Role: Creative Strategist (Social Media & Printed Materials) & Graphic Designer
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Art Direction: Pedro Lourenço
Graphic & Digital Design Lead: André Porto Alegre
Graphic & Digital Design Team: Kelly Camelo, Juliana Sansão & Isadora Chiamulera
Photography: Valentin Herfray
Backstage Photo & Video: Leca Novo
Film: Enrico Beer
Talent: Amelia Gray
Styling: Flavia Lafer
Beauty: Henrique Martins
Still Photography: Thiago Justo
Executive Production: The Box
Still Photography Assistance: Sergio & Luccas
Retouch: Telha
━ its been rio ━ its been rio ━ its been rio ━ its been rio ━ its been rio ━ its been rio
━ its been rio ━ its been rio ━ its been rio ━ its been rio ━ its been rio ━ its been rio
Schutz: It's Been Rio
Fall | Winter 25
For Schutz’s Fall/Winter 2025 collection, the campaign blends global trends like Boho and minimalism, capturing a contemporary and sophisticated aesthetic. Starring top model Amelia Gray — who has been collaborating with the brand since 2024 — the campaign was shot at the iconic Copacabana Palace in Rio de Janeiro. The creative concept explores the connection between the Schutz Girl and a global lifestyle, translating the brand’s spirit into a strong and aspirational visual narrative.
My main role in this campaign was to develop the creative strategy, with a strong focus on social media and printed materials. Working closely with my deisgn team, we created a variety of assets captured during the shoot, strategically designed for three key phases: warm-up, launch, and sustain. This approach allowed us to highlight the collection’s products in engaging and innovative ways across all touchpoints.
3D Film - Warm Up
As part of the warm-up strategy, we launched a 3D video to tease Schutz’s arrival in Rio de Janeiro for the Fall campaign. The video begins with a stylized airline voice announcing that “Flight 944” — a reference to the brand’s first flagship store at Oscar Freire 944 in São Paulo — is about to land. A postcard then takes flight, gliding over iconic Rio landmarks, interspersed with behind-the-scenes glimpses from the campaign shoot. Amelia Gray is subtly revealed without showing her face, building intrigue around the main character. In the final scene, the postcard flips and expands to fill the frame, revealing the Schutz logo and the campaign title, It’s Been Rio, handwritten in a bold, shapie-style typography — marking the brand’s vibrant landing in the city.
Digital Assets
The visual materials reflect the creative approach perfectly: the images capture a balance between candid moments and editorial sophistication. From intimate close-ups of the collection’s signature boots and accessories to dynamic, paparazzi-style shots of Amelia Gray walking through the iconic mosaic sidewalks of Rio, each frame feels both aspirational and approachable. Layouts featuring travel-inspired elements, like postcards and window views, reinforce the global narrative, while the polished yet spontaneous vibe of the campaign adds a sense of effortless cool to Schutz’s Fall/Winter 2025 story. Rather than simply posting the campaign photos individually, we created graphic compositions that gave the content a richer, more curated look across all digital channels. Images were edited, layered, and integrated into designed materials that combined photography, typography, and branding elements—ensuring a consistent, elevated storytelling approach for Schutz's social media, website, and digital advertising efforts. This visual strategy helped create an immersive experience, keeping the audience engaged across all phases of the campaign.
Campaign Film
The campaign film for Schutz’s Fall/Winter 2025 collection brings the narrative to life through a cinematic lens, blending raw, spontaneous moments with polished, fashion-forward visuals. Shot at the Copacabana Palace and throughout the vibrant streets of Rio de Janeiro, the film follows Amelia Gray embodying the spirit of the Schutz Girl — confident, global, and effortlessly chic. With dynamic transitions, natural light, and a mix of stillness and movement, the film captures the tension between Boho freedom and minimalist sophistication. It was designed not only as a standalone piece but also carefully edited into shorter cuts and teasers, optimized for different digital platforms like Instagram, TikTok, and the brand’s e-commerce site, ensuring maximum impact across all touchpoints.
Editorial Images
The editorial and campaign images for Schutz Fall/Winter 2025 were crafted to embody a refined yet effortless aesthetic, capturing the essence of the Schutz Girl in an aspirational, global context. Shot at the iconic Copacabana Palace in Rio de Janeiro,
the imagery blends high fashion styling with a candid, documentary feel — evoking the energy of travel, discovery, and modern sophistication.
Still Images
The still images for Schutz’s Fall/Winter 2025 campaign were crafted to tell a rich, layered story that balances elegance with spontaneity. Shot in iconic locations around the Copacabana Palace, the imagery captures both intimate close-ups of the collection’s statement pieces and wider lifestyle shots of Amelia Gray embodying the Schutz Girl’s bold, global spirit. ach photo was intentionally styled and composed to evoke a feeling of effortless sophistication, blending Boho influences with minimalistic aesthetics. Beyond serving as stand-alone visuals, the images were also incorporated into graphic layouts—layered with design elements like travel-inspired graphics, bold typography, and branded textures—to create an elevated, editorial feel across all digital and printed touchpoints.
Backstage Images
The backstage images played a crucial role in bringing an authentic and intimate layer to the Schutz Fall/Winter 2025 campaign. Capturing spontaneous moments behind the scenes — from styling touch-ups to candid interactions — these visuals offered a raw, energetic glimpse into the creative process. They were strategically incorporated into digital storytelling to humanize the campaign, deepen audience connection, and highlight the vibrant atmosphere of the shoot at the Copacabana Palace.
Visual Identity
For the Schutz Fall/Winter 2025 campaign, the visual identity was designed to feel dynamic yet cohesive, tying together diverse assets through a strong, recognizable system. The layouts embrace a structured yet flexible grid, allowing images, typography, and graphic elements to interact in ways that feel editorial and spontaneous. Inspired by travel and a cosmopolitan lifestyle, design details like postcard motifs, collage effects, and layered textures give the campaign a sense of movement and depth. The images — whether showcasing product close-ups or lifestyle shots — were not simply posted individually; instead, they were thoughtfully edited and incorporated into rich graphic compositions across digital and printed materials.
Printed Assets
To ensure a cohesive and impactful brand presence, a complete suite of branded materials was developed for both online and offline channels. Digitally, the campaign was brought to life through animated assets, social media content, paid media banners, email marketing templates, and a full e-commerce takeover—each designed to reflect the bold visual language. Offline, the campaign extended into high-impact visual merchandising, including window displays, in-store signage, printed lookbooks, and campaign cards used across over 90 retail locations in Brazil and 2 flagship stores in the U.S. All materials were built around a modular design system, ensuring consistency in brand storytelling while allowing for strategic adaptation across platforms and regions. This 360° approach not only elevated the customer experience but also reinforced Schutz’s bold, fashion-forward identity at every consumer touchpoint.