Anitta x Free Fire Partnership

CREATIVE CONCEPT & VISUAL DIRECTION

The project’s concept was built upon three strategic pillars: the strength of the Brazilian community, which was driving the game’s global success; the concrete opportunity to expand female representation within the gaming universe; and the favorable cultural moment marked by the Free Fire World Championship taking place in Rio de Janeiro. This combination created the perfect scenario for an authentic collaboration between brand, audience, and artist — blending purpose with strategic timing.

To ground the creative direction, we conducted qualitative research with an engaged group of fans and carried out surveys across our social channels, mapping musical trends, aesthetic references, and audience expectations.

We collaborated on these projects with AKQA, AKQA Coala Lab, Lightfarm and Zebra.

Building on these insights, the visual concept was designed as a meeting point between the glitter of the pop stage and the authentic energy of the streets and communities that propelled the game’s success in Brazil. This fusion guided the entire art direction, resulting in a vibrant and contemporary aesthetic.

The visual language materialized through an intense color palette, featuring neon and metallic accents over urban textures, and a typographic system that balanced personality with functionality. Graphic elements blended show and performance iconography with local symbols and references from peripheral culture, aiming for genuine representation free of stereotypes.

Throughout the process, I collaborated closely with the AKQA team as well as internal teams of design, motion, and illustration, ensuring visual coherence across all stages and deliverables. My role included strategic decisions regarding visual hierarchy and adaptability, while ensuring that the artist’s identity integrated organically into the game universe without overpowering or diluting either voice.

CREATIVE STRATEGY

As part of the campaign, a character inspired by Anitta herself was developed, incorporating elements of her visual identity, career, and musical style. This character became the bridge between the game and the artist’s universe, allowing fans of both to access a unique in-game experience within Free Fire.

In addition to the character design, exclusive in-game items were created (including skins, accessories, and thematic elements) reflecting the artist’s aesthetic. Every detail was carefully designed to convey Anitta’s power, personality, and multifaceted identity within the game ecosystem.

The entire visual creation and in-game development were carried out collaboratively, integrating design, narrative, 3D production, and creative direction teams.

My mission was to ensure that all deliverables were aligned with the Free Fire team’s needs and that the project progressed in a structured and consistent manner.

The result was a cohesive visual universe, capable of expanding the artist’s presence within the game while simultaneously strengthening Free Fire’s cultural connection with the Brazilian audience.

It was one of Garena's largest collaborations in Brazil, officially launched in 2022.
The official music video surpassed 50 million views on YouTube.
The campaign gained significant international coverage, being featured in outlets such as Billboard Brazil, IGN, UOL Start, and G1 Pop & Arte.
The campaign was a finalist and received awards in advertising and digital marketing competitions, including CCSP 2022 and a Shortlist at the Effie Awards Latin America 2023.
To close the project, Anitta performed live at the Free Fire World Series 2022 final in Rio de Janeiro, in a show watched by millions of viewers via simultaneous broadcasts.