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About Me

Christiano Abrahao

HELLO THERE

Senior Creative Director/ Brand Builder | 2x Grand Prix Winner

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 Microsoft, Google, Apple, Adobe, Samsung, Meta, Airbnb, Instagram, YouTube, Netflix, and more. Throughout my career, I led and mentored teams of various sizes, holding extensive management experience. 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, to name a few. My work has been recognized by major awards and has garnered hundreds of millions of spontaneous views, including one of the most viewed pieces on VICE. Lately, our project ADLaM for Microsoft was ranked Ad Age’s #1 campaign of Cannes 2023. I am available for projects and open to the right full-time opportunity. Feel free to say hi.

Microsoft

GAVE THE FULANI TOOLS TO SAVE THEIR CULTURE

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Microsoft

ADLaM

Design, experience and activation for Mccann NY

The Fulani people of West Africa are the world’s largest nomadic group. They speak Pulaar, a language that didn’t have an alphabet. They relied on spoken words to pass on knowledge and traditions or were forced to use foreign alphabets. Consequently, illiteracy thrived, and young people started to use foreign languages instead.

Determined to preserve their people’s language, two brothers, Ibrahima and Abdoulaye Barry, created a handwritten alphabet for Pulaar. The alphabet, however, didn’t have a digital form to reach the 40 million global Fulani community.

Usually, an alphabet takes hundreds of years to evolve to its final form, but by using real-time community feedback, we helped them to revise and evolve their letterforms. We helped the Barry brothers to rebuild ADLaM for the digital age.

This new version of the alphabet is now accessible on over one billion devices around the world. Now the new alphabet is being used on social media to fight illiteracy. The first ADLaM-focused schools will open this year in Guinea. The Government of Mali is in the process of recognizing the alphabet in its constitution, and Guinea is coming next.





Adobe Premiere

SHOWCASED THE FANTASTIC WORLD ADOBE CAN BUILD

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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.

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.

Apple

HELPED PUT APPLE MUSIC BACK IN THE GAME

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Apple

APPLE MUSIC NOTE

Rebrand, TV, Digital OOH ... At TBWA/MAL

I had the opportunity to co-lead a pitch at Media Arts Lab for the Apple Music's business. At that time, Apple had 800 million subscribers, who were one click away from its music streaming trial. The goal was to double their subscriptions to compete with Spotify. However, new users found Apple Music confusing as it was housed within the iTunes App. To address this, Apple evolved the App, and its music note icon became the symbol of its music streaming service. We then created a global design system to expand the icon's meaning and showcase the wide range of content available on Apple Music. We collaborated with 72 musicians from different genres and styles to create bespoke artworks incorporating the iconic note at the center of each story. The goal was to give users a taste of what lay behind the icon and highlight the 45 million songs, playlists, videos, podcasts, and more available on the platform.

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.

Apple Watch + Apple Music

DEMOED THE FREEDOM THIS COMBO CAN PROVIDE

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Apple Watch + Apple Music

ROLL

Global Launch At TBWA/MAL

While at Media Arts Lab, we proposed a system for Apple Music to enhance and be enhanced by Apple products. The ideo for Apple Watch 3 meant to showcase the freedom of going about your daily activities while having 40 million songs that can be streamed from your wrist.

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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Microsoft

MADE MUSIC ACCESSIBLE TO ANYONE

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Microsoft + Invictus Games Foundation

ANTHEM FOR ALL

Activation, Online composer, Editotial at Mccann NY

Anthem for All is an initiative by Microsoft and Invictus Games Foundation. It used bespoke technology to enable disabled military veterans to play instruments and create an inclusive anthem to be played at 2022's Invictus Games in the Hague. The team adapted existing tech and created bespoke solutions to assemble an orchestra of instruments that could be played with limited hand mobility or eye movement. We then created a digital component online and expand the access to everyone from anywhere.



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.