Cezar Coscelli, the Creative Director

Meet Cezar Coscelli, a Brazilian Creative Director, writer, and storyteller based in New York. With over 15 years of experience spanning across industries such as advertising, entertainment, art, film, beauty, fashion, healthcare, pharma, and tech, Cezar has held successful leadership roles at renowned agencies including DDB Group, Naked Communications, Dentsu Group, A-Lab/Artplan Group, and Tribal Worldwide.

Throughout his career, Cezar has collaborated with #1 global brands such as Natura, Uber, Google, Turner, Ford, Netflix, Sony, Novartis, Aché, Citroën, Oreo, KLM, Heineken, Samsung, Ambev, Adidas, Yahoo!, Twitter, TikTok, Bacardi, Toyota, and Grey Goose. His diverse portfolio showcases his talent for creative storytelling and his ability to deliver impactful campaigns across various sectors. 🔗 Check out Cezar Coscelli’s portfolio @ coscelli.com

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👋 Get to know Cezar Coscelli

I'm Cezar Coscelli, an accomplished New York-based and US Permanent Resident Brazilian Creative Director, writer and storyteller with 15+ years of experience and a proven track record of successful leadership roles at DDB Group, Naked Communications, Dentsu, A-LAB/Artplan, and Tribal Worldwide, working with #1 global brands like Uber, Google, Natura, Novartis, Aché, Genomma Lab, Ford, Netflix, Twitter, Samsung, Oreo, Adidas, TikTok, Citroen, Heineken, KLM Airlines. And the list goes on and on.

You can get a hold of some top-tier, attention-grabber, sales record-breaker work created by me and under my leadership by accessing my portfolio at coscelli.com

🔮 Describe yourself in words

Creative Director | I'm a Creative Director fluent in the ad, film, art, beauty, health, and tech worlds. But mainly, in people.

🔎 Looking For: What jobs/industries are you interested in?

Ideally Full-time (but also talking about freelance and contract opportunities). On-site, hybrid or remote. Advertising agencies, Content agencies, startups, beauty and fashion brands.

⭐️ What achievements and projects are you most proud of?

NATURA CHRONOS, #2old4this Campaign

_For Natura, I led the creative team and created a strong and bold concept/creative strategy for the Natura Chronos' #2old4this Campaign, leading to:

- Over 200.000 interactions on Social Media, in less than one month

- 12.000.000 women reached in the first week alone - 10% of the BR female population

- Day one - 4 Tweets/minute using the campaign hashtag #VelhaPraIsso (#2old4this), an instant Twitter case

- Earned Media - hundreds of old (and new) media outlets giving us spontaneous (and free) media space and buzz

- Nearly 30% of the target audience reached organically, generating a R$ 0,01 CPV

- Learn more at coscelli.com/natura

UBER, SOCIAL MEDIA AND CREATIVE AOR (Agency of Record)

_I was the Group Creative Director and Head of Creative at A-LAB/Artplan for the Uber account from Jan 2022 to Jul 2023, and the results were impressive:

- we went from 340.000 to 780.000 active followers (more than doubled the fanbase) in less than 6 months, relying primarily on organic and collabs with creators - who naturally acted as Uber Ambassadors in a fun, authentic way

- I've also Co-conceived, created, and implemented the Creators Hub, a pro-level team focused on creating and managing tailor-made branded content under the Creators Economy premise. After starting with Uber, we successfully implemented it for other

brands (such as Itaú Bank). The Creators Hub, then, became an independent - and profitable - BU for the company

- Such success allowed us a 120% increase in the annual seven-figure fee from 2022 to 2023

- Some examples at www.instagram.com/uber_br

NATURA MAKEUP, WOMEN Campaign

_Also for Natura (but for the Makeup line), I was ahead of the team responsible for releasing the successful instant hit Women, leading to:

- 780.000.000 (yes, millions) impacts

- 34 Million views (hero video + tutorials)

- 239.000 visits to the campaign landing page during the first 2 (two) weeks

- 391.000 content interactions on Social Media

Learn more at coscelli.com/natura-women

FORD, 360º GUIDE Immersive Platform

_For Ford, I was responsible for the concept, creative, and interactive direction for a work that:

- It was supposed to be launched only in Brazil, but due to the positive response and feedback, it was also launched in Argentina, Chile, Australia, South Africa, Thailand, Colombia, Ecuador, and Peru, to name a few countries

- generated more than R$ 5,500,000,00 for my company (Broders - Creative and Production house) in the first year 

- Learn more at coscelli.com/ford

HEINEKEN + KLM AIRLINES, WORLD TRIP SOCIAL GAME

_For the world-famous Dutch brands, I had the chance to create a real-time - and real-flights - social game that resulted in:

- 811.646 real-time trips created in two weeks

- made Heineken a top-of-mind beer brand in BR, a country where AB-IMBEV was founded and dominates the market

- Learn more at coscelli.com/heineken

💡 Showcase: What are the things you want to share more about you? 

Education

Anhembi Morumbi University, Laureate International

• MBA - Trends and Innovation

• Postgraduate Degree, Digital Games

• College Degree, Marketing

Skills

creative direction / empathetic leadership / copywriting / concept building / film directing / immersive storytelling / refined craft / team management and building / talent mentoring / screenwriting / DE&I / strategic and innovative thinking / clear communicator / client relationship and presentations / business development / digital marketing / cinematography / showrunner / design thinking / trend and cool hunting / emerging technologies / fashion, beauty and pharma comms / healthcare and wellness / entertainment

Volunteer Work

As a Global Creative Mentor, I've been collaborating with Garage Stories, leveraging emerging technologies to solve healthcare,

wellness, social and education-related problems, such as:

• STORIES X FUTURE, 2022 • HACK THE PLANET (And Humans' Health), 2022

• HACK THE HOSPITAL, Transatlantic Lab - Boston, Barcelona, 2021 • GS FOR GOOD, 2020

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