The outside voice in the room.

Launch the most anticipated console on the planet in Brazil, in the middle of a global pandemic.

Turn the launch into a 100% Brazilian celebration — a shared cultural moment built on music, humor and fan culture, rather than a straightforward product drop.

Conceived the entire launch event — coordinating celebrity talent, shaping the stage and scenography, designing key show moments, the promotional mechanics, and influencer participation throughout the live broadcast.

Full creative concept and event planning for a 4-block live show — celebrity ambassador program, influencer "legion" activation, an original PlayStation-lifestyle anthem pairing a rapper with a gamer-streamer, interactive giveaway mechanics, and studio/staging direction. The broadcast reached 1.5 million views.

Launch the year's biggest PlayStation title with a press and influencer event that creates real hands-on impact and cultural buzz — not just another demo station.

Build the event as a walk-through version of the game itself — playful, surprising and built for discovery, so guests feel like they've stepped inside Astro Bot's universe from the moment they arrive.

Full creative direction of the launch event — end-to-end guest journey, activation concepts, scenography direction, and content strategy for press and influencers.

Immersive arrival corridor synced to the game's soundtrack, AI-driven "Pick-a-Pose" photo activation, hidden QR-code easter-egg hunt, life-size character scenography, main stage for panels and the official reveal, and a custom take-home memory-game gift set.

Design a permanent PlayStation retail environment inside KaBuM's flagship Avenida Paulista store — one that could double as a live stage for future game-launch activations, not just a static product wall.

A modular "PlayStation universe" corner — sleek, illuminated, with ceiling signage built from the controller's own button icons — that sells consoles and accessories day-to-day and transforms for midnight launches and thematic takeovers.

Conceived and designed the full store-in-store retail environment — layout, fixture design, product wall and visual identity — creating a flexible space the retailer could reuse for future launches and activations.

Full store-in-store concept and design across multiple iterations, product wall layout, branded ceiling signage, and a flexible activation "stage" later used for real launch events — including the Marvel's Wolverine midnight opening and the Resident Evil Requiem "Raccoon City" takeover.

Launch the year's biggest PlayStation exclusive to an audience of press and influencers who already know the mythology by heart — a standard demo room wouldn't do the Nine Realms justice.

Take over a real medieval-style venue in São Paulo and rebuild it, corner by corner, into a lived-in piece of the God of War universe — so guests would walk into the mythology instead of watching it on a screen.

Full creative direction and space planning — scouted and adapted the venue, conceived every themed zone from the ground up, directed scenography and casting, and shaped the guest journey from arrival to the developer interview stage.

End-to-end venue transformation and event concept: Mimir's talking-head welcome, a rune-carved shield wall with Kratos' own shield, a 3-meter cenographic Yggdrasil with an interactive 9-Realms totem, Fenrir's head as a dramatic press/interview corner, three custom stone-carved gamestations, an Oracle's rune-reading tent, the "Door of Thor" theatrical reveal, an LED-panel developer interview stage, a chroma-key dramatization zone for influencer content, and branded gift bags.