THIAGO
CRUZ







The  Inactivity Tracker



Client:   Kmart
Product:  Joe Boxer Pajamas
Role:     Concept / Creative Direction / Art Direction


We created the world’s first Inactivity Tracker, for Joe Boxer Pajamas. Like the FitBit, the Inactivity Tracker is a wearable device that connects to an app. Unlike the FitBit, it rewards users for doing nothing, allowing them to reach levels like "Couch Commander", "Cryogenic" and "You Rock!" The Inactivity Tracker was launched with an event at a Kmart store in NYC and it was also available for purchase online.



       

To promote it, we launched an hour-long film with some pretty epic inactivity.







Go Small or Go Home



Client:   Lenovo
Product:  Yoga Book
Role:     Concept / Creative Direction / Art Direction


Trade shows are usually seen as an opportunity for brands to do something flashy and loud to attract major retailers. But that’s not our style. Lenovo as a brand believes that different is better. So in a trade show setting, where all other brands were trying to go big, we went small.









Color For The Colorblind



Client:   Valspar
Product:  Valspar Paint
Role:     Creative Direction / Art Direction


Valspar is one the world’s largest paint companies. But we found out that more than 300 million people in the world are colorblind. So we started asking ourselves, what if there was a way we could make colorblind people experience color for the first time? At first, it seemed impossible. Until we partnered with EnChroma. 


Case Study:


Documentary:









Hollywood Is Running Out of Ideas



Client:   IndieLisboa 
Product:  IndieLisboa Film Festival
Role:     Concept / Art Direction


We all enjoy watching a superhero movie every now and then. But let’s face it, at some point we’ll have to start asking ourselves: how many Fast&Furious sequels does the world really need?












Chicken Corsage



Client:   KFC 
Product:  #HowDoYouKFC
Role:     Concept / Art Direction


KFC wanted to reach a younger audience. But the truth is, young people couldn’t care less about KFC. The brand simply wasn’t even on their radars anymore. So as part of the big #HowDoYouKFC campaign, which spanned everything from package and store design, to TV, to social, we also created this film:




I know what you’re thinking... “So?”... The thing is, as soon as the video was posted, we also made real Chicken Corsages available for purchase online. Next thing we knew, people were talking about KFC again.

Check out the whole story here:








The Superstitious Billboard



Client:   Freeport 
Product:  The Witchcraft Exhibition
Role:     Concept / Art Direction


Freeport is one of Europe’s biggest fashion outlets. They also happen to have an exhibition center to attract more visitors. When they approached us to promote their Witchcraft exhibition, our solution was to create a single billboard. They were intrigued by the idea, and so were the very superstitious Portuguese people.








Ecoscapes



Client:   Valspar 
Product:  Valspar Reserve Eco-Friendly Paint
Role:     Creative Direction / Art Direction


Valspar wanted a distinct way to generate awareness of their Reserve line of paint, free of harmful chemicals and noxious gases. Our idea was to actually use the paint to get the message out. We screen-printed these posters using actual Valspar Reserve paint, and used the real paint swatch’s names to reveal the benefits of the environmentally friendly paint. The posters were launched on Earth Day 2015 and were used as out-of-home, wild postings and POS, as well as on Facebook sending limited-edition prints to the first sharers of the post.









The Love Machine



Client:   USPS 
Product:  Holiday Season Greeting Cards
Role:     Concept / Creative Direction


What if you could literally put all the love in the world into a single greeting card?



The Love Machine was designed and developed by Eric Wolinsky.





#HowDoYouKFC



Client:   KFC 
Product:  #HowDoYouKFC
Role:     Concept / Art Direction


In order to launch and sustain the ambitious #HowDoYouKFC campaign, we created a lot of content. The strategy was to use the videos to start conversations with different communities online. Here’s a small sampling of some stuff I enjoyed making.


The Chicken Sled
This is one of the videos we launched during the 2014 Winter Olympics in Sochi.





Chicken Arm Wrestling
We invited professional wrestler Colt Cabana and his nemesis Cliff Compton for an epic battle. They said yes.





Chicken Yoga
This is a series of online yoga classes, meant to be released as online episodes, as well as in a long form DVD class.






Taste the Feeling posters



Client:   Coca-Cola
Product:  Global Brand Campaign
Role:     Concept / Art Direction


We designed these posters as part of the launch of the new global campaign, Taste the Feeling. The campaign strategy was to move away from the grand gestures of the “Happiness” era, and instead compare the feeling of drinking a Coke to the small feelings we all experience everyday.








One in Three



Client:   Happn / Equality Now 
Product:  International Women’s Day
Role:     Creative Direction


This project is grounded in the frightening statistic that one in three women worldwide have been victim of physical or sexual abuse. During the week leading up to International Women’s Day, we partnered with Equality Now and dating app Happn to launch a campaign called ‘One in Three’. It was launched simultaneously in twenty one cities around the world, including Paris, Hong Kong, London, Madrid, New York, and Sao Paulo, among others.







Contact



     thi.cruz@gmail.com
     +1 312 459 0294
     www.linkedin.com/thiago-cruz

       thiagocruz




Thank you for stopping by.