The Challenge
Frávega approached us ahead of CyberMonday with an ambitious challenge: Increase ROAS by 50%, create content for every product category, and build a campaign capable of standing out in one of the most competitive weeks of the year. To break through the noise, we needed a recognizable face, a unifying narrative, and a creative approach that could work across dozens of formats and hundreds of SKUs.
Our Goals
The goals were clear and performance-driven: • Achieve a 50% increase in ROAS • Build a scalable content system covering all product categories • Maximize brand visibility during CyberMonday • Use a strong central character to unify messaging and boost recall
The Creative Approach
We chose actor Diego Reinhold as the campaign’s central character—versatile, humorous, and instantly recognizable. We placed him in everyday contexts where he reacted dramatically (and comically) to CyberMonday deals, acting as a translator of excitement for the audience. Each product category became a mini-universe with its own tone, visual language, and tempo, but always anchored by Reinhold’s presence. This structure allowed us to scale content efficiently without losing coherence or personality.
Team Behind the Lens
This campaign required precision, speed, and an agile creative mindset. With dozens of deliverables and a tight timeline, every team—creative, production, scripting, and post—worked in synchronized flow. Reinhold’s improvisational flexibility elevated the narrative, bringing humor and spontaneity that connected deeply with viewers. The project is a testament to tight collaboration and the ability to produce high-volume content while maintaining quality and consistency.
Production Highlights
We developed a modular production setup that allowed us to film multiple scenarios and product categories in a single shoot. We used controlled lighting, fast lens setups, and a mobile art direction system to switch scenes rapidly. The combination of structured comedic beats and dynamic camera work gave each piece a distinct personality while keeping the overall universe cohesive. Post-production focused on speed and clarity—precise editing, branded motion graphics, and optimized deliverables for every platform.
The Impact
The campaign delivered beyond expectations: • ROAS increased by more than 50% • Massive engagement driven by Reinhold’s presence and humor • Content system scaled across all product categories without dilution • CyberMonday became one of Frávega’s strongest performance periods of the year This campaign set a new benchmark for high-volume, personality-driven performance content.
More Works
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