Marcelo Padoca

executive creative

director/cw

TIDE • COLLATERAL STAINS •

TIDE • COLLATERAL STAINS •

Explosion on a city street with a vehicle and buildings in the background, and a person flying through the air.

The Marvel Universe is filled with some of the most memorable and messy sequences ever. But it’s also filled with everyday ordinary people going about their lives like the rest of us.

A person standing next to a yellow taxi cab that appears to have been involved in an accident, with smoke emerging from the vehicle in an urban setting.

They’re able to live with all these Marvel sized collateral stains because they’ve got the power of Tide. And to prove it, we decided to finally tell their story.

We scoured the Marvel Universe – all 34 films, 10 TV series and two TV specials – to find these untold stain stories.

Background characters take central stage.

Two men kissing, one wearing a white thobe and head covering, the other in a white shirt with a red and white scarf, on a colorful outdoor bridge.

ALWAN FOUNDATION

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THE PROUD MAROONS

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ALWAN FOUNDATION • THE PROUD MAROONS •

Qatar's first LGBTQ+ national football supporters’ group.

A young woman lies on a bed, making a peace sign with her right hand. Her face is painted with the rainbow flag of LGBTQ+ pride, with the words 'Proud Maroons' written on it. She is wearing a white hoodie.
Two Arab men dressed in traditional white thobes and shemagh head coverings are touching foreheads in an outdoor setting.
A man with rainbow face paint featuring the LGBTQ pride flag, holding his arm up in a flexed pose, with tattoos visible on his arm and chest. He has tattoos on his face and chest, and a rainbow pride flag sticker on his chest. The background shows a hallway with plants and artwork. Text overlay includes LGBTQ pride flags, a QR code, a handshake emoji, and a Brazil flag. The Instagram handle @PROUDMAROONS is also displayed.

THE BIGGEST LGBTQ+ SUPPORTS GROUP IN WORLD CUP HISTORY.

A man dressed in traditional Middle Eastern attire holding a rainbow pride flag with the words 'Proud Maroons' written on it.
Colorful poster encouraging Qatar football supporters to get loud and proud, with rainbow stripes and a message to share pride and support the Maroons.
Poster with rainbow colors promoting LGBTQ pride and Maroons, a national football supporters group from Qatar, with text about sharing pride and support.
A man in traditional Middle Eastern attire with a rainbow-colored scarf and a keffiyeh headscarf standing in front of a rainbow flag background, surrounded by colorful text supporting Maroons for Qatar, a football supporters' group.
A rainbow flag with message that reads, "Established all over the world proud maroons except Qatar" in multicolored and white text.
A person with their face painted in rainbow colors and the words 'PROUD MAROONS' on their face, celebrating LGBTQ pride, with a background of a plain wall and social media text expressing pride and support.
A collage of messages from LGBTQ individuals over a green field with a blue sky background, and the central text 'Real Love Messages Directed at the Proud Maroons' in yellow.
A black background with large red text in the center reading 'REAL HATE MESSAGES DIRECTED AT THE PROUD MAROONS'. Surrounding the text are several smaller white text messages with emojis, containing hateful and threatening comments directed at a group called the Proud Maroons.

COCA COLA

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CRAZY FOR GOOD

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COCA COLA • CRAZY FOR GOOD •

The world is so upside down that when people do acts of kindness to strangers; they could be considered crazy. 

A young girl in a hospital hallway holding a tray and a bunch of colorful balloons.
A red Coca-Cola branded swing hanging from a tree in a park, with two people in the background and a Coca-Cola bag on the ground.
Woman with bright pink hair smiling at night with a skateboarding helmet on her head.
A man sitting on a brick ledge holding a volleyball and laughing outdoors with a hill and buildings in the background.

A global integrated campaign designed to encourage acts of kindness around the world.

“Every night, I wear a pink wig and go out to spread plants for my city. A flower smiles here, a bit of greenery there just to make our day better. Most of people think I am crazy, but I just want to bring smiles to people’s lives”. – Lea Du Plessis – Cape Town

“I suddenly came into some money, more money than I’ll ever need. I decided to give away £ 1000 every day to complete strangers. All I ask is that they do something positive with the cash.” – Mr. Lucky – London

“One day, I set out across San Francisco and installed swings. A lot of them. People might think I am crazy, but after seeing the joy on people´s faces as they soar through the air, I knew I couldn’t stop”.            – Jeff Waldman – San Francisco

The campaign was shot in London, Cape Town, and Buenos Aires by Oscar-nominated director, Henry-Alex Rubin and post-produced by three times Oscar-nominated editor Saar Klein.

A collage of nine images including people working in a studio, a gaming setup, a person sitting on a park bench, a person working at a computer, a living room, a woman with a bicycle, soda cans with Coca-Cola branding, and a Coca-Cola advertisement with the slogan "Crazy for Good."

To promote a 24/7 service, we created a campaign with this same non-stop feeling. Inspired by the spinning bicycle tire, our characters were illustrated using a pattern of circular lines to create the sense of motion.

Drawing of a bicycle, a group of brown insects, and a yellow light bulb on a green background.
Cartoon drawing of a brown squirrel with large bushy tail, gripping a nut with its front paws, placed next to a diagram with labeled circles on a yellow background.
Drawing of a dog's head with a red tongue and black ears, connected to a line with a circle and lines, resembling a diagram or schematic.

CITY OF BUENOS AIRES

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NEVER STOP RIDING

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CITY OF BUENOS AIRES • NEVER STOP RIDING •

A drawing of a bicycle with a human face on one wheel, showing a surprised expression, connected to another shape resembling a buttocks with a protruding tongue, on a blue background.
Illustration of a bicycle with a human head on the front and back wheels, the head on the front wheel has blue eyes, a nose, and a mouth, with a small curl of hair and a giant red spot on the back wheel. The image includes text that says "Nerve Stop Riding" and references the Buenos Aires public bike system running 24/7, with the Buenos Aires city logo in the top right corner.
Humorous illustration of a squirrel with a mechanical-like design riding a large acorn, promoting the Buenos Aires public bike system called 'Nerve Stop Riding,' which operates 24/7.
An illustrated bicycle with a dog head and a pig rear, labeled "Never Stop Riding," with the City of Buenos Aires logo in the top right corner. The text below reads "The Buenos Aires public bike system now runs 24/7."
Illustration of a lightbulb connected to a bike wheel, with several butterflies on the left side and a small city skyline emblem labeled 'City of Buenos Aires' in the top right corner; text at the bottom reads 'Never Stop Riding, The Buenos Aires Public Bike System now runs 24/7.'

“…fresh creative approach, challenging and far away from the comfort zone".

Pablo Del Campo - Cannes Print Jury President

Public street scene with advertisements featuring illustrated animals and objects. Top row shows billboards on city sidewalks with cartoonish illustrations of animals and a bicycle, with pedestrians walking by. Bottom row includes a fenced poster display with similar cartoons, a backlit billboard at dusk with illustrations of animals and a light bulb, and a person riding a bicycle with animal-themed wheels in a park.

In times of Covid, with the Olympics without public, we wanted to show we'll all be together even apart.

A young woman with curly hair watches sailboats on the water during a windy day.
A young male basketball player in a white jersey with red and green trim, sitting on a bench with a basketball in front of him, illuminated by bright lights in a dimly lit gymnasium or arena.
A young woman with a skateboard and a race bib numbered 8924 sits on concrete stairs, looking at her phone with a contemplative expression.

SAMSUNG

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BE THERE

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SAMSUNG • BE THERE •

Track athletes running in a stadium during a race, with spectators in the background.
A young girl smiling and looking at a man who is leaning over her, in a close-up shot indoors.
People waiting on a train platform, some reading, others walking, with a train on the left and an escalator in the center.

SAMSUNG OLYMPICS AD IMMERSES YOU IN THE THRILL OF THE GAMES (EVEN IF YOU CAN'T BE THERE).

- AD AGE -

A female athlete from Great Britain holding a bouquet of flowers and wearing a bronze medal, celebrating on a sports podium with blue stadium seating in the background.

During the Hispanic Heritage Month in the U.S., while everyone was saying “Thank you”, we said “De nada”.

Colorful painting of five people and a dog, with tropical plants and a boat in the background.
Digital illustration of a confident woman with black hair, wearing a colorful jacket with red, pink, and green patterns, a yellow top, black pants, gold hoop earrings, and a blue choker, striking a pose against a blue abstract background.
Illustration of a chili pepper with steam and sauce inside a pink circle, TikTok logo below

TIK TOK

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DE NADA AMERICA

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TIK TOK • DE NADA AMERICA •

TikTok logo with a stylized eye and yellow eyelashes on a blue background.

The campaign consisted of a month-long, platform-wide celebration, including videos, weekly live streams, and murals in 4 different cities.

Large yellow mural on a city wall depicting a diverse group of people dancing and celebrating with the word 'A DIVERSIDAD' and hashtag '#LatinxCreated' at the bottom.
Colorful mural on the side of a black building depicting a large group of diverse people, with some in wheelchairs, dancing and celebrating. The mural has a yellow background with the word 'DeÑada' at the top. Overall murals is written at the bottom right.
A colorful street mural on a yellow background featuring diverse cartoon characters, with the text "A DeMerda" and hashtags and social media handles at the bottom.
Digital illustration of a woman with black hair, wearing a red top, black and white cow print boots, lying on her side with one knee bent and the other leg extended, against a green background. The word "A Dem En Ra D C A" is written in colorful, stylized letters at the top. The TikTok logo is at the bottom.
Colorful illustration of diverse people engaging in various activities, such as holding flowers, talking on the phone, and holding a microphone, with a yellow background.

“DeNada' is an unapologetic appreciation of what U.S. Hispanics gift to America” - AdAge

Animated pink and purple llama illustration with a yellow background and TikTok logo
TikTok logo with a game show theme, featuring a yellow paddle and red dice on a green background.
Digital illustration of a woman with long blonde hair, sitting in a wheelchair. She is wearing a green dress with yellow floral patterns, red sandals, and gold jewelry including earrings and a necklace. The background is pink. There is text at the top spelling "A DeMeNRaDca" with mixed colors and a TikTok logo at the bottom.
A person with pink hair wearing a black and white striped shirt, covering part of their face with their hand, standing in a bedroom with colorful decorative items and drawers, with a plush toy in the foreground.

CONVERSE

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BEDROOMS

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CONVERSE • BEDROOMS •

A person sitting in a bedroom with a poster of a woman on the wall, a neon light, and makeup brushes on a table, with the text 'BEDROOMS Made by you' overlaid.

Bedrooms are more than just a physical space. They are an extension of our personality.

Person sitting on a drum set with text overlay that says "Bedrooms Made by you."
A man with long, dark hair and a beard sitting in a room with a window behind him, with a poster and other decorations on the wall, and the text 'BEDROOMS Made by you' overlayed on the image.

Coke zero wanted to show young hispanics in the US that they have the best of two worlds. 

A young man with short dark hair, wearing a fake mustache, smiling and looking to the side in a dark room.
A young man with short dark hair wearing a red striped shirt looks at a small object in his hand with a surprised expression.
A person’s hand holding a fishing lure with three green lights, surrounded by screws and other small objects on a table.

COKE ZERO

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MUSTECH

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COKE ZERO • MUSTECH •

Two men handshake outdoors with people walking and sitting in the background.

Turning moms’ love for their children into political power with a promise they would never break. A pinky promise.

A person is inserting a white envelope into a mailbox slot, with digital illustrations of hands with various nail colors and accessories overlayed on the photo.
Close-up of two hands with red nail polish, holding each other against a turquoise background. One hand has a star-spangled nail design.
A woman and a young girl sitting together indoors, engaging in conversation.

POTENTIAL ENERGY

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VOTE LIKE A MADRE

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POTENTIAL ENERGY • VOTE LIKE A MADRE •

Blue background with cartoon-style brown and beige shoes on both sides.
A collage of various social media posts featuring people, mainly children and women, interacting and sharing moments. In the center, two hands with red and blue painted nails intertwined, symbolizing connection.

VoteLikeAMadre became one of the leading hashtags in a voting and climate context.

These are real guys living in a real world. And the inauthentic messaging and promises of the other beer brands just didn’t cut it.

Close-up of a man's face with a beard, looking at the camera in a dimly lit environment with brick wall background.
Boxer in a white shirt and black boxing gloves lands a punch on opponent in a boxing ring.
A boxer with blue gloves training in a boxing ring with an opponent wearing black gloves.

MODELO ESPECIAL

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MODELO ESPECIAL •

A framed black and white photo of an elderly man smiling, with a kitchen visible in the background, along with several small trophy awards featuring figures in athletic poses.

10% Increase in brand awareness after 6 months in market

9 Point shift in "high quality" perception

6 Months in market for the campaign to met its key KPI

Person with an obscured face covered in photos, wearing numerous gold jewelry pieces, and holding a mirror or glass surface above their head with jewelry hanging from it.

META

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MY PAST IS THE FUTURE

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META • MY PAST IS THE FUTURE •

Taking Heritage Foward

Young woman in traditional Mexican dress standing in front of an altar with photographs, flowers, and religious images, inside a room with plain walls.

We celebrated Latinx and Hispanic people using Instagram & Facebook Groups to reclaim ancient traditions in order to create a more inclusive and sustainable future.

Two women with curly hair standing close together outdoors in front of a brick wall with graffiti, surrounded by green foliage.

Authentic digital content was created with Latinx creators over the course of 8 weeks using the digital trends of the Facebook and Instagram platforms.

174,000+ likes, comments and reactions

658M+ impressions

Reached +130M people

To wrap up the campaign, we hosted an event in Brooklyn, NY with an NFT art exhibit, live graffiti, concerts, and a panel discussion featuring Latinx activists, with more than 200 Latinx creators in attendance.

A soccer browser app to help parents to protect their beloved kids from a team they hate.

A young child in a red sports outfit kicking a soccer ball on a field.
A young girl in a purple jacket running on a football field holding a purple helmet
Two children playing outdoors with a large inflatable soccer ball, one child in an orange shirt and the other in a black and white outfit, with an adult nearby.

BANDSPORTS

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PARENTAL CONTROL APP

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BANDSPORTS • PARENTAL CONTROL APP •

Homer Simpson and Lisa Simpson in a bedroom, with Lisa saying, 'Dad, I'm going to play soccer.'
Animated children in a classroom with red and white windows, wearing green shirts and white pants.

“How to ensure your offspring don't lose their way.” - AdAge

We asked people to donate their shadows to fight the gray in São Paulo. Some of the best street artists in the World crafted each piece of shadow into world-class street art.

Shadows of a fence cast on a textured ground surface.
A man kneels on a large white banner on the ground, spray painting with red, blue, and black spray cans. He wears a gray t-shirt, black gloves, a cap, and checkered pants. Around him are spray paint cans, a backpack, and a timer. The background features tall buildings and a cityscape under a partly cloudy sky.
Person crouched down on sidewalk, holding a book or folder, casting a shadow.

CONVERSE

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DONATE YOUR SHADOW

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CONVERSE • DONATE YOUR SHADOW •

A person is spray painting graffiti on a large white canvas outdoors, with two police officers supervising nearby.
Various colorful graffiti-style street art pieces on sidewalks depicting human figures and abstract designs with the words 'DONATE YOUR SHADOW' and 'CONVERSE' overlaid in large white letters.
A man is creating a large colorful outdoor mural on a long white canvas in an urban plaza with city buildings in the background. The mural features a silhouette with decorative patterns, clouds, and a sunny landscape.
A man painting a colorful umbrella on a large canvas laid on the ground at night, while two young men stand nearby observing. The scene takes place outdoors in an urban setting, with tall buildings illuminated in the background.
Street art stencil on concrete featuring an artistic figure with wings, black and white face, surrounded by pink butterflies and orange-yellow spiral patterns.
Person with a red shirt painting a colorful mural on the sidewalk, depicting a flowing animal figure, with stairs and a handrail in the background.
A man spray painting on a large white fabric outdoors in an urban area with tall buildings, sitting on his knees with spray paint cans nearby.
City street scene with cars parked along the sidewalk, a tall apartment building, trees, and a few people walking or sitting on the stairs.
A man crouches on the sidewalk painting a colorful graffiti design with blue, green, and black paint. Several people are standing and talking nearby, with some walking along the street lined with parked cars and high-rise buildings.
A man wearing a black shirt and cap is spray painting a large mural of a colorful tree on a white sheet laid on the ground at an outdoor skate park with people and buildings visible in the background.
Two men are creating street art on the pavement, with one kneeling and painting a colorful cartoon-like face with sharp teeth, and the other sitting nearby watching. Art supplies and backpacks are on the ground, with an urban background of tall buildings and pedestrians.
A man is creating street art on a large canvas laid on the ground, with other people walking and standing around in an outdoor urban setting during the evening.
Back view of a person wearing a black baseball cap, gray hoodie, and blue t-shirt.

FORBES

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THE WORLD WITHOUT BILLIONAIRES

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FORBES • THE WORLD WITHOUT BILLIONAIRES •

To give an insight into our magazine's financial content, we decided to show how the world would be completely different without billionaries.

Cover of Forbes magazine featuring Richard Branson with the title "The World Without Richard Branson" and infographic statistics related to wind energy, spaceport, and earthquake aid.
A person wearing a black cap and red polo shirt, with a graphic overlay showing statistics about Tiger Woods, including his achievements and records.
Infographic showing the impact of Mark Zuckerberg on the world with statistics on online advertising, social connectivity, public schools, app development, photo sharing, and discovery, overlaid on a person wearing a hoodie.
Infographic showing statistics about the world without big tech, with a person wearing sunglasses and a suit, and the title "The World Without Big Gates."