luisfelipe/

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



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


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TRETAS DE ESFIHA


→ 2025
→ 99FOOD & HABIB'S


Every holiday season in Brazil, families are torn apart by a single, highly polarizing ingredient: the raisin (uva passa). To settle this national culinary civil war, 99Food and Habib's teamed up to bring the ultimate holiday drama to the table, transforming a simple fast-food combo into the stage for the country's most heated debate.

We turned this cultural phenomenon into a classic 2000s Brazilian daytime talk show. When Fernanda Bande crossed the line by adding raisins to her esfiha, Rafa Uccman rightfully lost it. To mediate the chaos and stop the yelling, we brought in the ultimate queen of family feuds, Christina Rocha, to lay down the law and restore peace to the dinner table.

The final verdict? A decree from 99Food offering major discounts on Habib's, allowing everyone to order their esfihas exactly how they want them, half with, half without. Visually, the project embraces a bold, type-heavy Y2K aesthetic, elevating the nostalgic, chaotic charm of TV graphics into a refined, ironic design system that proves no one needs to fight over dinner anymore.








THE SPARK

It all started with a manufactured internet feud. We had influencers spark a massive online clash over the ultimate holiday offense: adding raisins to an esfiha.

As the drama escalated and fans took sides across social media, we brought in Christina Rocha—Brazil’s most iconic TV mediator—to step in and finally settle the score in the campaign’s hero film.








AMPLIFYING
THE PROMO

To keep the momentum going, we expanded the conversation with a squad of creators notoriously known for their own real-life internet beefs.

They dropped serious, "tell-all" style videos that seemed to address their past controversies, only to hit the audience with a classic bait-and-switch: they were actually just fiercely defending their esfiha choices and dropping the 99Food discount codes.


















Client: 99Food (Didi Chuxing)
Agency: Eyxo Content Co. | In collab w/ 99 Creative Hub and CP+B
Year: 2025

Creative Team
Creative Director: Gio Cartapatti
Art Director: Luis Felipe & Rodrigo Binkowski
Copywriter Gabriel Cohen
Planning: Isabella Ribeiro, Guilherme Bragança
Motion: Gustavo Graeve
Production: Sweet Films
Film Director: Yanco Gomes