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Facebook Presents: Designing for Community & Culture in a Mobile-First World

Live on Zoom - Wednesday, August 12th at 12:00PM PST

Is branded storytelling ready for the mobile era? Brazilians are obsessed with soap opera and this type of content is part of the culture. So we decided to rethink what the soap opera would be like considering how the youth interact with their friends today:

We partnered up with a famous Facebook community and their leaders to build together a story with the right tone and language, then we created an ecosystem of content designed for mobile (Linear, Non Linear and On demand). And last but not least, a brand campaign that itself transformed into content to build hype.

This panel will discuss this exploration process of creating branded storytellings with multiple partners and all its learnings. "Tour das Tours", a project from Facebook and Anheuser-Busch InBev in Brazil.


Hosted by

Marcus Peterzell


Passion Point Collective

Marcus is the CEO of Passion Point Collective, a leading entertainment marketing agency. A true industry leader in pop culture marketing, he has successfully built and led award winning agency teams both independently and within Omnicom. Marcus was a production Executive for over 20 TV series/specials including the first cable strip to feature Larry David and Joy Behar on Lifetime, and the Emmy award winning A&E series Biography. Marcus Guided The Cure in North America to their first number one album and single. Created dozens of award winning music campaigns for major brands and artists including Ariana Grande, Little Big Town, Bon Jovi, and Sara Bareilles. Executive Produced 10 brand funded feature films including “Farmland” directed by Oscar Winner James Moll. Moderated over 50 major industry panels on entertainment marketing including the big stage 2017 Cannes Lions panel with Oscar Nominee Laura Dern live streamed across the globe.


Theo Rocha

Director of Creative Shop LATAM at Facebook

Creative Director with more than 20 years of experience in communication, design and digital. Theo Rocha has worked in the best advertising agencies in Brazil and abroad. Before joining Facebook Theo was ECD and Head of Digital for 8 years at F/Nazca Saatchi & Saatchi Brazil. In his current role he leads a multi-award winning team of creative directors, planners, visual designers, art directors, copywriters, UX designers, producers and social media experts partnering with brands and agencies to create groundbreaking ideas across Facebook, Instagram and Messenger platforms. Senior member of the Global Creative Shop executive leadership team at Facebook, Theo has been awarded in the most important national and international festivals like D&AD, Cannes Lions, One Show, Clio, LIA, El Ojo, Fiap, Wave, London Festival and CCSP, among others.

Diego de Oliveira

LATAM Creative Industry Lead for Creative Shop - Facebook

Diego is a Brazilian creative strategist specialized in branding building, integrated marketing and digital planning. Based in São Paulo, he graduated in social communications and advertising at Universidade de São Paulo with specialization at Sorbonne in Paris.

Diego started working as strategic planner 14 years ago in agencies in Brazil and after in France. In 2013, moved to the client side being responsible for the communication strategies for multiple brands at Coca-Cola Company and leading the Sexual Diversity group, responsible for diversity and inclusion strategies. In 2018, he joined Creative Shop at Facebook to develop creative frameworks and community focused campaigns, and now is responsible to explore new creative territories that can impact the industry and all the advertisers businesses.


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