Uber
Tardezinha
AKQA
When pagode left the speakers and entered the brief.
I’ve always been passionate about pagode. It’s part of who I am — a rhythm that shaped my way of thinking, creating, and connecting with people.
Years later, that same passion found its way into my work when I got to create campaigns for Tardezinha with Uber.
Uber is one of the main sponsors of the event — one of the biggest pagode tours in the world — and it was incredible to bring my two worlds together: the musician and the copywriter.
We brought this to life with a brand stand inside Tardezinha, a pagode karaoke where the best singers won tickets to the show, and a film featuring Thiaguinho heading to the event in an Uber, alongside a real driver from the platform.
It was one of those rare projects where work and passion hit the same note — and when creativity comes from something real, it always resonates louder.
My role:
Conceptor & Senior Copywriter.
With:
Matheus Franzoni, Felipe Petroni, Moonheist
Discovering musical Talent behind
the wheel
Thiaguinho burst onto the national scene thanks to a reality talent show here in Brazil. And to everyone's surprise, he wasn't even the winner. He was just another sambista trying to turn his love for music into a living. And do you know where else you can find a ton of samba musicians? Behind the wheel of an Uber. The idea came almost naturally: What if we discovered new samba talents who are currently driving for Uber to make some extra cash? Well, the collaboration happened. And it turned out amazing. As a die-hard fan of the genre, I’m thrilled to open doors for other musicians in the community. As the song says, "The show must go on..."