Gustavo Caetano Feitoza
Creative Strategist | Brand, Web & AI Visuals
AI UGC Campaign for Group Coach Hire
How do you use AI to create advertising without making the audience feel like they are looking at AI?
For this social-first campaign, I developed a new visual direction for a Brazilian coach-hire company targeting younger groups planning university trips, events, nightlife, nature getaways and other shared travel experiences.
Rather than presenting transportation through traditional fleet photography, the campaign focuses on the moments people actually want to share: the selfie before departure, friends talking in the aisle, direct flash at night, spontaneous group photos and the feeling that the trip has already started before reaching the destination.
The creative direction intentionally borrows from the visual language of Instagram and TikTok — handheld framing, direct flash, imperfect composition, close camera distance and UGC-style perspectives — while maintaining enough brand consistency to work as a campaign system.
A major part of the process involved rebuilding the bus interior from real fleet photography into a cleaner, more premium campaign environment, while preserving the vehicle’s recognizable architecture and branded details.
The final system was developed around four audience contexts: university and student travel, nightlife and party groups, nature and adventure trips, and committees or group organizers.
My role covered creative strategy, campaign direction, art direction, AI image generation, visual development, audience framing and social-first advertising design.
Creative Strategy · Art Direction · AI Image Generation · UGC Advertising · Social Media Campaign · Travel Marketing · Visual Storytelling
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Creator-Led B2B Campaign for Employee Transportation
Transleles needed a campaign capable of speaking to companies already evaluating employee transportation providers. The audience was not the passenger, but the professional responsible for making the operation work: HR, Facilities, Operations and Procurement.
I developed an intent-first creative direction built around a simple reframe: the company is not hiring only a vehicle — it is hiring a recurring operation. The campaign therefore moved beyond generic fleet and comfort claims to address routes, shifts, pickup points, capacity and passenger volume.
My role covered audience framing, hook development, copywriting, art direction, character direction, canonical coach design, visual continuity, storyboard development and AI-assisted production planning.
The result is a production-ready short-form campaign system for Meta Reels and Stories, including a master concept, hook variations, character sheet, shot plan and platform adaptations.
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Google Ads & Conversion Website — 15-Day Payback
This was not a standalone Google Ads campaign. It was an end-to-end acquisition system designed to connect high-intent searches with a credible, conversion-focused digital experience.
Launched in 2018 for a regional passenger transportation company, the project covered the complete customer journey—from the initial search to the moment a potential client requested a quote.
I planned the campaign and keyword architecture, produced the on-location photography, structured the website’s information and user journey, wrote the copy, designed the interface, and implemented the complete website in WordPress using Elementor. The Google Search campaigns, messaging, visuals, and landing experience were developed as parts of the same commercial system.
The initial project investment was recovered in under 15 days.
A later Google Ads performance snapshot recorded 12.3K clicks, an 11.36% click-through rate, and an average CPC of R$0.57 across R$7.03K in media spend—demonstrating sustained relevance and cost-efficient demand capture.
The project shows what happens when paid media is supported by the right positioning, search strategy, content, visual credibility, and website experience: traffic does not simply arrive; it encounters a coherent path toward conversion.
Google Ads · Paid Search Strategy · Keyword Research · Copywriting · Photography · Web Design · WordPress · Elementor · Conversion Strategy
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A missed call doesn’t disappear. It books with the next contractor.
This independent spec ad, developed from a public freelance brief, turns an invisible revenue leak into a clear visual story for HVAC and home-service businesses: an urgent homeowner calls, the technician is tied up, and the job quietly moves to a competitor.
:I led the project from concept to final cut—audience insight, creative angle, scripting, art direction, AI-assisted scene production, visual continuity, UGC-style closing, and vertical editing for Meta placements.
The goal was not simply to create an AI video, but to build a performance-minded ad: a fast hook, an instantly recognizable business problem, clear commercial stakes, and a direct transition from pain to solution.
Creative Strategy · AI Video Production · Art Direction · Direct-Response Advertising · Video Editing
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