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PÃOZIM COLORING BOOK | MINAS SHOPPING

The idea grew out of a digital-first approach, using social media trends and behaviors as the starting point for the creative process. As the Bobbie Goods aesthetic gained traction on Instagram, we took Pãozim beyond the screen, connecting digital inspiration with an experience people can enjoy firsthand.

Presentation of Pãozim in different 3D poses alongside a social media post featuring a coloring illustration of Minas Shopping.

To overcome the limited range of 3D versions of Pãozim, we used AI to create new poses, situations and expressions, making it possible to develop an engaging booklet with a cohesive narrative while preserving the character’s visual identity. That is how the Pãozim coloring book came to life. Rather than a collection of standalone coloring pages, we created a story: Pãozim’s day out at the mall.

Mockup of the Pãozim coloring book surrounded by eight line drawings of the character in different situations at the mall.

Visual identity applications on a freestanding display, printed materials and a T-shirt, against a pastel watercolor background.

Presentation of the campaign on a billboard and a vertical digital display inside the mall.

Presentation of the themed gift redemption area, with a counter, signage and a table where three children are drawing.