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Brawl Stars
Character Launch - Mina
Volvo
Live Reviews
To launch the new Volvo XC60, we turned real test drivers’ spontaneous reactions into a live campaign. As people experienced the car for the first time, their comments were captured in real time and instantly transformed into ads across digital billboards and online placements.
Each new quote triggered a wave of fresh creative across more than 1,000 media assets, including Brazil’s largest out-of-home platform and Volvo’s social channels. The campaign turned authentic feedback into social proof — amplifying real opinions with real scale.
Mina is the first Brawler inspired by a real country, Brazil.
Her design comes straight from grassroots culture: capoeira style, flip-flops, Marta’s number 10 jersey, and the attitude of 90s Brazilian rap. The aim was to create a character shaped by real Brazilian references, not a generic cultural skin.
The launch film featured Rayssa Leal, who shares Mina’s mix of hustle, confidence, and creativity. This pairing made the reveal feel natural and authentic to fans. Mina also became the first Brawler with a fully local campaign, amplified by a major activation at Brazil Game Show 2025.
As ECD at RISE, I led the creative direction, supervised production, and oversaw animation, graphic design, and the film’s look and feel. I also built the amplification strategy and managed client and stakeholder alignment.