We photographed
Wesley Safadão in the studio
to create the life-size display
that would become the face
of the campaign.
These images served
as the visual guide
for Pitú's entire
2019 communication.
From point of sale
to the can label.
A Vida é uma Festa
In 2019, Pitú chose Wesley Safadão as its new brand ambassador.
With little time for production, we created a life-size cardboard cutout of the singer. He became the face of the campaign, showing up everywhere: in posts, TV commercials, points of sale, and even on the label of the can.
At the same time, we launched an original song called A Vida é uma Festa, inspired by the style of Wesley’s own music releases.
There was a music video, a TV commercial, and a QR code on the packaging, everything tied together by the spirit of resenha.
That year, Pitú took a bold step toward national expansion.
And made Wesley Safadão the official ambassador of the resenha lifestyle.
Year: 2019
Tools: Photoshop, Illustrator, Premiere
Client: Pitú
Role: Art Direction, Concept, Campaign Design, TVC
Pituzeiro, the brand’s mascot, also had his moment in the spotlight.
We created TV commercials and digital content integrated with the campaign featuring the display.
The “resenha” took over all platforms, expanding the reach and impact of the action.
As part of the campaign, we created the song A Vida é uma Festa, recorded by Wesley Safadão and his own production team.
The release came with a music video that helped tell, and expand, the campaign’s story.
Wesley Safadão’s life-size display became a selfie hotspot and a conversation starter.
