Student projects
An admissions campaign followed three student projects: a sustainable toy library, an academic exchange in England and furniture made from reused materials.
PUC
A digital strategy to bring the university closer to the language, channels and experiences present in young people's lives.
To speak to young people, changing the campaign tone was not enough: the university needed to participate in the channels, formats and experiences that were part of their lives.
PUCPR was rejuvenating its brand, but its digital presence had not yet caught up with the new language. My challenge was to bring the university closer to digital culture and the channels used by students and applicants.
The strategy brought together transmedia campaigns, an applicant blog, games, mobile initiatives, social networks and a more active digital role in the brand's main campaigns.
Transmedia project
The campaign message was distributed across different media. Alongside the television film, a microsite let people record videos about the future, while a Twitter character reported discoveries from a fictional journey through time.
Game for applicants
I created the concept, script and experience for a game that playfully helped applicants prepare for exam day.
- Identify and turn off sounds that disrupted study concentration within a set time.
- Find everything in the bedroom that would be needed for the entrance exam.
- Find the exam room in an isometric environment before time ran out.
Mobile experience
The digital presence also included a mobile version of the university website, adapted to the navigation conditions of the time.
Portals and relationships
Beyond campaigns, I worked in UX and managed institutional portals, including relationship and culture projects.