Brazilian Government & CAIXA — Campaign design across formats

I'm an art director at Calia, an agency in Brasília, working on national campaigns for the Brazilian Government, CAIXA, Embratur and the ministries of Health, Education and Culture.

A campaign usually arrives with its concept and key visual already set. My job is to carry it into every piece the public meets: carousels, banners, thumbnails, pause ads, landing pages, video lettering and email. Each format has its own size, reading time and limits, and the idea has to hold up in all of them.

I adapt layout, graphics and information for each channel while keeping the identity steady, so someone who sees a banner on Monday and a video on Friday recognizes the same campaign.

Much of the work is public interest: the COP30 climate conference in Belém, blood donation, arbovirus prevention, Carnival and the campaign against femicide. There are also campaigns for CAIXA products, like Tudo em Dia and the Loterias CAIXA Easter draw, Dupla de Páscoa. These pieces have to be read in a second and understood by everyone.

Years of this sharpened my eye for composition, typography, hierarchy and detail under real deadlines. I bring the same discipline to websites and interfaces.