EX-USUÁRIO DE ÓTICA
EX-OPTICS USER
CLIENT
OOO (Out Of Office Agency);
Zerezes
ROLE
Creative Lead for Zerezes
Copywriter for Vic Beauté
DATE
November 2022
For this campaign developed for Zerezes, I created the concept behind Ex-Optics User — a humorous reframing of the traditional eyewear shopping experience.
The idea positioned conventional optical stores as something people could “quit,” presenting Zerezes as a more contemporary, design-driven alternative. Built around humor and cultural familiarity, the campaign introduced a new language for talking about eyewear in Brazil.
The launch featured Fábio Porchat, who starred in a reel published on his Instagram. I developed the original script and campaign structure, which Porchat later adapted into his own comedic voice. The result blended entertainment with product storytelling, highlighting accessibility, design, and the brand’s proposal to rethink how Brazilians engage with eyewear.
The campaign generated over 4.5 million views and 22,000+ likes, becoming one of the brand’s strongest social activations at the time. Its creative framework was later adapted into additional collaborations and influencer campaigns.
