OBRA
Directive: Define the "Artistry"" pillar of the OBRA brand DNA to build genuine cultural capital. The objective was to cultivate a non-derivative voice by actively curating, producing, and supporting emerging artists and like-minded legacy brands—ensuring the brand functioned as a creative peer within the global cultural landscape.
Strategy: Developed a seasonal cultural activations program spanning artist collaborations, brand partnerships, pop up shops, and community talent features. Projects were strategically selected to reflect the brand's core ethos of utility and artistry, intentionally establishing a creative dialogue between the Brazilian and New York communities.