https://caiogiannella.com Caio Giannella Tue, 21 Apr 2026 20:34:59 +0000 https://caiogiannella.com en https://caiogiannella.com/index Wed, 29 May 2024 18:07:19 +0000 Caio Giannella https://caiogiannella.com/index https://caiogiannella.com/Diego Wed, 29 May 2024 18:07:22 +0000 Caio Giannella https://caiogiannella.com/Diego Diego ︎︎︎ Diego Cardoso de Oliveira, his wife Matilde Ramos Pinto, and their two young boys Joaquim and Cauê, were tragically killed after being run over by a car while waiting at a bus stop in San Francisco. His passing will be a huge loss to the advertising industry. Diego would never admit it, nor agree with it, but he was “big times.” He was a rare talent and worked for some of the best agencies and brands in the world: Agência Click, Africa and Almap BBDO in São Paulo; BBH, Mother and AMV BBDO in London and Apple Inc in California. To give you an idea of how talented he was, BBH hired him in London despite the fact that he couldn’t speak a word of English. Sir John Hegarty said that it was easier to teach Diego English than finding someone who could think like him. He was chosen as a young lion twice, once representing Brazil and once the UK. He sent people to space, got Shakespeare and IKEA in bed together, broke taboos around periods, made a vulva lip-sync music video and many more things. Diego won everything that there is to be won a couple of times over but wouldn’t get stuck on it. He would celebrate, then give the award away to someone involved in the project the next day and immediately tell everyone “move on, move on”. However, what was truly remarkable about him was not what he did but how he did things. Diego didn’t care about titles, positions, and hated politics. He had heart, balls and an insane amount of positivity. He was a great lateral thinker; he could see the big picture but was all over the tiny stuff. Despite having extreme high standards, Diego pushed people in a way that made him loved. He demanded better of himself, of myself, his work colleagues, and even the clients. More than once Diego offered to cover part of the production costs so the work could be the absolute best it could be. &nbsp; He was always fun to be around. Even when shit hit the fan, he lifted the room and helped everyone find light. He was genuine with people and generous with his time. He improved everything he touched and everyone he spent time with. Apart from being my cretaive partner for almost two decades, Diego was like a brother to me. I will miss him deeply and I believe the industry will too. We should have more Diegos around. Sadly, the only one we had, left us too early. I know his life was cut short, but what a life he lived. It was filled with love, parties, friends, music, trips, babies. Whatever you can think of, he did it. Diego lived intensely. He was passionate about creativity, absolutely adored and loved his wife and kids. He would probably say their life was HD, high definition, 4K. And to that I can only say: &nbsp; Yeah buddy. ♥️ More Work ︎︎︎︎︎︎ https://caiogiannella.com/Album-Cover Wed, 29 May 2024 18:07:44 +0000 Caio Giannella https://caiogiannella.com/Album-Cover Album Cover&nbsp;︎︎︎ Director: David Shane.DOP: Joost Van GelderEditor: Gavin Cutler &amp; Louisa PhillipsSound: Craig HelmholzMusic Supervisor: Abbey Hendrix Creatives: Diego Cardoso de Oliveira + meCD: Simon Cenamor &amp; Julia BlackburnGCD: Alan Buchanan &amp; Brooks JacksonProducer: Lori Pisani Awards76th Primetime Emmy Awards, Los Angeles 2024Nominee Cannes, France 2024Silver - Film - Use of HumourSilver - Film Craft - ScriptSilver - Film Craft - CastingShortlist - Film One Show, NYC 2024Bronze: Film &amp; Video: Over 90 SecondsBronze: DirectionMerit: FilmMerit: WritingMerit: CastingMerit: Editing D&amp;AD, London 2024Shortlist: Casting / Performance AICP Show, 2024Performance Ciclope, 2024Bronze - Casting More Work︎︎︎︎︎︎ https://caiogiannella.com/Viva-La-Vulva Wed, 29 May 2024 18:07:45 +0000 Caio Giannella https://caiogiannella.com/Viva-La-Vulva Viva La Vulva Libresse Bodyform ︎︎︎ Almost half of women feel embarrassed by their own vulva. Labiaplasty had become the fastest-growing cosmetic surgery in the world. Caught between historical prudery and an exploding porn culture, women had been taught their bodies weren't right. The category that sold products for those bodies wasn't helping. It was either silent or reinforcing the idea something was wrong. Diego and I wrote Viva La Vulva, a three-minute musical that celebrated the diversity of the vulva by bringing it to life as a chorus of more than fifty singing characters. Conch shells, oysters, fruit, fortune cookies, leaves, embroidery, cupcakes, a woman in full vulva costume, all lip-syncing Camille Yarbrough's "Take Yo' Praise." Director Kim Gehrig led an all-female team of illustrators, embroiderers, puppeteers, food stylists, and animators to bring 450 different vulvas to life. The film was as confronting as it was joyful. The film anchored an integrated campaign that extended into print, digital, activation, and a fashion bursary inviting designers to create garments that celebrated vulva diversity rather than the "designer vagina." &nbsp; &nbsp; "Brave but not shocking, and that's what made it so powerful." — Ana Balarin, CCO, Wieden+Kennedy London "When I say advertising can change the world, this is what I mean." — Cindy Gallop Most media owners initially refused to run the film, calling it too overtly sexual or indecent. We fought scene by scene to keep it on air. In France, after vocal complaints demanding the work be banned, the ethics committee overruled the objections and Marlène Schiappa, then France's Secretary of State for Gender Equality, defended the campaign publicly. Once it launched, the long film hit five million organic views in its first weeks with zero media support, eventually reaching nearly half a billion people across 90 countries. 96% of social comments were positive. Libresse went from zero to 40% market share in a new product range within weeks. Brand differentiation and brand interest doubled the category norm. Nurses and gynecologists asked to use the imagery to help patients feel comfortable with their own bodies. On International Women's Day, the Spanish feminist movement redubbed the film to rally women to march for equal rights. A vulva party turned into a joyful rebellion. Director: Kim Gehrig DOP: Deepa Keshvala Editor: Elise Butt Sound: Sam Ashwell Creatives: Diego Cardoso de Oliveira + me CD: Toby Allen &amp; Jim Hilson ECD: Alex Grieve &amp; Adrian Rossi Producer: Edwina Dennison Key Visual By Adam Hinton <img width="1613" height="1075" width_o="1613" height_o="1075" data-src="https://freight.cargo.site/t/original/i/e2037cf59ec2bd9dac90ebcfa9f91d05f7810d03ca632762245e40106581878c/VIVA-LA-VULVA_02.jpg" data-mid="211949308" border="0" src="https://freight.cargo.site/w/1000/i/e2037cf59ec2bd9dac90ebcfa9f91d05f7810d03ca632762245e40106581878c/VIVA-LA-VULVA_02.jpg" /> <img width="1613" height="1075" width_o="1613" height_o="1075" data-src="https://freight.cargo.site/t/original/i/33e74e8ee62115940a3284dfca9f661ff879d240ba7c53579ef8593aa61059a2/VIVA-LA-VULVA_04.jpg" data-mid="211949310" border="0" src="https://freight.cargo.site/w/1000/i/33e74e8ee62115940a3284dfca9f661ff879d240ba7c53579ef8593aa61059a2/VIVA-LA-VULVA_04.jpg" /> <img width="1613" height="1075" 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width_o="1181" height_o="1181" data-src="https://freight.cargo.site/t/original/i/a9a0f60cb349de000e6a9fecd75ba4bec1b0780f1e78372a98c11e76c29b5de2/gifs55.jpg" data-mid="211949397" border="0" src="https://freight.cargo.site/w/1000/i/a9a0f60cb349de000e6a9fecd75ba4bec1b0780f1e78372a98c11e76c29b5de2/gifs55.jpg" /> <img width="1181" height="1181" width_o="1181" height_o="1181" data-src="https://freight.cargo.site/t/original/i/fce552f4e248de1633c2fbda85d8c4063b62a976ca93f1334902794bd4af5c76/gifs40.jpg" data-mid="211949416" border="0" src="https://freight.cargo.site/w/1000/i/fce552f4e248de1633c2fbda85d8c4063b62a976ca93f1334902794bd4af5c76/gifs40.jpg" /> Awads World Creative Rankings, 2020 Most awarded ad campaign of the year. WARC Creative 100, 2020 Second most awarded marketing campaign in the world. Cannes, France 2019 Titanium Lion Glass Lion 2 Golds in Film Gold: Health Gold: Creative strategy Silver in FIlm 2 Silvers Film Craft Silver: Health Silver: Creative strategy Bronze Film Craft Bronze: Entertainment 12 Shortlists One Show, NYC 2019 Best in discipline (GP) - &nbsp;Health &amp; Wellness Gold - Health &amp; Wellness:&nbsp; Brand Entertainment Gold - Craft Visual &amp; Audio:&nbsp; animation Silver - Craft:&nbsp; use of music Silver - Online Film Long Form Silver - Moving Image Silver - Craft visual &amp; audio:&nbsp; music Silver - Craft use of visual Silver - Film Health &amp; Wellness Bronze - Long Form Video Bronze - Craft:&nbsp; animation Merit - Craft - Direction Merit - Music Videos Merit - Craft: Animation Merit - Craft: Art Direction One Show, NYC 2020 Silver - Creative Effectiveness LIA Awards, VEGAS 2019 Grand Lia - Tv/Cinema/Online Film Grand Lia - Health &amp; Wellness Grand Lia - Health &amp; Wellness - Craft Gold - Branded Entertainment: Social Awarneness Gold - Health &amp; Wellness: Over-the-Counter Gold - Health &amp; Wellness - Craft: Direction Gold - Health &amp; Wellness - Craft: Production Design Gold - Production &amp; Post-Production: Direction Gold - Tv/Cinema/Online Film: Cosmetics/Toiletries/Pharma Silver - Production &amp; Post-Production: Production Design Bronze - Health &amp; Wellness - Craft: Music &amp; Sound Design Bronze - Health &amp; Wellness - Craft: Visual Effects Bronze - Integration: Business-to-Consumer Andy Awards, NYC 2019 Gold - Idea Gold - Craft Craft British Arrows, London 2019 Gold - Production Design — Marie Lanna Gold - Use of Existing Music — Jay James, Hils Macdonald and Tom Kitson at Soundtree Music Silver - Re-Record — Peter Raeburn, Luke Fabia and Luis Almau at Soundtree Music Finalists - Kim Gehrig Best Director Finalists - Deepa Keshvala Cinematography Campaign Big Awards, London 2019 Grand Prix - Best Campaign Gold - Integrated Gold - Consumer Goods: Social Gold - Consumer Goods: Integrated Gold - Branded Content: Social Gerety Awards, 2019 Grand Prix - Communication Cut Grand Prix - Craft Cut Gold - Entertainment Cut Silver - Health Cut Art Directors Club Europe Awards, 2019 Grand Prix - Film &amp; Radio - Online/Viral Videos Gold Award - Film &amp; Radio - Online/Viral Videos Gold Award - Integration &amp; Innovation - Creative Strategy Gold Award - Integration &amp; Innovation - Integrated Campaigns Caple Awards, 2019 Grand Prix (best in discipline) – Art Direction Gold - Branded Entertainment Music and Sound Awards, 2019 Best Sync - online, viral + ambient advertising D&amp;AD Impact, NYC 2019 Shortlist - Campaign / Health and Wellness Epica Awards, AMS 2019 Gold - Health &amp; Beauty AmeAwards, NY 2020 1 Best of Show 1 Regional Platinum – Europe 1 Gold The Drum Advertising Awards 2019 Grand Prix Craft - Gold Most Innovative Campaign - Gold Advertising for Good - Gold Consumer Goods - Gold Pharma and Healthcare - Gold Webby Awards, 2019 Health, Wellness - People's Voice &amp; Webby Winner Best Art Direction - People's Voice Best Use of Animation - Nominee D&amp;AD, London 2022 Black Pencil Collaborative D&amp;AD, London 2010-2019Black Pencil: Craft of the Decade D&amp;AD, London 2019Black Pencil: Direction
Yellow Pencil: Creativity for Good
Yellow Pencil: Branded Entertainment 
Yellow Pencil: Animation
Graphite Pencil: Online FilmGraphite Pencil: MusicWood Pencil: Editing
Wood Pencils: Visual EffectsShortlist: AnimationShortlist: Editing Shortlist: Production design Clio, NYC 2019Clio Grand - Integrated CampaignGold - Branded Entertainment - Film - ScriptedGold – Film - 61 Seconds to Five MinutesGold - Integrated CampaignSilver - Film Technique - Music AdaptedSilver – Innovation – Medium Innovation Silver - Public Relations - Brand DevelopmentBronze - Film Technique - DirectionBronze - Film Technique - EditingShortlist - Film Technique – Animation Clio Health, NYC 2019Clio Grand - Integrated CampaignClio Grand - Branded Entertainment &amp; ContentGold - Film EuroBest, 2019Grand Prix – IntegratedGrand Prix - Glass: The Award for ChangeGrand Prix – Film Grand Prix – HealthcareGrand Prix - Creative StrategyGold – Film – Viral FilmGold – Film - Social Behaviour &amp; Cultural InsightGold – Film Craft – Direction Gold - Film Craft - Use of Licensed or Adapted MusicGold – PR - Content-led Engagement &amp; MarketingSilver – Film Craft – Production Design / Art DirectionSilver – Film Craft - EditingSilver – Film Craft – AnimationBronze – Film – Healthcare Bronze – Entertainment - Fiction &amp; Non-Fiction Films Bronze – Film Craft - CinematographyBronze – Healthcare - OTC Products/Devices Bronze – Healthcare - Brand-led Education &amp; Awareness ADC Awards, NYC 2019Silver Cube - Craft in VideoSilver Cube - Craft in MotionBronze Cube - Branded Content &amp; EntertainmentBronze Cube - OnLine Film British Arrows, London 2019Gold - Best Social VideoGold - Best InternationalGold - The Power Of Film Creative Circle UK, London 2019Gold - Best creative campaign for positive changeGold - Best online advertising film 1 minute or overGold - Best branded entertainmentGold - Best Animation Gold - Best castingGold - Best production designGold - Best directionGold - Best use of music Shark Awards, Kinsale 2019Grand Prix - Film Gold – Branded Content Gold- Digital – Healthcare &amp; pharmacy Gold – Film Craft – Art Direction/Product Design Gold – Direction Gold – Integrated Gold – Music &amp; Sound Craft – Best Use of Licensed Music – SYNCSilver – Film Craft – Best Use of Humour Silver – Film Craft – CGI/Visual EffectsShortlist – Film Craft – Casting Creative Review 2019 AnnualBest in Book Brand Film Festival, London 2019Grand Prix - Best of the BestCreative Agency of the YearBrand of the YearGold - AnimationGold - Post-ProductionGold - Best PerformanceGold - Healthcare Gold - Emotional Film Gold - Consumer Goods New York Festivals, 2019First Prize Award - Film Craft - Best Use of MusicFirst Prize Award - Film Craft - Direction Second Prize Award - Film - Health &amp; Wellness Third Prize Award - Film - Made for Online Third Prize Award - Film - Brave Work/Brave Client Third Prize Award - Branded Content/Entertainment - Health &amp; Wellness AICP Show, 2019Advertising Excellence/International Honoree Ciclope Festival, Berlin 2019Grand Prix Cresta Awards, London 2019Grand Prix – Moving imageGrand Prix – IntegratedGrand Prix – Branded EntertainmentGrand Prix – Craft – Direction Gold – Craft – CinematographyGold – Craft – Sound DesignGold – Craft – Special Effects Gold – Craft – MusicGold – Craft – Humour APA Collection Top 10 ads of thepast 25 years Articles https://adage.com/creativity/work/libresse-viva-la-vulva/960761 https://www.creativereview.co.uk/libresse-releases-ad-in-celebration-of-the-vulva/ https://www.thedrum.com/creative-works/project/amv-bbdo-bodyform-viva-la-vulva https://www.adweek.com/brand-marketing/everything-is-a-vagina-worth-singing-about-in-this-brands-glorious-viva-la-vulva-anthem/ https://www.campaignlive.co.uk/article/libresse-viva-la-vulva-amv-bbdo/1519742 https://www.warc.com/newsandopinion/opinion/why_viva_la_vulva_is_the_very_definition_of_brand_bravery/2898 More Work ︎︎︎︎︎︎︎︎︎ https://caiogiannella.com/Beds Wed, 29 May 2024 18:07:58 +0000 Caio Giannella https://caiogiannella.com/Beds IKEA Beds ︎︎︎ You sleep in a million different places in your life. Some are comfortable, some very small, a very few are luxurious and others you rather not even think about. The truth is, nothing beats the feeling of closing your eyes and falling asleep in your own house. It’s where you feel safe and can truly rest.No wonder you can’t wait to get back home after a long trip. After all, there’s no bed like home. Director: Juan CabralDOP: Eric GautierEditor: Neil SmithSound: Sam AshwellMusic: Peter RaeburnCreatives: Diego Cardoso de Oliveira + me CD: Freddy Mandy &amp; Tim McNaughtonECD: Carlos Bayala, Robert Saville, Mark WaitesProducer: Nicky Barnes Documentary Dr. Rob in Grenland Directed by Charlie Crane Documentary The Wonder Circus Directed by Siri Bunford Case Study A-to-Zzzz Campaign <img width="1000" height="757" width_o="1000" height_o="757" data-src="https://freight.cargo.site/t/original/i/a73a6b280f2c2f787bada54426060ee4cc61ccf443a2a8fbcc1eb6d0ece366dc/A_o.jpg" data-mid="211949486" border="0" src="https://freight.cargo.site/w/1000/i/a73a6b280f2c2f787bada54426060ee4cc61ccf443a2a8fbcc1eb6d0ece366dc/A_o.jpg" /> <img width="1000" height="757" width_o="1000" height_o="757" data-src="https://freight.cargo.site/t/original/i/c2c057774c4eee45d8dc3a78c6da3e0a838b235dfea43920469848539d0e91c2/B_o.jpg" data-mid="211949487" border="0" 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height="1228" width_o="1228" height_o="1228" data-src="https://freight.cargo.site/t/original/i/1b7ceaad330d83f3696545240d8cd4db8016f0125dec37500cce5f641c6cb1ed/000022-2_o.jpg" data-mid="211949473" border="0" src="https://freight.cargo.site/w/1000/i/1b7ceaad330d83f3696545240d8cd4db8016f0125dec37500cce5f641c6cb1ed/000022-2_o.jpg" /> Making-OfShots by Freddy Awards Cannes 20151 Gold - Film 1 Silver - Film Craft1 Finalist - Film Craft D&amp;AD 20141 Graphite Pencil - Film Advertising 3 Wood Pencil - Film Advertising Crafts D&amp;AD 20171 Wood Pencil - Integrated &amp; Collaborative British Arrows, London 20151 Gold - Best over 30 and up to 60 second1 Gold - Best over 60 and up to 90 second 1 Gold – Retail1 Nomination – UK TV Series Clio Awards, New York 20151 Gold - Film Technique1 Silver - Film Technique Think Box1 Grand Prix - Sept Big Campaign 20152 Golds, 2 Silvers and Film agency of the Year British Arrows Craft Award 20141 Grand Prix - Best Crafted Commercial1 Gold - Best Director1 Gold - Best VFX7 Nominations Ciclope Festival 20141 Gold - Direction1 Gold - Sound Design Campaign Magazine 2014, LondonCampaign of the year2nd best TV and Cinema Ad Creative Circle 20151 Gold - Best TV Single1 Gold - Best Direction 1 silver - Best 30-60secs Music and sound awards 20151 Gold - Best Sound Design More Work ︎︎︎︎︎︎︎︎︎ https://caiogiannella.com/Blood Wed, 29 May 2024 18:08:04 +0000 Caio Giannella https://caiogiannella.com/Blood BodyformBlood ︎︎︎ For decades, the feminine hygiene industry sold products for blood without ever showing blood. The category dealt in euphemisms and a mysterious blue liquid that became a symbol of shame around periods themselves. Diego and I wrote Red.Fit, an integrated campaign built on a single line: "No blood should hold us back." The hero film was the first ever to show real menstrual blood in femcare advertising, depicting women bleeding while boxing, running, dancing, and climbing. It sparked an outburst of positive reaction from people and the press. "Finally, a period commercial that's not afraid to show blood. No more blue liquid." — Elle"AMV BBDO and Bodyform think the last taboo for female athletes is menstrual blood." — Adweek"Blood won't stop the badass women in this epic feminine hygiene ad." [VERIFY exact wording] — Little Black Book Around the film, we built a holistic platform in partnership with researchers at University College London and St Mary's University Twickenham, Frame gyms, Leon, and an Olympic coach. The platform mapped four phases of the menstrual cycle, Strength, Power, Endurance, and Fighting, and gave women tailored advice on exercise, nutrition, and motivation for each. In the first three months, the campaign reached 600 million women, 94% through earned media. The work began Bodyform's parent company internal shift: purpose became a core function for the Essity brands, helping fuel a decade of business growth that took the femcare business from $450M to over $1B in revenue. Directors: Jones &amp; Tino. Cinematographer: Nicolas KarakatsanisEditor: Leo KingSound: Sam AshwellCreatives: Diego Cardoso de Oliveira + meCD: Toby Allen &amp; Jim HilsonECD: Alex Grieve &amp; Adrian RossiProducer: Edwina Dennison RedFit Case Study Posters &amp; Print by Adam Hinton <img width="900" height="450" width_o="900" height_o="450" data-src="https://freight.cargo.site/t/original/i/4ebedd3c28313c8170ea6fe684f85f26d5f7c2422265eca80f5a22ac76d6664e/BALLET.jpg" data-mid="211949531" border="0" src="https://freight.cargo.site/w/900/i/4ebedd3c28313c8170ea6fe684f85f26d5f7c2422265eca80f5a22ac76d6664e/BALLET.jpg" /> <img width="900" height="450" width_o="900" height_o="450" data-src="https://freight.cargo.site/t/original/i/b79becd3713524def03bc0d542ebe7f0762bce4ed34685a8feead7ca3ff99a40/boxing_1.jpg" data-mid="211949532" border="0" src="https://freight.cargo.site/w/900/i/b79becd3713524def03bc0d542ebe7f0762bce4ed34685a8feead7ca3ff99a40/boxing_1.jpg" /> <img width="900" height="450" width_o="900" height_o="450" data-src="https://freight.cargo.site/t/original/i/7a11f4e368c769f43d71e5b65e67c36333ef8227f0561d521226459f7352d0dd/RUBGY.jpg" data-mid="211949534" border="0" src="https://freight.cargo.site/w/900/i/7a11f4e368c769f43d71e5b65e67c36333ef8227f0561d521226459f7352d0dd/RUBGY.jpg" /> PR Shots by Adam Hinton <img width="1228" height="819" width_o="1228" height_o="819" data-src="https://freight.cargo.site/t/original/i/4f3de5617ce5f7f150ca9d733254d37c0efc7ec42ce36e7f1eb2c854fc9a8bf1/06.jpg" data-mid="211949524" border="0" src="https://freight.cargo.site/w/1000/i/4f3de5617ce5f7f150ca9d733254d37c0efc7ec42ce36e7f1eb2c854fc9a8bf1/06.jpg" /> <img width="1228" height="819" width_o="1228" height_o="819" data-src="https://freight.cargo.site/t/original/i/3e8ae40368722bca8112fc795854045c03d9a29d058ef39d30fe915d2c7fd4eb/16.jpg" data-mid="211949516" border="0" src="https://freight.cargo.site/w/1000/i/3e8ae40368722bca8112fc795854045c03d9a29d058ef39d30fe915d2c7fd4eb/16.jpg" /> <img width="1228" height="819" 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width_o="1228" height_o="819" data-src="https://freight.cargo.site/t/original/i/b7ba8b07c0b4a845011e3bbc835c317f6d6971cf38d5c0e7e69b291afcdba5e5/14.jpg" data-mid="211949517" border="0" src="https://freight.cargo.site/w/1000/i/b7ba8b07c0b4a845011e3bbc835c317f6d6971cf38d5c0e7e69b291afcdba5e5/14.jpg" /> <img width="1228" height="819" width_o="1228" height_o="819" data-src="https://freight.cargo.site/t/original/i/9f1c8f7c00fb6f55f9978d2f17dc2134b5182120fff75b9da181e56a05bf758d/10.jpg" data-mid="211949521" border="0" src="https://freight.cargo.site/w/1000/i/9f1c8f7c00fb6f55f9978d2f17dc2134b5182120fff75b9da181e56a05bf758d/10.jpg" /> <img width="1228" height="819" width_o="1228" height_o="819" data-src="https://freight.cargo.site/t/original/i/2005a87725c7e2e332d639592966117bc3ff094d42b3ed425b5b8b6f0b14c5c8/12.jpg" data-mid="211949519" border="0" src="https://freight.cargo.site/w/1000/i/2005a87725c7e2e332d639592966117bc3ff094d42b3ed425b5b8b6f0b14c5c8/12.jpg" /> <img width="1228" height="819" width_o="1228" height_o="819" data-src="https://freight.cargo.site/t/original/i/629cca49c2a635c5f04b05bf4d81957f50b4dba3376872bc1719a23cd6b65c36/03.jpg" data-mid="211949527" border="0" src="https://freight.cargo.site/w/1000/i/629cca49c2a635c5f04b05bf4d81957f50b4dba3376872bc1719a23cd6b65c36/03.jpg" /> <img width="1228" height="819" width_o="1228" height_o="819" data-src="https://freight.cargo.site/t/original/i/12f91387b2218077c39e75186919c0e6e838409a351eeb97f81217265059ed7d/05.jpg" data-mid="211949525" border="0" src="https://freight.cargo.site/w/1000/i/12f91387b2218077c39e75186919c0e6e838409a351eeb97f81217265059ed7d/05.jpg" /> <img width="1228" height="819" width_o="1228" height_o="819" data-src="https://freight.cargo.site/t/original/i/845e57920b570366d78d906ee5107805b6dec35bb9f236bf9818ffeec5f27692/18.jpg" data-mid="211949530" border="0" src="https://freight.cargo.site/w/1000/i/845e57920b570366d78d906ee5107805b6dec35bb9f236bf9818ffeec5f27692/18.jpg" /> <img width="1228" height="819" width_o="1228" height_o="819" data-src="https://freight.cargo.site/t/original/i/56d20f5cc02e643b821af397feffe1a134326e0546c090fef219705bd36b1ee2/02.jpg" data-mid="211949528" border="0" src="https://freight.cargo.site/w/1000/i/56d20f5cc02e643b821af397feffe1a134326e0546c090fef219705bd36b1ee2/02.jpg" /> <img width="1228" height="819" width_o="1228" height_o="819" data-src="https://freight.cargo.site/t/original/i/d9c3f3fed2ac503bae3ae7e623111f70d667958f335adc0b4acd90bcef3e6ac7/09.jpg" data-mid="211949522" border="0" src="https://freight.cargo.site/w/1000/i/d9c3f3fed2ac503bae3ae7e623111f70d667958f335adc0b4acd90bcef3e6ac7/09.jpg" /> <img width="1228" height="819" width_o="1228" height_o="819" data-src="https://freight.cargo.site/t/original/i/f732934a734655b74eba5b450995f8e2d296b5a5f394326a4e24cbab75e5f394/04.jpg" data-mid="211949526" border="0" src="https://freight.cargo.site/w/1000/i/f732934a734655b74eba5b450995f8e2d296b5a5f394326a4e24cbab75e5f394/04.jpg" /> Awards Cannes 2016 / 20172 Golds1 Bronze3 Finalists D&amp;AD, London 2022Black Pencil Collaborative D&amp;AD 20171 Wood Pencil - Creativity for Good 1 Wood Pencil - Film Advertising 1 Wood Pencil - Film Advertising Crafts Clio Awards 20171 Gold - Integrated Campaign1 Gold - Brand Partner. &amp; Collaborations Clio Sports 20171 Silver - Social Good1 Silver - Partnerships, Sponsorships &amp; Endorsements1 Finalist - Film Clio Health 20171 Bronze - Film1 Bronze - Brand Partnerships &amp; Collaborations Clio Awards 20161 Silver - Film Ciclope Latino 20161 Grand Prix - Live action 1 Gold - Cinematography1 Gold - Editing 1 Gold - Direction Ciclope 20161 Silver - Sound Design1 Bronze - Direction 1 Bronze - Cinematography5 Finalists British Arrows, London 20171 Gold - Household Goods1 Gold - Best over 60 and up to...1 Finalist – Best Integrated Do Different Awards 20174 golds Cresta Awards 20171 Gold - Cinematography IPA Health awards 2017Best in ShowGold – IntegratedGold – Film Gold – Cinematography One Show 20171 Silver 5 Merits New York Festivals 20171 Gold - Sound Design1 Silver - Film1 Silver - Editing1 Bronze - Cinematography1 Finalist - Use of Music Campaign Big Awards 20161 Silver1 Finalist Brand Film Festival 20171 Gold London International Awards 20161 Gold3 Silvers1 Bronze WARC Innovation Awards 20171 Gold &amp; Special Award For Category Innovation The A-list Awards 20171 Silver - Film Advertising Craft Epica 2016Silver Kinsale Sharks 2016Silver Creative Circle 2017Gold of Golds1 Gold - Integrated Campaign1 Gold - Film 1 Gold - Online Film1 Gold - Cinematography1 Gold - Direction1 Gold - Sound Design1 Gold - Poster Single1 Gold - Poster Campaign1 Silver - Editing1 Silver - Use of Music More Work ︎︎︎︎︎︎︎︎︎ https://caiogiannella.com/Apollo Wed, 29 May 2024 18:08:06 +0000 Caio Giannella https://caiogiannella.com/Apollo AXE Apollo ︎︎︎ Director:&nbsp; Tim GodsallDOP: Jess HallEditor: Richard OrrickSound: Raja SehgalCreatives: Diego Cardoso de Oliveira + me, Gary McCreadie &amp; Wesley HawesCDs: David Kolbusz &amp; Dominic GoldmanECD: Nick GillProducers: Ruben Mercadal &amp; Charlie Dodd IntegratedCampaign Buzz Aldrin Announces Print Camapign <img width="900" height="1220" width_o="900" height_o="1220" data-src="https://freight.cargo.site/t/original/i/57f5e2902230d8e53f73d3af372d1cbd5db9324aa01a1b148403ad9883bc630a/CAR_o.jpg" data-mid="211949537" border="0" src="https://freight.cargo.site/w/900/i/57f5e2902230d8e53f73d3af372d1cbd5db9324aa01a1b148403ad9883bc630a/CAR_o.jpg" /> <img width="900" height="1217" width_o="900" height_o="1217" data-src="https://freight.cargo.site/t/original/i/f7ec5e36bb04a0d3a9cb13fa4c9900b8d18a8c75c4fafc2becc8b06e9cecb90d/FOOTBALL_o.jpg" data-mid="211949538" border="0" src="https://freight.cargo.site/w/900/i/f7ec5e36bb04a0d3a9cb13fa4c9900b8d18a8c75c4fafc2becc8b06e9cecb90d/FOOTBALL_o.jpg" /> <img width="900" height="1217" width_o="900" height_o="1217" data-src="https://freight.cargo.site/t/original/i/1c4867cfea1afdb14abc4a17f5b97df5f322e0274c3574af5ad6f8e44dbd48cc/HOUSE_o.jpg" data-mid="211949539" border="0" src="https://freight.cargo.site/w/900/i/1c4867cfea1afdb14abc4a17f5b97df5f322e0274c3574af5ad6f8e44dbd48cc/HOUSE_o.jpg" /> Axe had been selling the same promise to young guys since before our audience was born: spray this and women will like you. By 2012 they'd heard it from older brothers, seen it parodied, and tuned out. Diego and I pitched a different promise. Instead of telling guys Axe would make them more attractive, we'd turn them into the thing women actually want: a hero. The insight underneath was simple. Guys compete with stories, and no story beats "I've been to space." So we built the Axe Apollo Space Academy, a global competition to send 22 young men into orbit. Actual space. Because girls love heroes, and of all possible heroes, nothing beats an astronaut. "A giveaway that it can say, without hyperbole, is out of this world." The New York Times Buzz Aldrin fronted the whole thing, which settled any doubt about whether it was actually happening. Finalists from 60 countries went through Space Camp at Kennedy Space Center, with physical tests, mental aptitude assessments and fighter jet training. Their stories became a documentary, Generation Astronaut, that aired in over 50 countries. Normally Axe launches a new variant every year and advertising follows the product. This time the idea came first, and the deodorant itself was named Apollo to fit the campaign.&nbsp;This was also the first time an Axe campaign was driven by an activation idea. TV, print and digital drove guys toward the competition. "A marketing campaign too strange not to be true." Wired The campaign generated 35 million YouTube views, 20 million hub site hits, 750,000 unique competition entries and 8 million votes cast. It became the best-selling Axe variant launch in key markets, recruiting the next generation of guys into the brand. London Invasion <img width="634" height="426" width_o="634" height_o="426" data-src="https://freight.cargo.site/t/original/i/1b1717eb25847c3024760c314f0c37b3f13216e9ab4f765d4e7789def3c7d281/article-0-16D34F46000005DC-495_634x426_o.jpeg" data-mid="211949548" border="0" src="https://freight.cargo.site/w/634/i/1b1717eb25847c3024760c314f0c37b3f13216e9ab4f765d4e7789def3c7d281/article-0-16D34F46000005DC-495_634x426_o.jpeg" /> <img width="634" height="481" width_o="634" height_o="481" data-src="https://freight.cargo.site/t/original/i/581467cdd6fd752877fa5168090d5580afa294a78ca6eec5e1147367b8aa32e8/article-0-16D3ADEA000005DC-870_634x481_o.jpeg" data-mid="211949540" border="0" src="https://freight.cargo.site/w/634/i/581467cdd6fd752877fa5168090d5580afa294a78ca6eec5e1147367b8aa32e8/article-0-16D3ADEA000005DC-870_634x481_o.jpeg" /> <img width="634" height="416" width_o="634" height_o="416" data-src="https://freight.cargo.site/t/original/i/b6408df6fab10943efb9cd100a824032d95d477d4bd5eba2a2912fa05853ae64/article-0-16D3AE0A000005DC-766_634x416-1_o.jpeg" data-mid="211949541" border="0" src="https://freight.cargo.site/w/634/i/b6408df6fab10943efb9cd100a824032d95d477d4bd5eba2a2912fa05853ae64/article-0-16D3AE0A000005DC-766_634x416-1_o.jpeg" /> <img width="634" height="394" width_o="634" height_o="394" data-src="https://freight.cargo.site/t/original/i/79e488a1f0dedc2e5aebcaa2b8614815146ae8f3c2fad7b6539364f4ab7b3b10/article-0-16D3AE1B000005DC-275_634x394-1_o.jpeg" data-mid="211949542" border="0" src="https://freight.cargo.site/w/634/i/79e488a1f0dedc2e5aebcaa2b8614815146ae8f3c2fad7b6539364f4ab7b3b10/article-0-16D3AE1B000005DC-275_634x394-1_o.jpeg" /> <img width="634" height="413" width_o="634" height_o="413" data-src="https://freight.cargo.site/t/original/i/d491749fca785bf60482520f7c45dfd9ff7527ca00be25a9476745f1e374987d/article-0-16D34EB5000005DC-264_634x413-1_o.jpeg" data-mid="211949543" border="0" src="https://freight.cargo.site/w/634/i/d491749fca785bf60482520f7c45dfd9ff7527ca00be25a9476745f1e374987d/article-0-16D34EB5000005DC-264_634x413-1_o.jpeg" /> <img width="634" height="430" width_o="634" height_o="430" data-src="https://freight.cargo.site/t/original/i/eabf0dd97f104578840cb7a0a56448173ffcb92c87daa518f54ad3d1bd91222b/article-0-16D34EF8000005DC-655_634x430_o.jpeg" data-mid="211949544" border="0" src="https://freight.cargo.site/w/634/i/eabf0dd97f104578840cb7a0a56448173ffcb92c87daa518f54ad3d1bd91222b/article-0-16D34EF8000005DC-655_634x430_o.jpeg" /> <img width="634" height="416" width_o="634" height_o="416" data-src="https://freight.cargo.site/t/original/i/6fdcc131eb1611fd95bedac7475c120d1b5cce67df2b53469769d2138f743acc/article-0-16D34F0D000005DC-528_634x416_o.jpeg" data-mid="211949545" border="0" src="https://freight.cargo.site/w/634/i/6fdcc131eb1611fd95bedac7475c120d1b5cce67df2b53469769d2138f743acc/article-0-16D34F0D000005DC-528_634x416_o.jpeg" /> <img width="634" height="402" width_o="634" height_o="402" data-src="https://freight.cargo.site/t/original/i/78c9506e42ace70b42e7f87e094c90060dc0951ec44781431ae4f0742eea4460/article-0-16D34F00000005DC-704_634x402_o.jpeg" data-mid="211949546" border="0" src="https://freight.cargo.site/w/634/i/78c9506e42ace70b42e7f87e094c90060dc0951ec44781431ae4f0742eea4460/article-0-16D34F00000005DC-704_634x402_o.jpeg" /> Awards D&amp;AD 20141 Nomination - Integrated &amp; Earned Media1 In Book - Integrated Digital Campaigns 1 In Book - TV &amp; Cinema Advertising Cannes 20131 Gold1 Silver2 Bronze3 Finalists&nbsp; One Show 20141 Merit Big Campaign 20131 Gold, 1 Silver and 3 Finalists Clio Awards, 20141 Gold in Integrated Campaigns Campaign Magazine, London3rd best TV and Cinema Ads 2013 British Arrows 20141 Silver Award and 2 Shortlists Creative Circle 20141 Gold, 1 Silver and 2 Nominations More Work ︎︎︎︎︎︎︎︎︎ https://caiogiannella.com/Snap-a-mole Tue, 01 Jul 2025 23:01:28 +0000 Caio Giannella https://caiogiannella.com/Snap-a-mole Relax, It’s iPhone ︎︎︎ Director: Tom KuntzDP: Rodrigo PietroEditor: Russell IckeSound: Aaron ReynoldsMusic Supervisor: Charlotte von Kotze Creatives: Alex Chapman &amp; Sai He&nbsp;CD: Simon Cenamor + meGCD: Alan Buchanan &amp; Brooks JacksonProducer: Chris Avery ︎︎︎ More Work ︎︎︎︎︎︎︎︎︎ https://caiogiannella.com/Health Tue, 21 Apr 2026 20:34:59 +0000 Caio Giannella https://caiogiannella.com/Health iPhone + Watch ︎︎︎ Director: Björn RühmannDOP: Edu GrauEditor: Jeff BuchananSound: Jon Shamieh Music Supervisor: Abbey Hendrix Creatives: Tyler Richardison + Kurtis HilliardCD: Ben Carter&nbsp; + meGCD: lan Buchanan and Brooks JacksonProducer: Tim Allan ECG CYCLE SLEEP HEART Director: ScholarCreatives: Nick Jones + Theo &nbsp;Bayani + Miguel Gonzalez CD: Ben Carter&nbsp; + me Music Supervisor: Abbey HendrixGCD: lan Buchanan and Brooks JacksonProducer: Christina Wells More Work︎︎︎︎︎︎︎︎︎ https://caiogiannella.com/Air Wed, 10 Sep 2025 17:30:48 +0000 Caio Giannella https://caiogiannella.com/Air Air, now on iPhone ︎︎︎ Creatives: Alex Chapman and Sai He Directors: JungleDP: Andrew Droz palermoEditor: Rami D’AguiarSound: Ben TomastikCD: Rob Messeter + meGCD: Alan Buchanan and Brooks JacksonProducer: Christina Wells More Work ︎︎︎︎︎︎︎︎︎