Valorant 5 Years - Brazil Campaign "Aqui é Vavá" 

Context
To celebrate the 5-year annivesary of Valorant, Riot Games Brazil aimed to deliver a campaign that honored the game’s trajectory while deepening its cultural connection with the Brazilian community.

My Role
As Creative Manager and Art Director, I led the development of the campaign’s visual and creative direction alongside a team of designers, ensuring the global brand was translated into a bold, locally authentic expression.

Action
I defined boldness, Brazilian identity, and cultural resonance as the core creative pillars and guided their execution across all touchpoints.
I directed the creation of a nationwide mural initiative in collaboration with local artists, ensuring each piece reflected regional culture while maintaining visual consistency with the campaign.
I also oversaw the creative direction of a localized remix of Ignition, incorporating Brazilian rhythms such as funk and pagodão baiano, and led the visual and experiential design of a community watch party hosted at Riot Brazil’s office in São Paulo.

Result
The campaign elevated the 5-year celebration into a culturally meaningful moment for Brazilian players, increasing brand visibility, driving strong community engagement. Across social platforms, PR, and earned media: 2.86M impressions, 1.42M reach, 1.32M views, and 153.7K engagements.

Riot Team
Daniel Araújo
Daniel Gouw
Vilson Laerte
Duda Federici
Fernando Birche
Caio Simão
Nathália Moura
Affonso Malta
Almir Neto
Augusto Júnior
Lucas Lopes
Almir Neto
Wendel Hilário

Graffitis
Insatagrafite
@ricardo_sotaq
@aneschutz
@tini.wra
@neew.art7
@raianabritto

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