SUN-MAID - IMAGINE THAT!
As Chief Creative Officer, I led the “Imagine That” campaign for Sun‑Maid, launched in the U.S. in January 2021. The campaign marked a bold repositioning of the brand—reframing raisins not just as a healthy snack, but as a catalyst for creativity and imaginative play. Aimed at connecting with modern families, “Imagine That” brought everyday moments to life through vivid storytelling and playful visual scenarios. The campaign was produced by Brazil’s renowned O2 Filmes and directed by Marcus Alqueres, blending cinematic craft with fresh creative direction. The result was a vibrant, modern take on a classic brand, positioning Sun‑Maid at the intersection of nutrition and wonder.
Credits
Advertising Agency: Quench, USA
Chief Creative Officer: Ronaldo Jardim
Executive Creative Director: Bill Starkey
Art Directors: Bill Starkey, Keith Seaman
Copywriter: Sam Renner
Integrated Head of Video: Matt Campbell
Group Account Director: Ami Lawson
Account Director: Sonya Cooper
Account Executive: Courtney Bila
Production Company & City: O2 Filmes
Post Production & City: O2 Post
Director: Marcus Alqueres
Executive Producer: Rafael Fortes
Producers: Rejane Bicca, Luiz Braga, Chica Mauger
Line Producer: Edney Tamashiro
Director of Photography: João Pádua
Visual Effects Company & City: O2 Post
Animation Company & City: O2 Post
Post Production General Manager: Paulo Barcellos
Post Production Executive: Felipe Andriolo
Post Production Executive Assistant: Rafaela Bitencourt
Post Production Coordinator: Rosa Felix
Post Production Coordinator Assistant: João Pedro David
Visual Effects Editor: Rosa Felix
Post Production Account Manager: Paola Ziari
VFX Producer: Rodrigo Guedes
VFX Line Producer: Jéssica Madeira
VFX Supervisor: Emerson Bonadias, Gilmar Moraes, Ricardo Bardal
VFX Compositor: Luciano Cequinel, Rafael Casagrande, Renan Ashikawa
3D Supervisor: Ricardo Bardal, Gilmar Moraes
Animation, Rigging & VFX: François Puren
FX TD: Chrystie Lira
VFX & RND: Edvaldo Souza
Modeling: Bruno Sabe
Modeling & Texture: Gustavo Groppo, Leonardo Chung
Generalist & Modeling: Max Beggs
Art Director & Coordinator: Luis Dourado
Matte Painting: Adriana Cardozo, Felipe Rio Branco
Concept Artist: Bruno Jacob
Editor: Pedro Andreta
Music Company & City: Punch Audio
Executive Producer: Lili Aragoni
Music and Sound Design Supervisor: Cristiano Pinheiro
Composer: Tony Berchmans
Sound Design Company: Punch Audio
Sound Designer: Gustavo Guanaes, Fernando Martinez
Producers: Letícia Nunes, Juliana Pontes