On Immersive Narratives & Cultural Perception
How can patterns within culture become experiences that change the way we see and understand a place?
É Tudo Nosso (It's All Ours) explored how cultural insight could reveal the stories and behaviours shaping Brazilian sports culture. Rather than presenting information digitally to Nike’s US leadership team, the project investigated how these insights could become spatial, emotional and interactive experiences they could physically move through.
Data, storytelling and spatial design were translated into an immersive environment, transforming abstract information into tangible moments of discovery and connection.
Immersive Journey
The research process explored youth culture and everyday sports life across Brazil, from breakdance battles and street basketball in São Paulo to surf and running communities in Rio de Janeiro.
These observations shaped the atmosphere and narrative of É Tudo Nosso, creating an immersive exhibition experience co-created with local street artists and rooted in the cultural environments it represented.
Fine art photographer Marcio Simch joined the journey through his analog practice and sensitivity toward urban textures and youth culture.
Working with 4x5 film, medium format and Polaroids, his imagery introduced a rawness and intimacy that became an essential part of the overall visual language.
The exhibition environment at the Nike headquarters in São Paulo combined photography, projections, printed matter, physical installations and layered spatial storytelling into an immersive journey through the cultural realities, atmospheres and insights shaping Nike in Brazil.
Collaborative Lens
Roles
Creative Direction, Concept Development, Art Direction and Exhibition Design at Pharus Design, São Paulo for Nike Brazil
Parts of the Process
My physical model became a way to think and feel through the environment before it existed. Working analogue here allowed spatial relationships, narrative flow and moments of interaction to be explored intuitively.
The process helped ideas evolve through experimentation, collective conversation and continuous refinement throughout the project.
