99Pay – Guilherme Glir

I particularly enjoy projects that come to me with a challenging problem to solve. And look at what 99Pay brought to the table: demystifying Bitcoin in Brazil to try to make cryptocurrency more popular within the 99 app. Quite complex, isn’t it?

We began by developing a versatile concept that appealed to the younger audience and finished it off with a visual style that evokes funk/trap/dancehall vibes.

With the mood and concept approved, we conducted a photoshoot blending vibrant, diverse, and youthful characters to infuse the campaign with the energy of Generation Z.

With this visual power established, we needed to make the campaign big in the digital space. That’s when I sat down in front of my computer, put on a trap beat, and wrote a funk song. Yes, you read that right! For the first time in my career, I wrote song lyrics. Funk lyrics. A funk song about Bitcoin. :O Press play below, DJ!

With a funk track produced so beautifully and professionally, we couldn’t think of anything better than making a funk music video for this song.

And since the idea was to popularize Bitcoin and dispel the myth that cryptocurrency is just for the elite folks on Faria Lima Avenue, we took the bit to the most famous beach in Rio de Janeiro.