Campanha Sofás Lider 2024

To promote Lider Interiores' 2024 sofa line, we sought to capture the spontaneity of moments experienced on this piece, which occupies an important space in the decor of every home. Based on the idea of "Comfort for all moments", we developed the creative direction, visual identity, printed and digital content for the campaign, which resulted in a catalog with featured items.

The guiding concept added to our project the reflection on the presence of the sofa in the most diverse situations in our lives. To materialize these configurations, we divided these experiences into three different moments - social, rest, and living together -, which guided the production, photographic direction, and interaction between the characters.

As a visual solution, we followed the identity guideline created for the brand's 2023 sofa campaign. The minimalist graphic design highlights the photographs of Ruy Teixeira and the videos of Paula Dante, allowing the models to take center stage in the materials.