Army Collection

The Project — The Army Collection was developed to introduce Superga’s winter assortment in Brazil through a localized campaign that blended global and regional creative.

Assets provided by the Italian headquarters, featuring core and heritage styles were adapted and integrated with original content produced through a Brazil-based photoshoot. This approach allowed the campaign to balance global brand consistency with local relevance, showcasing both iconic silhouettes and the seasonal Brazilian collection.

The campaign was executed across multiple touchpoints, including social media, newsletters, website, and in-store visual merchandising.

My Role — As Marketing Manager, I led the creative direction and execution of the Army Collection campaign, overseeing its rollout across digital and retail channels.

I art directed the localized Brazil-based photoshoot, aligning it with Superga’s global visual identity while showcasing the winter collection. I also led content planning for Instagram, designed key campaign assets—including Stories, newsletters, and website banners—and directed the visual merchandising strategy in-store to ensure a cohesive brand experience across all touchpoints.

Results — The campaign successfully translated global brand assets into a locally relevant execution, creating a cohesive presence across digital and retail touchpoints.

By integrating Italian and Brazilian content, the campaign maintained brand consistency while elevating visibility for the winter collection across social, e-commerce, and in-store environments.

On social, the campaign delivered strong and consistent engagement on Instagram, with top-performing content reaching over 1.8K likes, and additional posts ranging between 650–820 likes, alongside steady audience interaction across comments..