Patrick Costa - Black App Magalu 2023

Black App Magalu

Black App is a classic e-commerce campaign from Magalu, one of Brazil’s largest retail brands. In 2023, we took on the challenge of elevating the campaign’s entire verbal and visual identity.

The key communication pillars were positioning the SuperApp as the main destination for customers, highlighting Busca no Magalu (a brand initiative that showcases the wide range of products available on the platform), reinforcing the power of Black Friday offers, and communicating benefits such as free shipping and ultra-fast delivery across Brazil.

Key Visual

We wanted something bold and impactful, going beyond a traditional “black” aesthetic while embracing a more daring approach to 3D. The three-dimensional elements added depth and realism to the typography and products showcased, creating a visual experience designed to capture attention and make the brand stand out.

SuperApp

Film

We introduced a playful visual language where the audience, alongside the characters in the film, discovers that something different is happening within the app. As the characters explore the platform, they are surprised by all the benefits of taking part in the campaign. To bring this narrative to life, we used 3D interventions that helped make the campaign’s key assets more tangible and engaging.