Lider Sofas Campaign 2023

Sofas are key items within the product mix of Lider Interiores, a furniture brand with 8 decades of tradition in Brazilian design. For the advertising campaign promoting their line of sofas, we proposed the concept "Comfort for all senses," which sought to embody the intimate idea of coziness that each person holds.

In addition to the concept, we also undertook the creative direction for the campaign's photoshoot. To reinforce the synesthetic element of the pieces, the chosen setting was the garden designed by Roberto Burle Marx at Fazenda Vargem Grande in the São Paulo countryside. The garden's integration of botanical species with mirrors and waterfalls creates a living, organic artwork.

By highlighting the relationship between the sofas and Burle Marx's landscape, the campaign's visual identity emphasized Ruy Teixeira's photography. This approach showcased the unique design of the products and the brand's embrace of the Brazilian spirit.