Alê Freire _ Creative Copywriter

Unforgettable Songs_Mares Filmes

A study conducted in Germany discovered that musical memories are stored in an area of the brain different from the one that stores regular memories. We used this discovery to create a movement that helped hundreds of Alzheimer's patients to eternalize their life stories in their memories in the form of music.

Credits
CCO: Eduardo Battiston
Creative Director: Ricardo Diniz, Douglas Kozonoe
Copywriter: Alexandre Freire
Art Director: Maicon Pinheiro

The first song created in the project became a documentary:
To see the other songs in the project, click here.

Safety WIFI _ Fiat

As the leader in sales in Brazil for 13 years, Fiat took upon itself the responsibility of fighting for better and safer driving conditions in the streets nationwide. To help on this mission, we started by trying to change an old and dangerous Brazilian habit: forgetting to put on the seatbelt in the backseat.

Credits
CCO: Fred Saldanha, Marcelo Reis
Creative Director: Márcio Juniot,  Pedro Utzeri, Marcelo Bruzzesi, Eduardo Battiston
Copywriter: Pedro Furtado, Alexandre Freire
Art Director: Vitor Menezes, Maicon Pinheiro

There’s always a job that wants to F*¢# you _ Escola CUCA

For CUCA’s first ever campaign, we had to think big if we wanted to grab the public’s attention in a market dominated by other international portfolio schools. And, when the subject is big, nothing better then using Brazil’s most famous porn star as the face of the campaign. Watch as Kid Cane (Kid Bengala) stars in this commercial and brings an insight that couldn’t be more real to life.

Credits
CCO: Fred Saldanha
Creative Director: Eduardo Battiston, Nicolas Ferrario
Copywriter: Alexandre Freire, João Guilherme Ferreira
Art Director: Maicon Pinheiro


In the second phase of the campaign, great names of Brazil’s advertising business gave their testimonials sharing the stories behind the jobs that most F*¢#! with their careers.

The jobs that want to F*¢# you _ Escola CUCA

Every person from the creative department of an agency has had to deal with some briefs that seem to want to F*¢# with you. To exorcise these “challenging” jobs, we created an animation where they were represented exactly as the creative people picture them.

Credits
CCO: Fred Saldanha
Creative Director: Eduardo Battiston
Copywriter: Alexandre Freire
Art Director: Maicon Pinheiro
Designers: Danilo Rodrigues, Diego Morales
Motion Designers: Fábio Del Rio, Lucas Lourenço
Illustrators: Domingos Octaviano, Sofia Moura

Assemble your Mobi on Youtube _ Fiat

The Fiat Mobi is the car that brought a new way for people to move through the city. To continue innovating, we also decided to change an ancient concept on the Internet: banners taking people away from their favorite websites. Now, Mobi also presents a new way to be assembled: enterily on Youtube.

Credits
CCO: Eduardo Battiston
Creative Director: Dogura Kozone
Copywriter: Alexandre Freire
Art Director: Maicon Pinheiro
Design: Danilo Rodrigues, Marcos Balbino

Candy Project_ Personal Project

“Words can change the world”. We decided to put this theory to the test with the Candy Project: a personal project that helped a street salesman to double his revenue, became the headline in newspapers, magazines and TV shows around the country and got thousands of smiles throughout the streets of São Paulo.

Credits
Copywriter: Alexandre Freire, Will Ferrari Jr.
Illustration: Guilherme Cruz

Pee Blitz _ Fiat

For “Pee Blitz”, we created and developed an analysis system capable of detecting the presence of alcohol in urine. During the Confederations Football Cup, we installed this device in several bars across São Paulo. When people used the urinal, the technology pointed out if they had consumed liquor and alerted them to call a cab and not drive home.

Credits
CCO: Fred Saldanha
Creative Director: Eduardo Battiston
Copywriter: Alexandre Freire
Art Director: Maicon Pinheiro e Domingos Octaviano

Creatinder _ Escola Cuca

If you work in advertising, you know that finding the perfect partner is not an easy task. To solve that problem, we launched the Creatinder App. It works like Tinder, but instead of uploading selfies and writing cute quotes, here the creative upload the best work on their portfolio and write about their experience in the business. Let the brainstorms begin.

Credits
CCO: Fred Saldanha
Creative Director: Eduardo Battiston
Copywriter: Alexandre Freire
Art Director: Maicon Pinheiro
Designers: Conrado Colnaghi, Renato Campana
UX: Thiago Furquim, Silvia Melo
Developers: Francisco Adelano, Adrian Miranda, Julio Sgarbi, Gabriel Pires, Rafael Busetti, Guilherme Corsetti,Marcos Schestak

4G Magic _ Tim

The brief asked us to create a small Facebook campaign to promote TIM’s new nationwide 4G services. The client liked the idea so much, that the small budget turned into 8 short films showing that TIM’s 4G is so fast, that it seems magical. The campaign generated some of the best results ever for the brand on social media.

Credits
CCO: Fred Saldanha
Creative Director: Eduardo Battiston, Luciana Cardoso
Copywriter: Alexandre Freire, Ricardo Diniz
Art Director: Maicon Pinheiro, Thiago Grossi

The Halloween Protest _ Personal Project

To protest against the Brazilian Government’s terrifying corruption, we decided to create a fun personal project. Instead of werewolves and witches, at Halloween time, we made masks that would really frighten any Brazilian. On movimentohalloween.com.br, people could print their own corrupt politician mask and go out on the streets as a real monster.

Credits
Copywriter: Alexandre Freire
Art Director: Maicon Pinheiro
Illustrator: Danilo Nagura

Give your life for this house _ Under Armour

Morumbi is much more than just a stadium. It’s the birthplace of São Paulo’s story and the second house of every São Paulo fan. But for Under Armour, that wasn’t enough. To celebrate the launch of the new jersey, we took a newborn to the stadium right straight out of the maternity. Thiago Duarte Lourinho became the only fan that can officially call the Morumbi stadium his first home.

Credits
CCO: Eduardo Battiston
Creative Director: Dogura Kozone, Ricardo Diniz
Copywriter: Alexandre Freire
Art Director: Maicon Pinheiro

CTRL+V Project_Personal Project

pasteproject.com is a personal project that was born to discover one simple thing: what was the last thing people considered important enough to press CTRL+C on? What started out as a fun project, turned into a permanent website with more than 40 thousand users and thousands and thousands of shares.

Credits
Copywriter: Alexandre Freire
Art Director: Danilo Campos
Developer: Éric Havel

This is me...
a bunch of times
I was born in São Paulo, Brazil.

I lived in the US when I was a kid. I learned to read and write in English before I did in Portuguese. I visited 20 of the 50 states.

I lived in a small city growing up. I learned to love any kind of sport. I used to play handball and almost became a professional athlete. Advertising won in the end.

I studied in Spain in my early 20’s. I learned that Spanish and Portuguese are not as similar as I thought. I backpacked through a big part of Europe.
I’ve been working in advertising for almost 10 years now. I learned everything I know about it with really talented people. I love making personal projects.

I believe hard work beats talent. Any day of the week.

I care more about selling my clients than selling myself.
Citizenship
Brazilian  + Italian
Work
DM9DDB - Copywriter
2017 - Current

Mc Donald's, Itaú, Subaru, Ambev, Jonhson & Jonhson, Veja, Perdigão
Isobar Brazil - Copywriter
2012 - 2017

Fiat, Jeep, Samsung, NIVEA, Banco do Brasil, Escola CUCA, SKY, TIM, Citibank, Sadia, Sony
Sinc Digital - Copywriter 
2011 - 2012

Stella Artois, LG
ID\TBWA - Copywriter 
2010 - 2011

Visa, Natura
Ag. ESPM - Copywriter 
2008 - 2009
Education
Awards
Universidad Antonio de Nebrija  
2010 - 2011

Madrid, Espanha
ESPM (University of Marketing & Advertising)  
2007 - 2011

São Paulo, Brasil
2015

Cannes Lions, El Ojo de Iberoamerica, London International Awards, Clio Awards, Young Lions Brazil Shortlist, Animamundi Festival Finalist
Alê Freire — 2016