Cariuma x Thomas Lelu SS2025

Rethink Style is a masterbrand ad campaign shifting the conversation from fitting in to standing for something, aligning brand’s intentions with craft and creativity. The campaign is headlined by creatives and athletes including Thomas Lelu, Laura Enever, Gustavo Ribeiro and various local creatives based in Lisbon.

As creative lead, Nicole oversaw the end-to-end development of Cariuma’s Rethink Style campaign. Her responsibilities spanned brand and creative strategy, creative direction, art buying, and production. The campaign redefined Cariuma’s positioning with a bold new manifesto and cross-channel creative, reinforcing the brand’s values of sustainability, inclusivity, and skate culture reimagined.