Usaflex: Comfort Zone

For Usaflex, one of Brazil’s leading footwear brands known for its comfort and innovation, our summer challenge was to create a campaign that celebrated the season without falling into clichés or over-romanticizing it. Summer is beloved in Brazil, but for the working-class women who form the core of Usaflex’s audience, it’s also a time when the daily grind doesn’t stop. ​ Our creative solution was to embrace the idea of the Comfort Zone. While many encourage you to step out of it, Usaflex redefines it, there’s nothing wrong with staying in your comfort zone when it means confidence, ease, and well-being. With the help of one of Brazil’s most relatable and spontaneous celebrities, Fernanda Souza, we launched a 360° campaign that spanned national TV, social media, influencers, and in-store experiences, empowering women to truly own their Comfort Zone.