NATUS RESIDENCE.
THE TREASURE
CUTTING EDGE
FROM THE SUGAR CANES
CBA Empreendimentos was launching NATUS Residence in Ponta das Canas. Through the agency, we brought the concept...
"The treasure of Ponta das Canas".
That's where the idea of creating a chest, a symbol of the campaign, came from.
A trunk with a fashion-forward aesthetic, a direct reference to the world of luxury brands. Not a literal pirate's trunk, but a contemporary symbol of desire. The idea was to elevate the development to the status of a rare discovery. Ponta das Canas as a jewel. The property as a collector's item.
The poster boy was Rodrigo Hilbert. One foot in fashion, the other in family. Sophistication that doesn't intimidate, that embraces.
The original plan called for a fashion film with more silence, more atmosphere, more signature style. Along the way,
He found a more commercial way. It happens.
The market sometimes prefers certainty to boldness.
Still, the essence was there. The concept.
He supported everything.