Context
The project began with a strategic workshop in Hamburg with Nivea stakeholders, which led to an invitation to participate in a global campaign pitch. Competing against the European agency responsible for Nivea’s communication at the time, our team was selected to lead the campaign development.
Challenge
The campaign needed to translate a global brand message into executions that would resonate across different cultural contexts while maintaining consistency with Nivea’s identity. After the initial production, additional adaptation was required to better connect with the Brazilian market, one of the brand’s most important regions.
Role
I led the creative development throughout the process, from pitch concept and presentation to pre-production, filming and final execution. This included overseeing creative direction during two separate productions filmed in different locations to address market-specific needs.
Approach
The work focused on building a clear narrative that could express the campaign idea across formats and audiences, while collaborating closely with production teams and client stakeholders. Flexibility and responsiveness were essential as the project evolved across markets and executions.
Outcome
The campaign was successfully produced and implemented across markets, demonstrating the importance of adaptable creative leadership when managing global brands with diverse audiences.