Last Updated on August 9, 2024
In the ever-evolving world of advertising and marketing, the significance of brand collaborations cannot be understated. When creative minds from diverse backgrounds converge to craft compelling campaigns, the results can be nothing short of extraordinary. Fred Aramis and Bella Cabral, an award-winning creative director team, embody the essence of this collaboration-driven approach. With their combined expertise and a remarkable track record of success, Fred and Bella have solidified their place as industry leaders in creating advertising campaigns that captivate audiences worldwide.
Fred and Bella possess an exceptional set of skills and a wealth of experience that have propelled them to the forefront of their field. Their journey began with a shared passion for creativity and a desire to push the boundaries of what advertising can achieve. With over 15 years of experience in the advertising and design industry, they have honed their craft, developing a deep understanding of the intricacies involved in creating campaigns that resonate across borders.
Throughout their illustrious careers, Fred and Bella have collaborated with some of the most iconic and influential brands globally, including Google, Nissan, Coca-Cola, HP, and Nike. These brand collaborations have not only showcased their exceptional creative prowess but also attested to the trust placed in their abilities to deliver compelling and engaging campaigns. With each project, they have consistently demonstrated their ability to navigate the delicate balance between innovation and adherence to brand guidelines, crafting campaigns that are both innovative and aligned with the established identity of these industry giants.
Their work has garnered widespread recognition and accolades within the advertising industry. Fred and Bella’s creative direction has been honored with prestigious awards, solidifying their reputation as top-tier professionals in their field. Their innovative ideas, strategic thinking, and attention to detail have consistently elevated their campaigns to new heights, capturing the attention of both industry peers and consumers alike.
In an exclusive interview, we had the privilege of delving into the minds of Fred Aramis and Izabella Cabral. This opportunity allowed us to gain valuable insights into their creative process and understand the secrets behind their ability to create advertising campaigns that resonate with global audiences. Their expertise in crafting compelling and engaging campaigns for some of the world’s top brands provided a unique perspective on what it takes to succeed in this highly competitive industry.
So sit back, relax, and learn from the most creative and talented minds in the industry.
It’s an honor to have both of you here! Before we dive into your top brand collaborations, could you provide us with a brief overview of your professional backgrounds and how your journey led you to become an award-winning creative director team?
We first met at an ad school in São Paulo about 15 years ago and quickly bonded over our mutual passion for advertising. Our shared enjoyment of creating insightful advertising with a global perspective has propelled us to work in various markets worldwide. So far, our journey has led us to live and work in cities such as São Paulo, Berlin, Los Angeles, London, and New York.
Can you share with us some specific examples of the campaigns you have created for Google, Nissan, Coca-Cola, HP, and Nike? What was the objective of each campaign, and how did you approach it creatively?
In our 15-year partnership, we’ve had the fortune of crafting award-winning work for some of the world’s most renowned brands. One such campaign was “Santa’s Forgotten Letters” for Coca-Cola. Our task was to rekindle the magic of Christmas in adults’ lives. We conceived the idea of rediscovering letters that children had written to Santa many years ago and delivering the exact gifts they’d asked for. We documented the entire process and transformed it into a short film, capturing the heartfelt moments of adults receiving the presents they’d wished for as children.
Another notable project was “Going Epic” for HP. Our challenge was to highlight the capabilities of the HP x360—a laptop with a detachable screen that empowers the user to accomplish remarkable tasks. We decided to collaborate with various social media creators worldwide, enhancing their videos to the “next level” with the help of the x360. We produced hundreds of videos, each echoing the unique style of a different creator, but using the x360 to make them more captivating and entertaining.
Can you share a challenging project you worked on for one of these top brands and how you overcame creative obstacles?
One project that posed a creative challenge was the launch of the Google Play games platform. To showcase the diverse range of individuals who enjoy playing mobile games, we conceived the idea of creating a video that captured different gamers playing their favorite games from the screen’s perspective.
This was notably challenging as it involved mounting a camera on a tablet or phone in a non-intrusive way that still allowed the gamers to play. After weeks of collaborating with the production team on various prototypes, we eventually found a solution. The final video achieved great success, amassing over 100 million views on YouTube.
What strategies or approaches do you employ to ensure your campaigns for top brands are compelling and engaging for their target audiences? How do you balance the brand’s identity with the need to captivate consumers?
Working with leading brands can be immensely rewarding, yet equally challenging. It’s vital to consider the brand’s history and the emotional connection consumers have with it. Each campaign or communication piece should appear as part of the same overarching brand narrative. When creating work for such brands, we are always cognizant of this. It’s the optimal approach to producing work that is not only effective from a business perspective but also resonates with consumers on an emotional level.
Collaborating with renowned brands often involves working with diverse teams and stakeholders. How do you navigate these collaborations and ensure that everyone’s vision aligns to create a cohesive and impactful campaign?
Working with large teams can be highly rewarding. Each individual contributes their unique perspective to the project, enriching it and enabling us to create work that is comprehensive and possesses a broader reach. Naturally, there won’t always be consensus on everything, but we must remember that we all share the same goal: to create exceptional advertising.
Communication is vital to ensuring that everyone’s voice is heard and that we are all aligned on the campaign’s overarching objectives.
How do you stay up-to-date with the latest trends and innovations in the advertising industry to ensure that your work for top brands remains fresh and relevant?
The advent of the Internet, and more importantly, social media, has certainly accelerated the world of advertising. Hundreds, if not thousands, of new ideas are launched daily, and staying informed is crucial to creating work that’s both fresh and truly innovative.
The best way to keep abreast of the latest trends is to actively engage with social media, understanding viral trends and how consumers use these platforms. Beyond that, blogs and advertising publications serve as excellent resources to observe some of the finest work being done globally.
Building long-term relationships with top brands requires trust and consistent delivery of successful campaigns. Can you share how you have nurtured these relationships over time and how you continue to exceed their expectations?
Each successful campaign we produce becomes a building block in our relationship with clients. Having a portfolio rich in successful campaigns fosters confidence and demonstrates to clients that we are capable of delivering excellent work. Additionally, when embarking on a project, it’s crucial to listen to the clients, genuinely understand their objectives and their perspectives. The best ideas typically emerge from a highly collaborative process.
Can you provide examples of how you have measured the success and impact of your campaigns for top brands? How do you ensure that your creative ideas translate into tangible results for the brand’s objectives?
One of the most significant advancements digital advertising has introduced to the industry is the ability to measure the success of any communication piece almost instantaneously. Both clients and the advertising agencies we partner with maintain analytics teams that meticulously sift through all the data to evaluate each campaign’s performance. We then receive this data, enabling us to make adjustments that can amplify the reach and success of our campaigns.
When working with such well-established brands, there may be pre-existing guidelines or brand standards to adhere to. How do you balance your creativity with the brand’s requirements to create campaigns that are both innovative and aligned with their established identity?
When crafting campaigns for well-established brands, we strike a balance between creativity and brand guidelines by deeply understanding the brand’s essence and target audience. We explore opportunities to innovate within these guidelines while preserving the consistency of the brand’s visual and verbal elements. Through collaboration with the brand’s team and iterative refinement, we successfully find the right balance.
Google Play games platform
With your extensive experience and success as a creative director team, what advice would you give to aspiring directors who are looking to make their mark in the industry and collaborate with top brands like Google, Nissan, Coca-Cola, HP, and Nike?
Our advice to aspiring creatives seeking to collaborate with leading brands includes:
- Sharpen your craft and keep pace with industry trends.
- Construct a robust portfolio that showcases your finest work.
- Embrace collaboration and team up with talented professionals.
- Remain curious, seek inspiration, and explore diverse influences.
- Network and foster relationships within the industry.
- Be adaptable and open-minded towards new technologies and methodologies.
- Demonstrate passion and dedication, and always go the extra mile in your work.
- And last but not least, don’t forget to enjoy the process.
