Campaign · Flavor launch
Macarrone Costelinha BBQ
A new flavor with a Texan accent. I made the videos for the Costelinha BBQ launch campaign, from the teaser to the official chroma key video, plus some of the pieces.
- Client
- Macarrone in Box
- Occasion
- Launch of the Costelinha BBQ (BBQ ribs) flavor
- My role
- Videos (editing, motion and chroma key) and some of the pieces
- Period
- September 2025
- Made for
01 · The challenge
Making a new flavor feel like an event.
Macarrone in Box was about to launch Costelinha BBQ, a new dish created by chef Andrade. The campaign had to build anticipation before the September 12 debut and show, in a few seconds, that this wasn’t just another menu item.
02 · The idea
Bringing Texas into Macarrone.
The dish was born from Texan cooking, so the campaign borrowed its language from there: the state map as a seal, neon signs, Wild West lettering and cowboy wardrobe in the photo shoot and the video. On top of it all, a short promise: Absolutamente Irresistível (absolutely irresistible).
03 · The dish
Costelinha BBQ.
Jack BBQ sauce made by chef Andrade, pork ribs slow-cooked in Chilean white wine, vegetable stock and spices, served shredded like pulled pork. It comes with the house cheddar sauce, caracolino pasta and crispy onion.
- Sep 12Debut date
- TexasInspiration
- Chef AndradeRecipe
04 · Videos
From the saloon to delivery.
My main work in the campaign: editing, motion and compositing for every video. The footage was shot by the agency. Tap a video to hear it.
Official video
The campaign’s main film.
The most complex piece of the project. From footage the agency shot on chroma key and at the store, I built the Wild West sets in post, animated the neon signs and stitched it all together with the campaign titles.
LED screen at the mall.
A horizontal 2:1 version for the mall panel: a close-up of the dish with the logo coming in on top. No sound, made to be understood from afar in a few seconds.
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Chef presenting
Chef Andrade tells how the dish was created.
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Preparation
From the flame in the pan to the plated dish, with the ingredients in the captions.
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Paid traffic ad
Close-up of the delivery box, to boost orders.
05 · Pieces
Countdown to Sep 12.
Before the debut, the dish only appeared in bits: the flame in the pan, the Texas neon and the date. Then came the launch pieces and, on debut day, a voucher for whoever arrived first.
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Teaser story
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Teaser video
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Launch story
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Feed post
Debut day voucher.
A promotion for Sep 12: the first 15 people in line who ordered the Costelinha BBQ got a brigadeiro and Coca-Cola combo. The voucher looks like a ticket, with a numbered stub.
06 · Visual foundation
The identity the videos follow.
The campaign’s visual identity was created by the agency team, not by me. It appears here because it’s the foundation of the videos and pieces I made.
Texas seal and neon in the videos
In the high-impact pieces, the Macarrone logo sits inside the map of Texas with a stamp texture, and the titles get a red shadow. In the videos, the same map becomes a neon sign.
07 · Photo shoot
Cowboy style in the food court.
Agency photos in two settings: at the store, with the dish served on a tray, and on green screen. I used these images in the pieces and in the video sets.
Project developed for Agência Zava. Client: Macarrone in Box. I made the videos and some of the pieces. Visual identity, concept, video footage and photos are by the agency team.
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