Odara

Odara competed in a market saturated with aesthetic clinics selling ideals of perfection, speaking mostly to an audience already fragile from impossible beauty standards, people who needed to hear a different message than the one the whole market kept repeating.

We saw that this standard of perfection erodes people's self-esteem and feeds shame about who they really are. There was real space, and a real need, for the opposite path: making room for each person to simply be themselves.

We built a positioning where the brand doesn't try to change anyone, but highlights what each person already has that's best. The core question became "what does living your best mean to you?", with Odara as a partner in that journey, never an authority on who someone should be.

This positioning expanded the brand's own services, moving beyond pure aesthetics to embrace a more holistic side, becoming a genuine partner to people in their pursuit of wellbeing.

Odara grew from a local brand into a franchise with multiple units across Brazil. The relationship with the client was built on real openness to discuss business, which allowed the brand to reach more powerful places.

We needed to reposition men's self-care in Odara's communication, speaking to men who still surround the topic with stigma, or simply avoid it altogether.

Masculinity doesn't need to be a barrier to wellbeing. The problem was never men not wanting to care for themselves, it was the serious, distant way the topic was usually addressed.

We started from the provocation "men aren't all the same" to open that conversation with lightness, irony, and relatability, including the films "Marcos's Secret" and "Men Care Too."

Carousel, videos, posts, and an outdoor mockup, inviting men to see themselves differently, closer to their own wellbeing.

We turned a stigma-heavy topic into a real, good-humored conversation, opening a new kind of dialogue about masculinity and self-care.

For Women's Month, we needed to reposition the brand's narrative around feminine beauty, speaking to women tired of seeing their own beauty described through eyes that weren't theirs.

For a long time, feminine beauty was written by someone else. There was a real opportunity to return that narrative to the people it always should have belonged to.

We turned Odara's feed into a movie screen, placing the brand's own clients as protagonists of their stories, using cinematic references to talk about real beauty, freedom, and authenticity.

Teaser, main video, and stories, with visual curation inspired by film language.

If cinema inspires, Odara started to drive forward: a more real beauty narrative, built alongside the very people it represents.