SHARK BEAUTY x MISCI | O CULTO A SI | LAUNCH CAMPAIGN

SHARK BEAUTY x MISCI — THE CULT OF SELF
To launch Shark Beauty in Brazil, the challenge was clear: position the brand's premium technology as aspirational and luxurious — but through a lens that felt authentically Brazilian, far from imported clichés.

That’s when we connected the brand with Misci, a luxury fashion house rooted in Brazilian culture and globally celebrated by names like Oprah and Viola Davis. From that union, I led the creation of a full-scale cultural strategy, co-developing the concept “O Culto a Si” (“The Cult of Self”) with Misci’s creative director Airon Martin — and signing off on creative direction, visual identity, tone of voice, campaign storytelling, and experiential design.

We structured the campaign across five interconnected stages:

1. Community building
We curated a powerful and 100% organic community that embodied the campaign's values — including Emicida, Rafa Kalimann, Bianca Andrade, Luiza Brasil, and dozens of editors and journalists from Vogue, Elle, Harper’s Bazaar, and Forbes.

2. Fashion film + content capsules
Directed by Nidia Aranha (British Fashion Awards winner), the fashion film featured Bebé Salvego (who also composed the soundtrack) and seamlessly integrated Shark Beauty products into Misci’s collection. The launch was followed by digital capsules featuring models’ personal stories, reinforcing the campaign’s emotional core.

3. Seeding kit + storytelling
We crafted and delivered a special seeding package containing Shark Beauty products, the campaign manifesto, and exclusive invitations — generating buzz while reinforcing our key message.

4. Immersive dinner experience
Hosted at the iconic Casa Niemeyer, the no-phone dinner celebrated the Shark x Misci collaboration with a menu designed by Chef Carmem Virgínia, highlighting Afro-Brazilian cuisine. The fashion film premiered during the dinner, amplifying emotional connection and exclusivity.

5. Performance runway show
The next day, Misci’s runway turned into a performance where models styled themselves live with Shark Beauty tools. Bianca Andrade (Boca Rosa) led the backstage beauty team, and guests engaged with interactive activations like the Shark Beauty Room and a Shark Creami station, featuring ice cream flavors co-created with mixologist Neli Pereira.

🚀 Impact Highlights
285 million in potential reach

21,578 impact points across 342 posts and press mentions

R$11.1 million in earned media value

100% organic dinner campaign generated 37% of total brand impact

60% of all insertions delivered key messaging

Press features in Estadão, Forbes, Vogue, Elle, Marie Claire, and Glamour

Influencers generated 298 posts, 284M reach, and 748K in direct engagement

Rafa Kalimann alone accounted for 57% of influencer impact organically

This launch didn’t just introduce Shark Beauty to a new market — it did so by rewriting the codes of premium branding in Brazil. Culture-led, community-driven, and creatively uncompromising.