Rebranding trilogy

Instead of launching a logo, tell a story. I directed, wrote and animated Thales Criativo’s rebranding trilogy: three Reels showing where he came from, who he became and what he created, until the new brand appears in the final chapter.

Where I came from. An old computer, a 2000s desktop and forgotten files. Nostalgia opens the story, and a system error warns that the old structure no longer fits. 400K views in under 24 hours.

Who I became. Warm-toned illustration, a fall into the void and life’s layers arranged like an editing timeline: routine, grief, attempts, starting over. 1M views in 5 days.

What I created. Through the peephole, a hallway of orange doors leads to the only blue one. On the other side, the real Thales presents the new visual identity. It was the most viewed chapter: 1.5M views in 24 hours.

Around 4 million views in 17 days, with every chapter passing 1 million. 969K profile views in 30 days. In chapter 1, 55% of viewers didn’t follow the profile, with an average watch time of 22 seconds. A visual identity isn’t a delivered file: it’s a story the audience chooses to share.