degree
Desafie o 3xtremo
Turning performance into a live, shareable brand experience.
In a highly competitive category, performance claims had become commoditized.
Everyone said they lasted longer.
Everyone said they performed better.
But culture was shifting—people were no longer convinced by claims.
They wanted proof. They wanted to feel it.
Performance is only believable when experienced.
To truly own the territory of extreme performance, Degree needed to move beyond communication—and into action.
Not telling people what the product does.
But putting it to the test in real life.
We transformed product performance into a high-intensity brand experience.
“Desafie o 3xtremo” was designed as a physical and digital challenge—where people could push their limits and prove, in real time, that Degree doesn’t let you down.
We created an experience built around tension, endurance, and participation.
Participants were invited into extreme challenges designed to test physical limits—heat, movement, resistance.
Every element was crafted to make performance visible, tangible, and undeniable.
The experience wasn’t observed.
It was lived.
The environment was designed to amplify intensity.
From spatial setup to physical stimuli, every detail reinforced the idea of “extreme”:
• High-impact visual identity
• Controlled environments simulating stress conditions
• Clear, measurable challenges
The space itself became proof of the brand promise.
Digital layers captured, translated, and amplified each moment:
• Real-time content capture
• Social-first storytelling
• Performance moments turned into shareable assets
What happened in the experience didn’t stay there—it scaled.
The experience extended beyond the physical space.
We designed the experience as a content engine.
Every interaction generated narratives:
• People vs limits
• Body vs extreme conditions
• Product vs expectation
Creators and participants became media channels—turning the experience into continuous distribution.
role
Led strategy and experience design approach.
Connected cultural insight, brand positioning, and execution—ensuring the idea translated into a tangible, participatory experience.
Worked across teams to align concept, content, and amplification into one system.
Big Ideas, Real Impact.
• Strengthened brand credibility in performance territory
• Increased audience engagement through participatory format
• Generated high volumes of shareable, organic content
• Reinforced brand relevance in a competitive cultural landscape
From claim → to proof → to experience
