Whatever your reason, there's an Argo for it.
Argomentos was a national digital campaign for the Fiat Argo in Brazil — built on a wordplay between the car's name and argumentos (Portuguese for "reasons").
The idea was simple: instead of selling one lifestyle, sell the car as a fit for all of them. Each execution targeted a different audience segment with its own argument — personality, practicality, style, freedom, showing that whatever your reason, Argo had an answer for it.
Role: Art direction - Logo design - Branding - Motion
Client: Fiat Brazil | Year: 2020 | Medium: National Digital Campaign
Challenge:
The Fiat Argo was the best in its category, but new versions of Brazil's most sold cars were coming. In partnership with Google, we used search segmentation to intercept people during their purchase journey and deliver the right argument to the right audience, at exactly the right moment.
That strategic precision had to translate visually. The art direction needed to carry multiple personalities at once — vibrant and flexible enough to feel tailored to each audience, while remaining cohesive as a single campaign. And all of it had to live within Fiat's brand guidelines, so the challenge was finding creative freedom inside a defined system.
Process:
Since I don't drive, the first step was immersion — studying what made the Argo special through YouTube channels and working closely with the planning team to understand the strategy. Early trials explored typography, illustration, and layout across digital and video formats.
The breakthrough came when I shifted to photography. Real images showing the car's attributes made the arguments feel tangible and credible. From that, a card system emerged with a distinct colour palette for each audience segment — flexible enough to carry the campaign across animations, videos, and all digital formats.
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Results:
80 arguments. 80 films. A landing page for each audience segment. Personalisation was the campaign's biggest strength — and the numbers proved it. After launch, Fiat saw a 60% increase in cars assembled and an 18% rise in store traffic, surpassing the results of the previous campaign.