At first, he was great. He made you laugh. Kept you company. Played your favorite songs. Took your best photos. But then, something changed. The relationship changed. The demands began. The constant need for attention. And what had once been a healthy relationship became toxic.
What started as a film evolved into a new brand positioning, reshaping how Vivo approaches responsible smartphone use.
My role: ECD/Copywriter
CCOs: Sergio Gordilho, Mariana Sá, Rog Chaves, Fabricio Pretto
Creative Directors: Thiago Monteiro, Diogo Dutra
Creatives: Carlos Schelder, Fabio Pinel
Africa Creative DDB