MAGALU VOL.404
This volume marks the beginning of 2025 and reflects a more strategic role in my work within House Magalu. Here, I actively contributed to the creation of new key visuals and focused on solving a recurring challenge in media teams: creative fatigue. In highly competitive ad spaces, repeated visuals can lose impact and raise costs. To counter this, I helped refresh fatigued creatives with new variations that preserved the message while renewing visual interest across different channels. All rights reserved to Magazine Luiza. Some base visuals were created by Magalu’s official creative agency.
LIQUIDAÇÃO FANSTÁSTICA Liquidação Fantástica is the first major campaign of the year for Magalu and one of the most important retail dates overall. For this project, we worked on adapting the existing key visual into multiple formats to kick off the year with impact.
Over 30 adaptations were created for this campaign, covering a wide range of formats with different styles and purposes. We also developed specific assets for app stores. The campaign was structured in two main phases, one focused on reinforcing the date and another combining the date with commercial conditions to highlight the best prices and generate urgency.
We created motion assets to highlight the main offers and promotions of the campaign. The rollout also included out-of-home media in airports like Salvador, Guarulhos and Congonhas, as well as bus stops, city clocks and digital billboards. Alongside that, over 200 visual variations were developed to support the campaign across multiple formats and placements.
CARNAVAL 2025 Carnaval is a major cultural moment in Brazil and for this campaign we faced a key challenge from the media team, which was how to reduce creative fatigue in such a competitive period. The solution was to refresh the visuals by creating different styles and variations that kept the same core message, allowing us to extend the campaign’s impact without losing relevance.
As with other major campaigns, Carnaval also required high volume. We developed over 30 creative adaptations across different formats, ensuring variety while keeping the communication consistent. This volume helped us reach multiple platforms without repeating the same visual experience..
For this campaign we created overlay assets for Meta and also updated the app stores to reflect the Carnaval visual identity. Below are pieces from the Ressaca de Carnaval phase, made to re-engage users with refreshed variations that kept the message consistent while avoiding fatigue.
SEMANA DO CONSUMIDOR 2025 Semana do Consumidor is a traditional date in the Brazilian retail calendar, focused on celebrating and engaging consumers with strong offers. For this campaign, we developed multiple assets across different formats, always reinforcing the message that Magalu has everything to meet customer needs during this key moment.
Here you can also see more examples of how we adapted the campaign, with 30+ pieces created across different formats and platforms.
We also created overlays for Meta platforms to help spread the campaign message with high visibility and consistency across channels.
As part of the Consumer Week campaign, we also adapted Payday Magalu to fit the moment. The challenge remained the same, creating new visuals that kept the same message while avoiding creative fatigue.
Payday during Consumer Week also followed the same structure, with 30+ support pieces created to reinforce the message across different formats. These assets are usually displayed on major websites and portals like UOL, serving as key touchpoints throughout the campaign.
payday 2025 Payday is a recurring campaign that Magalu continues to invest in as a key retail moment at the beginning of each month. The campaign is structured in phases, starting with assets that announce the date, followed by pieces that reinforce the commercial offer and drive urgency to shop.
For this Payday edition, we developed over 30 pieces focused on communicating the campaign date across multiple formats. As with previous editions, we faced the same creative challenge delivering the same message using different visual styles to keep the communication fresh and engaging.
We We created multiple format adaptations to reinforce the campaign across different websites, portals and media placements. Assets were also developed for the app stores to maintain consistency across platforms. A motion video was also adapted by me as part of the campaign desdobramentos, reworking an existing piece to reinforce both the campaign date and its commercial offer.
DIA DO IMPORTADO For this campaign, I developed a series of motion pieces highlighting Magalu’s selection of imported products. The goal was to reinforce the availability of higher-value items and the benefits that come with them, using dynamic visuals to support the message.
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