City life doesn’t come with a pause button, but this campaign imagined what might happen if it did. Set in the heart of Brazil’s lush coastline, the Praia do Forte Resort campaign invited overstimulated urbanites to confront a radical idea: what if relaxation was the emergency?

Through playful messaging and sun-drenched visuals, the project turned traditional hospitality marketing on its head. Instead of promising escape, it warned of it—signs that looked like city alerts but delivered something far more subversive: the joy of doing nothing, beautifully.

Shaping the narrative meant translating sensory overload into a visual language of stillness and humor. Every element was designed to interrupt the routine—whether on a billboard in the middle of traffic or a swipe on a stressed-out screen—offering not just a vacation, but a reset.