7Days Croissant

Creative Concept &
Art Direction

For the launch of 7Days, the world’s first packaged croissant to enter the Brazilian market, I was responsible for developing the creative concept, in collaboration with Live and Leo Burnett.

The campaign reflects the fast-paced lifestyle of Gen Z in large urban centers, where practicality, speed and convenience are essential to keep up with daily routines.
The concept is built around the idea of having a quick, easy-to-eat product designed for
life on the move, fitting naturally into the everyday activities of young people and adults.

Visually, the project features bold and dynamic imagery that reinforces 7Days’ BOLD brand positioning, connecting urban culture, consumer behavior and contemporary visual identity.