RECHARGE.COM

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CREATIVE STUDIO

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RECHARGE.COM → CREATIVE STUDIO →

Role:

Creative Direction

Deliverables:

Campaign, CRM, Social, Print

Creative Team:

Alan Atty, Arthur Miller, Maria Clara Goldani

From 2021 to 2024, I led the Creative Studio at Recharge.com, a global hub for prepaid digital products. We grew from a small crew into a fast-moving in-house team, launching bold campaigns, evolving the brand, and driving 30% of the company’s growth. Here's my top 3.

The Pride Call

Context

With over 300 carriers in 140 countries, Recharge.com is the go-to for digital top-ups. Many of its customers live abroad, so phone and video chats are their only means of staying in touch with family. During the 2023 Pride Weekend, I gathered Creative and Customer Care to help people have the talk.

SOCIAL

One Instagram post,

one simple message

The gist was simple: Wanna call your friends or family to share the news? Send us a DM with your info, and we’ll send a top-up your way. No promo, no hassle, no video case. And to add a bit of pride, we invited Recharge’s LGBTQIA+ teammates to run community management for the period.

PRINT

Pride onto the walls

We also created collectable posters to extend the activation to offline environments. 

In Numbers

•

In Numbers •

200

Available codes during the campaign

800,000

Views on organic + paid in one week

ZERO

Extra costs on production

Halloween Horror Tales

Context

Halloween is a fun brief for creatives – yet, a low-priority date behind bigger ones like Black Friday and Christmas. To prove creativity can sell, I directed a campaign full of (not-so-) fictional horror stories about running out of credit right when you need it most.

CONCEPT & DESIGN

From VHS to AI

Nothing sells horror like movie posters. So we brainstormed crazy “out of credit” stories – over-the-top, relatable, and movie-worthy ones. Using AI tools like Midjourney and Adobe Firefly, we crafted the visuals and polished them in Photoshop to nail the vibe.

/IMAGINE A guy trapped in a long and eerie mall aisle, full of gift boxes. 90s movie poster.

/IMAGINE A guy trapped in a long and eerie mall aisle, full of gift boxes. 90s movie poster.

Silhouette of a man walking through a decorated indoor shopping mall with Christmas trees and gift boxes, illuminated with blue and red lighting.

/IMAGINE A kid playing an old version of his game. He was abandoned by his mates, who are playing the newest version of it. 80s movie poster.

/IMAGINE A kid playing an old version of his game. He was abandoned by his mates, who are playing the newest version of it. 80s movie poster.

A young boy sitting in front of an old television watching a horror movie with a red-tinted forest scene and a creepy figure, illuminated by the TV screen in a dark room.

/IMAGINE A guy and a girl. the guy ran out of credit, leaving the girl hung on the phone. 2000s movie poster.

/IMAGINE A guy and a girl. the guy ran out of credit, leaving the girl hung on the phone. 2000s movie poster.

A silhouette of a man and woman facing each other with a double exposure effect of trees overlaying their profiles in a forest setting.

COPY

Teasing the fear

Apart from the movie titles, one standout element of the posters was the teaser lines – short, chilling phrases hinting at each story. Inspired by ’80s and ’90s horror, we crafted them to convey the out-of-credit dread, then naturally expanded the narratives for emails and social posts.

Title card for the film 'Hellraiser' with the tagline 'He'll tear your soul apart.'
Neon sign reading 'POLTERGEIST' with tagline 'It knows what scares you' in white text on a black background.
Logo for a movie titled "A Nightmare on Elm Street 2" with the tagline "The Man of Your Dreams Is Back."

Posters

  • Poster for the movie 'The Left Out Gamer' shows a boy sitting on the floor watching a football video game on a TV in a dimly lit room. The tagline reads, 'His friends upgraded to the latest game, but he's stuck in the past'.
  • Poster for the horror movie 'The Gift Shopping Nightmare' featuring a person with their back turned, facing shelves filled with objects in a dark, eerie environment with blue lighting.
  • A silhouette of a person with a hand on their head, overlapping a worried man holding a phone displaying a broken signal icon. The background features a dark, foggy forest with leafless trees. The text reads "The conversation was going well. Until he disappeared." and the title "accidental ghoster."

Emails

  • Smartphone screen displaying a promotional email about gift shopping, featuring a horror-themed movie poster titled "The Gift Shopping Nightmare," and a message advising to give a digital gift card from Recharge to avoid store traps.
  • A smartphone screen showing an email with the subject "We see... ghosted people... all the time". The email includes a banner for recharge.com, an image from the movie "Accidental Ghoster" featuring a man with a distressed expression and a dark silhouette of a ghostly figure in the background, and text describing a story about people who matched on a dating app and one disappearing after their data ran out. The bottom of the screen has a message about avoiding texting problems with Recharge.
  • A smartphone screen displaying an email with the subject 'Would your friends do that to you?' and a graphic titled 'The Left Out Gamer.' The graphic shows a boy playing a soccer video game on a TV, with the title in bright, fiery letters. The background is dark with a serious tone, and there is a paragraph describing the story of a boy playing an old video game feeling left out by his friends.

In Numbers

•

In Numbers •

Top 1

Most successful awareness campaigns of all time (no promo)

3x

On click-to-rate, comparing to previous years

$80k

On sales during the Halloween period

Running Out Is Never Fun

Context

Reorder emails is key to any CRM flow. We couldn’t predict when users would run out of credit – but we knew it’d suck. That felt like a solid insight. So, I proposed that the team take a few steps back and consider: in what situations would you be also bummed about running out of credit?

SITUATIONS

Running out hassles

The first step was to break down the four main product categories and brainstorm situations where the fun would end if you ran out of those products. I’ve selected the ideas based on some premises: originality, consumer relatability, fun, and whether they could be expanded into a video script or social media pieces.

Handwritten notes about gaming on a notepad with red annotations. The notes list reasons for gaming, such as joining online quests with friends and buying armor, with some humorous comments like 'it works but a bit blind' and 'too harsh w gamers'. The word "YES?" is written in large red letters at the bottom, emphasizing enthusiasm for gaming.

PRODUCTION

Panties in color
and motion

Scripts ready, look & feel locked – time to roll. I brought in Lucas Sales (Netflix, Spotify) and André Portnoy (TikTok, Google) for illustration and motion. Their playful styles were exactly what I had in mind.

Black and white line drawing of a robot with a human face, wearing patterned shorts, standing on a platform.
A black and white line drawing of a video game character in armor with a scarf, standing on a platform with three boxes below, each containing a different pair of shoes. The top left corner shows a coin with the number 0.
A digital character customization screen showing a young man dressed as a superhero with a colorful orange and yellow costume, beneath a spotlight, with a coin icon displaying zero dollars at the top. The selected costume icon is highlighted in green, with other options and customization tools visible.

Social videos

Emails

  • Email promoting digital gift card reordering from recharge.com, featuring a cartoon character with a shrug gesture surrounded by socks, with a "BUY AGAIN" button and promotional text.
  • Email promoting phone recharge service shows a colorful illustration of two women talking on their phones, one sitting on a yellow sofa and the other on a purple couch, with text promoting fast phone recharges and a green 'Buy Again' button.
  • Email advertisement for recharge.com encouraging users to rebuy prepaid credit cards with an illustration of a person looking at a slot machine labeled 'No Credit,' and a green 'Buy Again' button.
  • Mobile phone screen displaying an email from recharge.com promoting digital game card reordering. The email includes an animated illustration of a hero in orange armor with pink heart-patterned shorts, standing on a pedestal. There are icons for customization options and a green "Buy Again" button.

In Numbers

•

In Numbers •

30

Assets for email and social media

$4k

Total investment in production

∞

Possible iterations with the concept

Three young girls forming a heart shape with their hands together, smiling and interacting indoors.
Group of men wearing soccer jerseys standing and sitting in front of a backdrop of flags from various countries.