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.
Kraft
VELVEETA GOLD
Social and PR Activation with Johannes Leonardo
Velveeta’s golden yellow is more than just a color—it’s a statement. For this campaign, we leaned into the brand’s irreverent, confident vibe by introducing Velveeta Gold, a limited-edition hair dye. Julia Fox, known for her fearless attitude, took the brand’s signature shade courtside. The look attracted paparazzi, generated online buzz and made headlines in the entertainment press. It brough to the attention that Velveeta isn’t just about food—it’s a lifestyle.
Microsoft
ADLaM
Design, experience and activation with 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.
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
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
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
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.
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