Ministry of Sport

In 2015 I had the opportunity of a lifetime: lead the Brazilian Government’s official Olympic and Paralympic games campaign for the Ministry of Sport.

Instead of focusing on the win, we celebrated the journey. Through stories of resilience, we paralleled professional athletes with everyday Brazilians, showcasing their daily acts of resilience. Each athlete's story became a testament to millions of Brazilians.

I World Indigenous Games - Building up to the 2016 Games, we also led The World Indigenous Games, a multisport event which involves over 2,000 indigenous athletes competing against one another, campaign in 2015. The challenge was to welcome all ethnicities, promote balance between different cultures, disseminate indigenous culture and make everyone aware of the values and traditions, leading to the principle that it is also not about winning, but celebrating.

Using the concept “together we are stronger”, the campaign highlighted some indigenous athletes and the central role that sport and cultural identity play in their lives.The campaign had the participation of indigenous athletes participating in the I WIN, Kamayura and Tauã Terena, the former Brazilian soccer player, Marcelinho Carioca, the composer, Genésio Tocantins, and the singer Margareth Menezes.