filipe arantes
beauty-driven art director.
social content & pop culture
Avon . Lipstick Party
What if buying a lipstick could throw a party?
Avon brought together Ivete Sangalo and Ana Castela to remix the iconic Festa, turning the hit into the soundtrack of Avon’s Lipstick Party.
The campaign celebrated one of the brand’s most iconic products while inviting people to join the party and discover that buying a lipstick could even win them a house.
VML
Executive Creative Director: Roberta Harada
Creative Director: Clauber Volinsky, Leônidas Pires
Associate Creative Director: Layana Leonardo
Art Director: Filipe Arantes, Inácio Barbosa
Copywriter: Naira Bentes
2025
Avon . Battle of Ingredients
To launch two new skincare icons, Avon turned ingredients into entertainment.
Hosted by Mari Gonzalez and Nicole Bahls, two icons themselves, the campaign presented Vitamin C and Hyaluronic Acid in a duel of icons, competing side by side in a playful showdown. Instead of rivals, the ingredients were framed as equally powerful allies working for your skin.
Through a series of digital films and posts, the duel highlighted the benefits of each formula while showing that, combined, they help you achieve healthier and more balanced skin.
VML
Executive Creative Director: Roberta Harada
Creative Director: Clauber Volinsky
Associate Creative Director: Layana Leonardo
Art Director: Filipe Arantes
Copywriter: Luisa Cativo
2024
Avon . Power Stay Anniversary
What if all your lipstick tricks weren’t necessary?
For the Power Stay Anniversary, Avon played with the endless tips people share to avoid smudging or transferring lipstick. Blotting, powdering, setting.
But with Power Stay, none of them are needed. A long-lasting lipstick that stays put for up to 16 hours.
To celebrate it, the campaign marked the anniversary with the lowest prices of the year.
VML
Executive Creative Director: Roberta Harada
Creative Director: Clauber Volinsky
Associate Creative Director: Layana Leonardo, Juliana Martins
Art Director: Filipe Arantes
Copywriter: Naira Bentes
2025
Avon . Power Stay Carnival
“The day goes on. The power stays.”
For Carnival, Avon celebrated the real Queens of Carnival. Women who keep everything moving behind the scenes and whose POWER lasts far beyond the spotlight.
The campaign told the stories of Juliana Rufino, who performs in street blocs in Rio de Janeiro, and Vivi Assis, a delegate of the Associação de Nanismo do Brasil who shines in the Rio samba parades while also being a mother and grandmother.
Just like them, Power Stay makeup keeps going. The day passes, the power stays.
Wunderman Thompson
Creative Director: Roberta Harada
Associate Creative Director: Layana Leonardo, Rafael Ávila
Art Director: Filipe Arantes
Copywriter: Pedro Lins
2024
Avon . Other Projects
A series of social-first campaigns connecting beauty with internet culture.
From testing the long-lasting performance of Power Stay, to reviving the viral meme “Bota a Cara no Sol” for the launch of Sunkissed, and creating skincare storytelling for Renew.
The work also includes the concept and visual direction for Baile de Bonita, Avon’s party inside Big Brother Brasil, featuring performances by Pedro Sampaio, Gloria Groove and Luísa Sonza.
Wunderman Thompson
Creative Director: Roberta Harada
Art Director: Filipe Arantes
Copywriter: Marina Migliorucci, Tati Lopatiuk
2021-2024
