Case Study 02 — Campaign · Print · Digital · OOH
Ipanema's global "Sempre Nova" campaign featured Shakira as the face of the brand — a high-profile collab between one of the world's most recognized artists and Brazil's iconic footwear brand. The brief was to execute the full US market production pipeline: adapting key visuals across every print, digital, OOH, and social format for retail, trade, and digital channels nationwide.
Working from raw campaign materials, I owned the entire US production pipeline — retouching key visuals, building layouts across dozens of specs, and re-cutting video assets for various digital display formats.
The challenge was maintaining the creative integrity of the campaign across wildly different formats — from an 8.5×11 print ad to a 321×42 horizontal mall banner to a 1920×1080 digital display to a 1:1 social video — each requiring its own crop logic, type treatment, and visual hierarchy without losing the energy of the original.
The campaign ran across Times Square, Westland Mall, Dadeland Mall, and Macy's retail locations nationally, with supporting paid social on Meta platforms.
Sempre Nova lookbook + 8.5×11 print ad executions
1920×1080 digital display — Dadeland Mall, Miami
The core challenge wasn't designing from scratch — it was maintaining creative integrity while adapting a single campaign across formats that had almost nothing in common. A 321×42 horizontal mall banner and a 1:1 social video tell the same story in completely different visual languages.
Each format required its own crop logic — where does Shakira sit in the frame? What gets cut? How do the product shots reflow? How does the type hierarchy shift when you go from portrait to landscape? Every decision had to feel intentional, not like a resize.
Rather than treating each format as a crop of the master, I approached each output as its own design problem — asking what this specific format needed to communicate at the distance and context it would be seen.
A mall kiosk seen at 10 feet needs Shakira's face large and the brand mark clear. A horizontal banner above a mall corridor needs the product lineup readable at a glance. A social ad needs to stop the scroll in the first frame. Each version was retouched, laid out, and color-corrected independently.
Live placements — Westland Mall banner + in-mall digital kiosk · Lifestyle product photography
Macy's in-store kiosk mockup + live paid social on Meta / Ipanema USA
Paid social video ads — 4:5 format, reformatted and re-cut from HQ source footage
321×42 horizontal banner — Westland Mall, Miami
Print, OOH, digital display, paid social, social video, and Times Square — all executed from a single campaign source.
Each output independently retouched, laid out, and color-corrected for its specific format and viewing distance.
Times Square, Westland Mall, Dadeland Mall — plus Macy's retail placements nationally.
Shakira's global audience + Ipanema's brand reach + Macy's retail footprint = massive campaign exposure.