Eloi Carrara
Senior Art Director for brands that mean business.
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BTG | Mynt
Mynt is BTG Pactual's platform for cryptocurrencies and digital assets, launched to position one of Latin America's most respected banks as a credible player in the crypto space. The creative challenge was balancing two worlds: the innovation and modernity that crypto audiences expect, and the solidity and trust that BTG has built over decades.
As a freelance Art Director brought in for this project, I developed the visual identity study for Mynt's social media presence working directly with the bank's brand specialist. The goal was to create a visual language that felt native to digital assets without losing the institutional weight of the BTG name.
The solution was built around a color palette and graphic system that bridged both worlds, modern enough to attract a new generation of investors, while grounded enough to reassure those who already trusted BTG with their money.
I designed the full Instagram presence and content structure, including short-form video formats for YouTube covering market insights and platform education.
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Shell | F1
Every year during the Brazilian Grand Prix at Interlagos, Shell hosts a large-scale hospitality space welcoming the general public, gas station owners, celebrities, and VIP guests. The brief was to create an environment that turned brand exposure into genuine connection.
Working as one of two Art Directors at the live marketing agency holding Shell's events and activations contract in Brazil, I was responsible for the full scenography and activation concepts across all selected areas of the space, designing immersive experiences that reinforced the Shell and F1 universes at every touchpoint.
The project was won through a competitive pitch and fully executed at Interlagos, one of motorsport's most iconic venues.
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Mantecorp | Ivy C
Ivy C is Mantecorp's nanotechnology-based vitamin C skincare line, and the science behind it is genuinely groundbreaking. The challenge was making that science feel credible, desirable, and accessible to consumers who are used to empty promises in the beauty market.
As the sole Art Director on this project, embedded full-time within the client's in-house team, I was responsible for the entire visual concept from strategy to execution. Working closely with a copywriter, I developed a campaign built on precision: specific data, percentages, and clinical language translated into visuals that felt premium, not clinical.
The core creative decision was to lead with the science, not despite it. Instead of hiding the nanotechnology behind lifestyle imagery, we made it the hero, showing consumers exactly why nanoencapsulated vitamin C outperforms conventional formulas. Every visual element was designed to reinforce trust and authority.
I directed all campaign assets across Instagram, YouTube, and TikTok, and extended the work into OOH and POS materials. I also led the full casting and art direction of the campaign models, defining the mood, wardrobe, poses, and overall visual tone to ensure consistency across every touchpoint.
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Mantecorp | Summer Campaign
Episol is Mantecorp's flagship sunscreen line and the most recommended sun care brand among dermatologists in Brazil. A campaign of this scale demands more than good visuals. It demands a cohesive creative vision that holds across every single touchpoint.
Embedded full-time within the client's in-house team, I had complete ownership of the art direction from concept to delivery. I defined the campaign mood, color palette, and locations, led the casting process, and was hands-on in directing the video concepts as well. Every creative decision was mine.
For the campaign's lead talent, I cast Maria Klaumann, one of Brazil's most prominent fashion models and a Vogue Brasil cover star, bringing an editorial quality to the brand that reinforced Episol's position as a premium, dermatologist-recommended product.
The campaign covered the full Episol product range, including tinted and untinted formulas, mineral, spray, cream, and stick formats, and was deployed across Instagram, YouTube, TikTok, OOH, POS, and medical representative materials.
Taking a hero product into its most important seasonal moment, with full creative responsibility and no room for error, is the kind of challenge that sharpens every skill a creative director has.
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