Carnaval iFood

Carnival is one of iFood’s most important brand moments, and I led the creative direction of the activation end to end. This included conceiving the space, designing the full environment wrap, developing the visual identity across every surface, and, in partnership with an architecture studio, creating custom furniture.

Interactivity came through a prize wheel and an Instagrammable area that generated organic content at scale across social media. Branded items like waist bags, visors, caps, and eyewear straps were widely shared, reinforcing the brand’s presence throughout the event.

The activation delivered across all tracked metrics: coupon usage, in-app benefit redemptions, social interactions, and user-generated posts, with measurable growth directly attributed to the event.