THE CHALLENGE

Fred, the dynamic host of Desimpedidos (one of Brazil's biggest YouTube sports channels), was starring in a YouTube Originals series documenting his high-stakes futsal journey with the legendary Magnus team. The series offered an exclusive look into professional futsal, blending passion, excitement, and determination. YouTube Brazil needed compelling marketing visuals that would capture Fred's energy and inspire viewers to tune in, cutting through the noise of sports content saturating Brazilian audiences.

STRATEGIC APPROACH

The creative strategy centered on one insight: this series is fundamentally about pressure. Fred was putting everything on the line, where one misstep could make it all come crashing down. That tension became the visual centerpiece. The key art featured Fred balancing a ball on his head in front of a packed crowd, symbolizing the delicate, high-stakes nature of his journey. This imagery communicated both the spectacle and the vulnerability at the series' core, differentiating it from typical sports entertainment that focuses solely on triumph.

EXECUTION & IMPACT

From that central concept, developed a full marketing suite including banner ads, social graphics, and email assets that embodied Fred's infectious energy while maintaining underlying tension. The campaign rolled out across YouTube, YouTube TV, Google Play, marketing emails, and social platforms (Twitter, Facebook, Instagram), creating cohesive touchpoints that drove viewership for the series launch.