WE PICKED SEVERAL CITIES WITH “IT” IN THEIR NAMES
TO LAUNCH THE SERIES ‘IT:
WELCOME TO DERRY’ ON HBO MAX.

In Brazilian cities like Itabira, Itu, Itajaí, Curitiba, and Itanhaém,
we created exclusive billboards that blended the universe of IT
with local culture.

Each piece highlighted the “IT” hidden within the city’s name
and featured custom lines inspired by local fears, legends, or regional traits.

Bringing the dark atmosphere of Derry closer to Brazilian everyday life
through humor and cultural references.

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My Role: Creative Directior