Visual & Motion Designer, in-house2018 to 2021Performance media & CRM
Three years of key visuals for iFood.
Animated and static creatives for performance media and CRM campaigns, in-house, 2018 to 2021. A new campaign every few days, each across the formats the channels demanded.
- motion
- visual
- performance media
- in-house
Context
iFood is Brazil’s largest food delivery platform, and between 2018 and 2021 I was part of its in-house marketing team as a visual and motion designer. Briefs came from the media team, the CRM team, and the business units; copy came from in-house writers, with concepts discussed together. The brand was loved and gave us room to play, and the work moved fast.
The job
Performance creatives have a narrow job: catch a scrolling thumb, deliver the offer in seconds, and stay unmistakably iFood while doing it. Clarity first, charm close behind. Every piece in the reel had a metric waiting for it somewhere.
The rhythm
New campaigns landed every three or four days, and each one shipped as a family: portrait, square, and landscape; static and animated versions. Seasonal moments (Dia da Pizza), urgency promos, coupon mechanics, partner co-branded pieces, gifting and CRM touchpoints, WhatsApp included. Keeping that pace without letting the brand fray was the craft as much as any single frame.
Each campaign started from one master piece and was adapted from there. Every format meant re-deciding the piece: recomposing the hierarchy for each ratio, choosing what survives when the canvas shrinks, and distilling the animated version down to the single static frame that still carries the offer. Adaptation wasn’t resizing; it was the same idea, redesigned per format.
The loop
The work ran on two clocks. Results were shared in recurring meetings, and new briefs and directions came out of them: what performed shaped what we made next. And underneath that, the calendar kept its own pace: special dates, holidays, and seasonal moments arrived on schedule and each demanded its campaign. Between the performance loop and the cultural calendar, there was always a reason for the next piece.
What it built
This period is where speed and consistency stopped being opposites for me. Working inside one strong brand for three years, to a performance clock, taught me to make things that are quick to read, quick to make, and still crafted. It’s the visual foundation the product work now stands on.