral TV moment into a participatory movement — sparking massive engagement as thousands queued for their “kiss call” from the President.
167 000
Diferentiation
A viral self-promo that became a collective cultural game — proving how humor and timing can outperform paid media.
Cultural
Relevance
From Portugal’s top outlets to El País, the project transformed agency creativity into a mainstream conversation.
The
Impact
350 000
phone calls
Transformed a viral TV moment into a participatory movement — sparking massive engagement as thousands queued for their “kiss call” from the President.
167 000
Diferentiation
A viral self-promo that became a collective cultural game — proving how humor and timing can outperform paid media.
Cultural
Relevance
From Portugal’s top outlets to El País, the project transformed agency creativity into a mainstream conversation.
The Impact
350 000
phone calls
Transformed a viral TV moment into a participatory movement — sparking massive engagement as thousands queued for their “kiss call” from the President.
167 000
website visits in 5 days
A viral self-promo that became a collective cultural game — proving how humor and timing can outperform paid media.
+1000
organic news mentions
From Portugal’s top outlets to El País, the project transformed agency creativity into a mainstream conversation.
The Impact
350 000
phone calls
Transformed a viral TV moment into a participatory movement — sparking massive engagement as thousands queued for their “kiss call” from the President.
167 000
website visits in 5 days
A viral self-promo that became a collective cultural game — proving how humor and timing can outperform paid media.
+1000
organic news mentions
From Portugal’s top outlets to El País, the project transformed agency creativity into a mainstream conversation.
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Got a brief? Challenge already accepted.
SooWhen Portuguese President Marcelo Rebelo de Sousa called Portugal’s #1 TV host, Cristina Ferreira, live on air — the country stopped.
The moment instantly went
viral and of course it went
all over the news
SooWhen Portuguese President Marcelo Rebelo de Sousa called Portugal’s #1 TV host, Cristina Ferreira, live on air — the country stopped.
The moment instantly went
viral and of course it went
all over the news
The campaign quickly
made headlines
First across Portugal’s biggest media outlets, then beyond borders, reaching Spain’s famous news El País.
The campaign quickly
made headlines
First across Portugal’s biggest media outlets, then beyond borders, reaching Spain’s famous news El País.