INCREÍBLE COMO MI MAMÁ

The Increíble Como Mi Mamá campaign by Estée Lauder paid tribute to the unique bond between mothers and children, turning Mother's Day into a moment of beauty, tradition, and shared experiences. Running across Latin America, the campaign took over stores with vibrant visuals and limited-edition product sets, reinforcing the brand's legacy of elegance and self-care while boosting sales during one of the most important retail moments of the year.

❯ I was responsible for the full creative process, including concept development, key visual design, and on-set art direction.

Client
Estée Lauder

Project
Digital Campaign & Retail Ambientation

Role
Creative Director, Art Director

Mother's Day is the second most important retail occasion in Latin America, offering a unique opportunity for brands to build emotional connections and boost conversions.

Our strategy focused on the bond between mothers and children, highlighting the way beauty and self-care are passed down through generations.

To bring this to life visually, we assigned each packaging color a meaningful adjective representing motherhood - radiant, passionate, brave, caring, and lovable.

These shades became the visual identity of the campaign, paired with a tie-dye pattern, creating a striking point-of-sale presence that was both engaging and aligned with the brand's sophisticated aesthetics.

Agency: Mestiça
Creative Director: Luiz Parpulov
Art Director: Cyntia Naomi
Copywriter: Martim Batista
Planner: Patrícia Marco
Motion: João Manfrinato
Producer: Andressa Zeni
Video Production: Sweet Filmes

© Cyntia Naomi, 2015-2025. All rights reserved.