creative content director
Across platforms, Nayla Saab and Andy Rodrigues generated 7.2 million and 3 million in organic reach on TikTok, respectively.
The brand's profile saw a 1,000% increase in interactions and averaged over 1 million reach per post.
On Instagram, the collab with Juliette reached 637,000 people. May closed as the brand's biggest month for follower growth, with 16,000 new followers on Instagram and 38,000 on TikTok.
Frizz Control, No Drama
Frizz doesn't warn you before it strikes. Rain, wind, a bad night's sleep — that's all it takes. For the launch of Pantene's Bamboo Serum, we built a content strategy that put frizz center stage: not as a problem to hide, but as the everyday drama of anyone with hair.
The technology came from Japan and was adapted for Brazilian hair. To translate that into content, we started from the most intimate moment: waking up to find your hair the way it wants to be, not the way you planned it. To scale the launch, Casa Pantene took over Ibirapuera Park with an immersive experience where frizz became a journey of discovery and experimentation.
Pantene | P&G | 2026 | Grey Brasil
Content Director: Bruno Borghi
SÉRUM BAMBU PANTENE
Nearly 20 million people reached. 19,800 organic mentions. 25,000 new Instagram followers, the brand's biggest growth in months. On TikTok, 18,000 new followers and an average reach of 572,000 per post. The brand's proprietary engagement rate rose 11 p.p. compared to the previous month.
Over 4 weeks, 20,000 kits were distributed across Brazil.
Influencers amplified it, the audience wanted in, and the hashtag #ProtagonistaPantene became a movement. The promotion selected 4 girls to become the brand's new voices.
Pantene | P&G | 2025 | Grey Brasil
Content Director: Bruno Borghi
The brand's biggest UGC campaign in Brazil
Pantene was seen as the older sister's brand. The challenge was to win back Gen Z in a beauty market more competitive than ever.
The solution was to stop creating for Gen Z and start creating like Gen Z. The campaign turned the brand's universe into an open stage, with a visual identity inspired by the girly, 90's aesthetic this generation made its own language. Press kits, pop-up stores, stickers, accessories — all designed to be objects of desire and content triggers.