Pitu
A Resenha Começa Aqui.
Pitú was born in Pernambuco and named after the freshwater shrimp once found in abundance in the streams around the original engenho. Decades later, that same red crustacean still sits on the bottle, instantly recognizable.
For us, that history became a starting point, not something to explain, but something to build from.
Services
The Idea
We built the campaign around resenha: that distinctly Brazilian ritual where a quick drink becomes a few hours, one story becomes five, and nobody really remembers who was supposed to leave first.
Pitú doesn’t simply sit on the table. It arrives with the people, the noise, the ice, the lime and the stories.
The bottle becomes a signal: the good part is about to begin.
The Visual World
We wanted the imagery to feel unmistakably Brazilian without turning Brazil into a postcard.
Sugarcane. Citrus. Condensation. Amber cachaça catching the light. A cooler cracked open on the beach. The red plastic chair pulled into a circle. Hands reaching into frame. The heat of Pernambuco meeting the cold of the glass.
We also pulled from Pitú’s own visual history, from the deep reds of the brand to the shrimp that has lived on its label for generations, turning those codes into a world that feels both familiar and slightly heightened.
Warm, tactile, imperfect and alive.
The Build
We approached the campaign as a hybrid production, combining creative direction, photography, motion and generative AI to build a visual language that could move between real and imagined moments without losing its sense of place.
Product photography gave the bottle weight and texture. Macro imagery brought us closer to the ingredients: sugarcane fibers, lime, ice, liquid and glass. Motion introduced the messier human energy around it, while GenAI allowed us to extend that world into scenes, transitions and visual moments that would be difficult to capture through traditional production alone.
What We Made
A flexible campaign system spanning hero film, motion, product photography, social content, outdoor and point of sale, designed to shift in scale while always returning to the same cultural truth:
When Pitú arrives, the resenha begins.