Having Karina as a creative partner is a privilege. Her sensitivity to language and ability to translate a briefing into innovative creative territories make every project richer, more powerful, and full of surprises.
Genuinely Brazilian wellness
In partnership with Saga Innovation, we mapped the wellness expression present in the daily lives of working-class women in Brazil, revealing the ethics of well-being that emerges from the everyday — vibrant, tropical, and popular. Through an ethnographic immersion into the imaginaries found in streets, homes, and social media, we translated this repertoire into new aesthetic and narrative codes for the brand.
POPULAR WELLNESS
The cartography ventured beyond the margins of conventional wellness research to reveal a sensorial, creative, and pulsating Brazil.
The study revealed aspirational codes that emerge from real life, where well-being is lived with salt, sound, and sweat. A beauty and wellness presence that continuously reinvents itself as a tropical and popular language.
