Fillet
From alcoholic beverages to the auto parts sector, my work has always had one thing in common: research, diagnosis, strategy, and insights built for each brand according to its challenges, with a pinch of creativity. At Fillet I work in Senior Planning on a diverse client portfolio, developing macro planning, targeted campaigns, and 360° actions.
From alcoholic beverages to the auto parts sector, my work has always had one thing in common: research, diagnosis, strategy, and insights built for each brand according to its challenges, with a pinch of creativity. At Fillet I work in Senior Planning on a diverse client portfolio, developing macro planning, targeted campaigns, and 360° actions.
Company
Fillet
Year
2025
Project Types
Planning / Strategy / Branding
Featured Brands
Amarula Brasil, Queijos Scala, Alispec, Promova
For Amarula I was responsible for the brand's macro communication planning, in a strategy beyond digital. We integrated physical activations, influencer actions, and event presence management. The "Verão de Sabores", "Isso é Amarula", and "Coração de Elefante" campaigns featured initiatives like the Amarula Kiosk on Ipanema beachfront, the Rock The Mountain festival, and support for the Brazil Elephant Sanctuary. In 2025 the brand led Share of Voice in the creamy liqueurs segment with 49% and achieved an engagement rate of over 7%.
For Amarula I was responsible for the brand's macro communication planning, in a strategy beyond digital. We integrated physical activations, influencer actions, and event presence management. The "Verão de Sabores", "Isso é Amarula", and "Coração de Elefante" campaigns featured initiatives like the Amarula Kiosk on Ipanema beachfront, the Rock The Mountain festival, and support for the Brazil Elephant Sanctuary. In 2025 the brand led Share of Voice in the creamy liqueurs segment with 49% and achieved an engagement rate of over 7%.
Among other clients: I led the repositioning of Alispec's approach based on audience analysis and content performance; developed the strategy for the licensed lines Stranger Things/Netflix (popular winner of the Galo Dourado award in the Collab of the Year category), Disney, and Hello Kitty for Oggi Sorvetes; structured the strategic rationale for brands in Grupo Real; developed opportunity mapping and strategic approaches for Queijos Scala and Scala Profissional; and built the tactical launch plan for the Promova language platform with a three-wave communication strategy, including exchanges in English with the foreign team.
Among other clients: I led the repositioning of Alispec's approach based on audience analysis and content performance; developed the strategy for the licensed lines Stranger Things/Netflix (popular winner of the Galo Dourado award in the Collab of the Year category), Disney, and Hello Kitty for Oggi Sorvetes; structured the strategic rationale for brands in Grupo Real; developed opportunity mapping and strategic approaches for Queijos Scala and Scala Profissional; and built the tactical launch plan for the Promova language platform with a three-wave communication strategy, including exchanges in English with the foreign team.
