THE CELEBRATION TOUR IN RIO
CLIENTE
Itaú
TIPO DE CLIENTE
Financial sector
CATEGORIA
Social Media, Strategy, Marketing & Creative Direction
BRIEFING
develop Itaú’s internal and external communication around its sponsorship of Madonna’s The Celebration Tour concert at Copacabana, highlighting the behind-the-scenes, efforts, and people who made this historic event possible. the goal was to inspire pride in belonging and celebrate the collective work behind such a large-scale activation.
WHAT I DID
led the creative and strategic direction of Itaú’s communication and real-time coverage during the event. despite technical challenges, I coordinated the visual and narrative approach to authentically showcase the team’s dedication and the brand’s presence in one of Brazil’s most iconic cultural moments.
RESULTS
the project strengthened internal engagement and emotional connection among Itaú collaborators, highlighting their essential role in making the event possible. the coverage captured the energy and magnitude of the concert, reinforcing Itaú’s commitment to culture, innovation, and people. the project strengthened Itaú’s cultural relevance and emotional presence, reinforcing its role as a brand that celebrates music, creativity, and connection.
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