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10 THINGS I HAVE DONE

About Me

Christiano Abrahao

HELLO THERE

Creative Director/ GCD based in NYC

I'm an award-winning Senior Creative Director based in NYC. I work mostly on a project basis with technology brands envisioning global and US platforms – creating engaging films and content for various mediums. My experience includes brands such as Google, Apple, Samsung, Adobe, Microsoft, Meta, Airbnb, Instagram, YouTube, Netflix, and more. I led and mentored teams of various sizes, holding extensive management experience. In some cases, I also contributed hands-on as (CW or AD) when help was needed. Throughout my career, I collaborated with very talented individuals at renowned places, including 72andSunny LA, TBWA/MAL, Wieden+Kennedy Amsterdam, Google Creative Lab, VICE, B-Reel, BBH, McCann NY, @Radical Media, Airbnb, Meta, and many others. My work has been recognized by major awards and has garnered hundreds of millions of spontaneous views, including one of the most viewed pieces at VICE. I am available for projects and open to other opportunities. Feel free to say hi.

Google Maps

LAUNCHED GOOGLE MAPS AS A BRAND

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Google Maps

HELLO WORLD

Brand launch at Google Creative Lab

On the brink of Apple launching its version of Maps, we were briefed to create a stronger brand presence for Google Maps that went beyond the general map icon in everyone's phones. Google had spent a decade going to every corner of the world to build their extensive database, and it was time to remind people of how awesome Google Maps simply was. So we decided to take them on a journey.

Adobe Premiere

SHOWED PEOPLE THE FANTASTIC WORLD THEY CAN BUILD WITH ADOBE

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Adobe Premiere

FANTASTIC VOYAGE

Global 360 campaign at 72andSunny LA

I joined 72andSunny to help creating this fantastic world of Adobe Premiere. After a few twists and turns we changed direction and rebuilt this spot on post. A very crafty and detail orientated job that resulted on this fun film. The hard work paid off at the end.

Apple

HELPED PUT APPLE MUSIC BACK IN THE GAME

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Apple

APPLE MUSIC

At TBWA/MAL

I went to Media Arts Lab to help lead a pitch for the Apple Music business. We worked on a new vision for the global brand and also presented a way Apple Music could empower and be empowered by Apple products. While this Apple Music + Apple Watch 3 commercial expresses the freedom this combo provides, the new Apple Music identity builds on Apple’s visual property to display its unique music content.

Microsoft

GAVE THE FULANI TOOLS TO SAVE THEIR CULTURE

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Microsoft

ADLaM

Editorial, content, design and innovation for Mccann NY

For Microsoft Unlocked, a platform I oversaw at Mccann NY, we told the story of ADLaM, an alphabet two brothers created for the Fulani, a West African nomadic group. Adlam is an acronym for “the alphabet that protects the people from vanishing.”

Every three months, a language dies, taking a culture with it. Without their own alphabet, the Fulani struggled with high illiteracy rates and a young generation more inclined to learn a language they could text with – which made the future of their language Pular uncertain. Working in partnership with the Barry brothers, Microsoft helped to complete the encoding of the Alphabet.

Being that major revisions were still needed, we worked with typeface experts (Neil Patel, Mark Jamra, and Andrew Footit) to revise the letters of the alphabet and created a font for the new optimized version of it called ADLaM Display. Click to launch the article.

Samsung

INSPIRED PEOPLE TO PUSH PAST THE POSSIBLE

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Samsung

GALAXY S8 ULTRA TAB

Global launch at BBH

Innovation is in the core of Samsung and its products are the biggest proof of that. We worked on the global launch of this tablet that claimed to have the largest screen ever but yet to be the thinnest tablet out there. A product that truly redefined what was possible.Pushing what’s possible became the core of our campaign. Which not only inspired people to go beyond what’s possible for them but also inspired us to push ourselves in the making of the film. To achieve a higher level of realism, we partnered with Rubberband and mechanically built the props so they would all expand on camera.

Google Maps

HELPED GOOGLE TO TURN MAPPING INTO STORIES

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Google Maps

GOOGLE TREKS

Content platform at B-Reel

At B-Reel I worked on the second phase of the "Hello World" campaign we created at Google Creative Lab. I helped them to find a voice and a direction for the Treks platform they had just launched. The platform expanded the concept of armchair travel and highlighted Google's efforts to map the most remote and stunning places on earth. I also got to work in many different stories. Click to launch Google Treks.
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EA Games

INTRODUCED A NEW KIND OF FOOTBALL ON THE STREETS

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EA Games

FIFA STREET 3

Global launch at W+K Amsterdam

With a tiny budget and the task of changing the negative impression left by its previous version, this campaign needed to get people excited about FIFA Street again. The game had a whole range of new moves but no media money to get the news out there. So we decided to dramatize the story by fabricating the game moves in a real environment and just pretended there was
a new kind of football being played on the streets. The video was picked up by many channels and was watched by over 20 million people in the first month of release – in a time Youtube had a sixth of its today’s users.

Google Search

TRIED TO CHANGE THE WAY PEOPLE SEARCH

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Google Search

MEET THE GOOGLE APP

TV and online campaign at 72andSunny

I worked on this campaign with the Google team at 72andSunny. Where most people use Google Search in their mobile browsers, the Google App offers various features beyond search that can make our lives much easier and it's available on other operating systems besides Android. The campaign consists of everyday situations where the App could have been of great help.
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Pernod Ricard

SHOWED THE WORLD THAT VODKA CAME FROM POLAND

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Pernod Ricard/ Wyborowa

WODKA WARS

Unbranded documentary at W+K Amsterdam

Wyborowa is the most traditional Polish vodka and wanted to reinforce its authenticity by claiming for Poland the title of vodka's birthplace. We teamed up with VICE TV and the Palme d'Or winning production team of Fahrenheit 9/11 to produce a documentary as we investigated the subject. The full piece can be watched at VICE.

K-Swiss

TAUGHT PEOPLE HOW TO
FIND BEAUTY IN THE UGLY

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K-Swiss/Palladium

UNEVEN TERRAIN

Brand relaunch and content series at VICE

At VICE, I won the business of Palladium Boots; an old French brand K-Swiss had acquired. We relaunched Palladium from scratch as this uniform of the modern day explorer, standing for unusual travel destinations and urban explorations. A small documentary crew would go to places, and the captured material would then be spread through multiple channels. For the launch, we visited Centralia, a city that has been on fire for 45 years, found some interesting ruins in New York and went around the country looking for abandoned missile silos. We aired a show at VICE TV called Uneven Terrain, and many other stories followed with hosts such as Johnny Knoxville, Odette Annable, and Pharrell Williams to name a few.

Gagosian Gallery

LAUNCHED THE FIRST GALLERY APP FOR IPAD

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Gagosian Gallery

GAGOSIAN APP

At Radical Media

In the early days of the iPad, I worked with the team at Radical trying to figure out a way to turn the gallery into an interactive experience. It was an exciting challenge to use design to tell the story of these amazing art pieces. The project was a mix of designing, curating and organizing content.

VICE Media

MADE ONE OF THE MOST WATCHED VIDEOS ON VICE

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The VICE Guide to Sex

WATERMELON WOMAN

Video stories at VICE

We flew to Rio to meet Andressa Soares. The biggest butt of Brazil. The ability to shift her oversized bottom in up to six different speeds made her the new sensation of the country. We spent a day with her to see how she takes care of her 117 cm diameter bread earner. For many years this was ranked as the most viewed video on VICE. Watch full piece here.

Motherboard

OSCAR NIEMEYER

Video stories at VICE

While flying cars aren’t exactly a reality yet, we can thank Oscar Niemeyer for creating buildings that bring the future that much closer. He had quite a story to tell, considering he was 101 years old and one of the most renowned architects of the past century and all. I met him at his office. Yes, he was still going to work at 101. Watch full piece at VICE.

VICE Meets

COFFIN JOE

Video stories at VICE

I sat down for a long chat with Brazil's reigning cult filmmaker José Mojica Marins, aka Coffin Joe. Marins usually appears in public as Coffin Joe, were able to persuade him to shed his customary garb and discuss his work over a few drinks at his local bar. Watch full piece at VICE.

The VICE Guide to Sex

OSCAR MARONI

Video stories at VICE

The Vice Guide to Sex is a collection of tasteful documentaries on all the rude, rough, insane and occasionally very gross things people around the world do. Oscar Maroni is the publisher of Brazilian Hustler and Penthouse, the producer of Brazil's top ultimate fighting show; and the owner of Sao Paulo's most luxurious brothel: Bahamas night club. He has been involved in numerous political scandals, and his name hasn't left the Brazilian headlines for years. Maroni also claims to have bedded many of today's Brazilian celebrities, contributing to an overall headcount of over 2500 girls. Watch full piece at VICE.

Google Maps

HELPED PBI TO EDUCATE KIDS ABOUT GLOBAL WARMING

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PBI and Google Maps

POLAR BEAR CAPITAL

Content piece at B-Reel

Still working with Google Maps, we partnered with Polar Bears International to help them bringing awareness to their efforts. PBI’s ongoing mission is to conserve polar bears and the sea ice they depend on. One of their activities involves live webcasts streamed from the tundra during the annual polar bear migration in Churchill. To support the webcast, we went with Google to Churchill and created an interactive experience where people can take a tour at the tundra. We also created a video piece giving an overview of what’s happening over there. You can take a tour here.

Alagoas

WORKED ON THIS MUSIC VIDEO FOR THE BAND ALAGOAS

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Alagoas

SPIDER HANDS

Music video with Señores

I worked with Marcelo Pena Costa creating this video for the Grammy-nominated band Alagoas. The video presents an intense love story unfolding on the razor edges between anxiety and harmony, happiness and doubt. It was shot in Greenpoint, choreographed by Adam Dyer, and executed by dancers Chris Rehmann and Morgan Van Gemert.
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Various

DID A BUNCH OF OTHER PROJECTS INCLUDING THIS

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Personal

BIKECAM

Photo series

I created a contraption to document my everyday cycling route along Oxford Street in London. I attached an analogue camera to a bicycle handle bar and connected the shooter to its front brake through a cable release. I had the habit of only using the front brake in urgent moments when the rear brake wouldn't be fast enough. So whenever there was any chance of collision, and the front brake was needed - the camera would act and capture the split of second before it happened.

Alcohol Concern

SEE FOR YOURSELF

360 campaign

The brief was to tell young people to consider the consequences of excessive drinking. To avoid a patronizing tone, we opted not to tell them anything but to encourage them to find their own conclusions about it. To do that we followed someone and photographed his face though 13 hours of nonstop drinking. If it weren't for their health maybe their vanity would speak up.

Pernod Ricard

THE REAL JAMES BOND

Print campaign and content at VICE

To launch Wyborowa's Real Wodka campaign we went on a search to find James Bond. We intended to serve him a glass of our Martini and hear what he had to say. As we searched for his address we were pointed to 492 men around the globe actually named Jame Bond. We couldn't meet them all but some.

Mini Cooper

MAKE SURE IT'S A MINI

Online campaign at WCRS/MEME

We created a viral website to spread rumors and educate people how to spot fake MINIs. The website is a combination of viral clips, games and printable guides. Basically the British version of the Counterfeit Campaign that ran in the US.

Dyslexic Pictures

WEDDING ON DVD

Product

People have to go through so much bureaucracy in order to get married nowadays. Why not unite the blessing of God with our practical modern lives? With options of languages, religions, venues and celebrations, this DVD is a complete wedding package and a fastback for anyone looking to achieve their life dream.