In the initial phase of the project, I was presented to the two main characters of the campaign: Anjinho (little angel) and Diabinho (little devil). The characters were developed by a third-party agency.

Then, I started working on the first key-visuals to the campaign:

From that point, we started brainstorming on some ideas to promote the campaign. Here are some of the mockups that were suggested to client.

After some readjustments made by the client, these were the chosen key-visuals to start off the campaign:

We developed a commercial. It was seen all over Brazil on television, social networks and websites and triggered a series of developments and customizations in the brand's visual identity.

Here is some of the work that was developed during and after the campaign's launch:

We also suggested the creation of a variety of different skins for the Anjinho, aiming to strengthen ties with the costumers

The campaign ended up being a huge success for Aspen Pharma, the owner of Leite de Magnésia de Phillips, reaching all goals and beyond. 

Extra: We're coming up with a little game as an Instagram filter.