Bringing the Aygo into Brazil wasn't a briefing Approach's internal team could hand off with a deck of assets to produce. It started earlier than that: with no vision yet, no strategy, no idea of what the launch should even feel like.

The vision centered on one question: how does the same car earn its place in two completely different lives. São Paulo, where a car has to solve for scale, traffic, and a city that never really stops. And Rio de Janeiro, where the Aygo needed to feel just as natural moving through everyday routine as it does getting closer to the coast and to nature.

I led that process for Two Bites, working directly with Approach's internal team to shape the product vision and build the campaign strategy and concept around that contrast, then translating the thinking into a video and a set of photographs the team could use to align around and move the launch forward.