Unilever invited me to do something advertising rarely does with cleaning products: make the brand desirable. With Vim (known globally as Domestos), the challenge was to translate a global powerhouse to the Brazilian market without repeating the obvious category clichés.

Instead of following the usual visual codes, I treated Vim like a fashion product: attitude, presence, and personality. In a noisy, predictable category, the brand steps into a heroic role, not just because it cleans, but because it transforms the bathroom into a high-tech, fashion-forward, fully disinfected space.