Black Village

During Black Friday, consumer attention is the most expensive asset on the market. For the Village Week campaign, the strategy was to subvert traditional retail logic: instead of shouting discounts from day zero, we created an anticipation ecosystem. The visual goal was clear: capture attention, qualify leads, and set the stage for an explosive conversion.

Shot with Cacá Quintino, videomaker and content producer.

The organic engagement was driven by curiosity triggers and gamification. Instead of simply posting the discount, we created an interactive mechanic in Stories where the user had to "discover" their offer. This interaction generated an instant bandwagon effect, with over 200 active participants in a short period, qualifying users and prepping them for the VIP invite.

A silent WhatsApp group doesn't generate sales. To keep the VIP list temperature boiling, we developed a daily content workflow focused on retention. Using exclusive motion graphics for WhatsApp, strategic polls, and audio reveals, we transformed the group into an engaged community where leads were nurtured with urgency pills until the early release of the offers.

The email marketing was designed not as a flyer, but as an exclusive credential. The interface was structured to validate the lead's status ("You have been selected") and present the campaign's 4 anchor conditions in a hyper-scannable layout. The ultimate goal of the design wasn't to sell within the email itself, but to use the exclusivity trigger to drive heavy traffic straight into the VIP conversion group on WhatsApp.