Tropical Santa – Holiday Sales Campaign
Categories
Client
Loja Santo Antonio
Project
Year-End Sales Promotion
Services
Advertising Illustration
Character Design
Hybrid Illustration & AI Polish
Year
2013
Loja Santo Antonio launched a year-end sales promotion that included a travel-voucher sweepstakes as the main prize. The brief called for a “Tropical Santa” — relaxed, wearing a floral shirt and ready for the Brazilian summer — acting not only as a gift-giver, but also as a travel promoter.
The initial briefing did not specify Santa’s bag, only that he should be enjoying his vacation. After developing the first sketch, the Studio identified an opportunity to strengthen the narrative. We proposed a revision: instead of generic shapes, the bag would be filled with iconic landmarks from around the world. The client approved the concept immediately. This proactive change turned the bag into a clear visual metaphor for the travel vouchers, making the campaign’s main prize instantly recognizable.
With the campaign’s background colors still undefined during the illustration phase, the Studio adopted a strategic “daylight studio” lighting setup. This neutral, sunlit look allowed the character to be dropped into different retail layouts — from bright red sales banners to beach scenes — while maintaining visual consistency and maximum flexibility for the creative team.
