TWO WAYS THROUGH THE WORLD
BRIEF
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WHAT WE DID
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CLIENT
Tejesta
ROLE
Creative Direction and Production
Two Ways Through The World was a social-first campaign created to introduce two new Tejesta frames: Hopper and Nokoni.
The concept was inspired by tear-off street posters — the kind where layers are gradually removed to reveal what exists underneath. For this campaign, the outer paper strips featured blurred fragments of the final image, slowly uncovering the campaign visuals one layer at a time.
To connect the release to Brasília’s visual identity, I photographed and installed the posters across locations known for their iconic azulejo architecture, including works by Athos Bulcão and landmarks such as Igrejinha Nossa Senhora de Fátima.
Over the course of the campaign, a series of posters was progressively revealed through short-form social content, building anticipation until the final unveiling coincided with the product launch on Tejesta’s website.
