THE CHALLENGE
iPlace, Brazil's premium Apple reseller, needed to break through in a crowded market and establish itself as more than just a retailer. The goal was to shift perception from "store" to "lifestyle brand" and position iPlace as the destination for the Apple experience in Latin America.
 
THE STRATEGY
Instead of product-focused advertising, I built a brand narrative around the quiet, emotional moments where Apple products live in people's daily lives. The approach was to move away from features and specs and instead focus on atmosphere, gesture, and human truth. The film would feel less like advertising and more like the emotional reality of how technology becomes part of our stories.
 
MY ROLE
I came in early to help shape the narrative, co-wrote the script, and directed the film. The focus was on building a cinematic tone rooted in authenticity and emotional detail, creating a new voice for the brand's storytelling.
 
THE IMPACT
The campaign increased brand recognition by 1,900% and established iPlace as the premium Apple retail experience in Latin America, repositioning the brand from transactional retailer to cultural destination.