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Be Curious - Cariuma Pre-Fall 2025 ft. TOCA
Project type
Campaign
Date
May 2025
Location
Portugal
Role
Creative Director, Art Director, Talent outreach, Photography, Videography, Digital Strategist
A narrative-led campaign inviting audiences to rediscover the world with fresh eyes. Be Curious blends documentary-style storytelling with an anti-advertising approach, spotlighting cultural narrators whose everyday perspectives reveal unexpected beauty, style, and movement.
The creative strategy centered on quiet magnetism over loud messaging, using a refined visual language that stays true to Cariuma’s ethos. All content was designed to feel radically organic, offering a soft resistance to attention fatigue and the oversaturation of overly polished, sales-driven media.
Digitally, the campaign ran in two streams. One focused on unfiltered travel diaries and journal-style storytelling, the other explored a darker, more stylized paid-ad universe to test narrative depth and conversion potential.
Nicole led the art direction across all campaign visuals and social formats, and developed the digital activation strategy by curating and briefing a global cast of creators to express the brand’s spirit of curiosity in culturally relevant, self-directed ways.
