Role
Art Direction, Brand Identity and Campaign Visual Language

About
A fictional luxury egg brand for Canva that blurred the line between campaign and reality.

1.4B impressions · +200% website visits · 570K engagements

The One Show Merit · Clio Silver and two Bronze awards · Cannes Lions Shortlist

Canva
2025

About
Gracyovos is a viral brand campaign created for Canva, inspired by one of Brazil's biggest internet memes: Gracyanne Barbosa's well-known love for eggs. The campaign introduced a fictional premium egg brand so convincingly that audiences, creators, and even news outlets believed it was a real business before the reveal.

The challenge was to build a brand that felt instantly recognizable and commercially credible while embracing the absurdity that made the idea entertaining. Every touchpoint, from the visual identity and packaging to the website, social assets, and launch materials, was designed to make the brand feel authentic enough to exist beyond the campaign itself.

As part of the art direction team, I helped shape the visual identity and branding system, balancing luxury aesthetics with humor to create a brand that felt both aspirational and unmistakably Gracyanne. The result was a campaign that blurred the line between fiction and reality, demonstrating how Canva's AI-powered creative tools can transform an idea into a fully realized brand in just a few steps.

My Role
Art Direction and Brand Identity, Campaign Visual Language

Team
ECD Global: Cat Van Der Werff
CMO: Zach Kitsche
Head of Marketing LATAM: Ruoshan Tao
Líder de Marketing: Felipe Godoy
Diretor de Criação LATAM: Raul Taborda
Strategy Director: Bruno Sabino
Art Director: Laissa Moreira and Thais Brito
Redatores: Felipe Rulito Sorani, Igor Moura, Daniel Barreto, João Abílio
Redes Sociais: Bruno Sabino, Daniel Barreto, João Abílio e Gabriel Lima
Motion Designer: Estevan Suñé
Líder de Produção Criativa: Livia Canto

Recognition
The One Show Merit, Clio Silver & Bronze, Cannes shortlist

Laíssa Moreira

Gracyovos

Canva

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