luisfelipe/

HEY, I'M AN ART DIRECTOR AND
DESIGNER, BASED IN SÃO PAULO.
OPEN FOR FREELANCE WORK :)



  1. Tretas de Esfiha
  2. Corrida das Blogueiras
  3. Descontos de Rei
  4. Legendary Houses
  5. Rediscover PokémonGO
  6. Desafio Mach 3
  7. Braland
  8. LL7 x Germs
  9. Hypa Minha Live
  10. CB Streamer
  11. Novos Sortudos


about me
instagram
linkedin


©2026


CORRIDA DAS BLOGUEIRAS 7


→ 2025
→ 99FOOD
→ EYXO CONTENT CO.

Corrida das Blogueiras, one of Brazil's top 5 reality shows, was on the brink of cancellation due to a lack of funding. At the same time, 99Food was facing the challenge of carving out space in a highly competitive market. Instead of simply fighting for attention, we realized the best approach was to listen to what the audience was actively asking for.

By stepping in to sponsor the 7th season, 99Food made the exact move the business needed and the public demanded. Building on years of cultivating a genuine relationship with the LGBTQIAPN+ community, we transformed this connection into a powerful growth strategy. We occupied the most relevant cultural moments and implemented a real-time response strategy during every single episode. By keeping a constant conversation going with fans and partnering with creators who already breathed the reality show's universe, we turned the community itself into the main amplifier for 99Food's arrival in the market.

The results proved that when you save what a community loves, they embrace you back. We led the share of voice among all sponsors, transforming organic conversations into tangible business results. This deep connection drove a massive 70.4% increase in average orders during the show's broadcast hours. Through authentic engagement and a 91% brand health score, 99Food went beyond a standard media placement to become a beloved and essential part of the reality show's passionate fanbase.







INSIDE THE SHOW

We took over "PubliSecrets," historically the most anticipated and beloved challenge of the competition. We turned this proprietary episode into a masterclass for our brand RTBs, designing a challenge that proved 99Food is for every craving by showcasing the immense variety of categories available on our app.

To elevate the moment to iconic status, we brought in the ultimate pop superstar, Pabllo Vittar, as our guest judge. Her presence, combined with the chaotic creativity of the contestants, turned a simple food review into an absolute internet event.








OUTSIDE THE SHOW

Instead of relying on standard mega-influencers, we mapped the entire ecosystem and surfed the organic conversations. When fans took to social media to complain that their favorite creators didn't make the final cast, we immediately hired them for our ads.

When beloved contestants were eliminated, we rode the post-episode buzz, launching instant campaigns with them. We hacked the narrative from every angle, responding in real-time to the internet's drama and obsessions.













Client: 99Food (Didi Chuxing)
Agency: Eyxo Content Co.
Year: 2025

Creative Team
Creative Director: Gio Cartapatti
Art Director: Luis Felipe & Rodrigo Binkowski
Copywriter Gabriel Cohen
Planning: Isabella Ribeiro, Guilherme Bragança
Community Management: Manuela Borchardt, Larissa Cacau, Larissa Oliveira
Motion: Gustavo Graeve


previous