cultural context
“Getting milk out of a stone” (tirar leite de pedra) is a Brazilian idiom, very similar to “getting blood out of a stone”, which means getting a great outcome from an adverse situation. It’s a very familiar scenario for everyone who works with creativity, specially in Brazil, it is a always in crisis.

We launched a complete new product: the Stone Milk (Leite de Pedra), turning a popular expression into a branded product. It’s minimalist design, in each execution, was chosen in order to get great executions with minimal resources, as an example of “getting milk out of a stone”.

the product 

nutritional facts

the campaign


the implosion

the comet

the catapult

Packs, direct

Posters  literally taken out of stone 

role here —    creative / creative director