VITOR FREIRE

I’m Vitor Freire, a choreographer of interaction. As a creative

hybrid, I create content and experiences that can reveal or

unlock something truthful and joyful about our lives. I hold a

Masters in Interactive Arts (ITP) from New York University. I like words, even when they dress like images. I use stories,

design, and technology, but my best asset is still my curiosity.

I live in this intersection between play and the quest for

relevance. I also have lived in Salvador, Toronto, Montreal,

Sao Paulo, New York, Boulder, and Amsterdam. Hidden in all the job titles I ever had, there is a magician, a storyteller, a

dancer.

I am currently living in Amsterdam where the creative group I

co-founded called Imagination of Things is based.

I worked as a Poetic Technologist in the innovation lab led by Wojtek Szumowski inside the agency Crispin, Porter+Bogusky. We created prototypes and concepts to re-imagine cultural possibilities for brands.

I worked as Brand Director at CI&T, a software company striving to become a digital tech agency. We created a bold agenda of initiatives and projects to foster innovation and design thinking.

I worked as a freelance creating concepts for content and video direction at VICE in Brazil. Inspired by the VICE spirit we created relevant content for brands like FUSION Energy Drink.

I founded a content boutique to create and produce content from a media agnostic point of view. We developed several projects for major brands in Brazil like the iconic soda brand Guaraná Antarctica.

I worked as a Creative Lead at TV1 Group, creating digital experiences and content for brands like Banco do Brasil, O Boticário, and Guaraná Antarctica.

I worked as a creative at 72andSunny creative residency called 72U, designed for makers and creative hybrids who want to make a positive impact in Amsterdam and beyond.

CHALLENGE How to engage a sustainability playground with its local community?

INSIGHT We created Het Ware Noorden, a label that promotes creative re-use sessions and its resulting products. Rough. Truthful. Raw. Resourceful. By Doers and Makers. A platform to connect De Ceuvel with the craftsmen and artists from Amsterdam North. Het Ware Noorden celebrates the common ground between De Ceuvel and the people of Amsterdam Noord, tapping into existing behavior and enhancing its possibilities.

Creative Resident

THE TRUE NORTH

CASE STUDY VIDEO

To launch the label, we created light installations using discarded materials, with local artists and makers from Amsterdam Noord, during the Amsterdam Light Festival.

FAVELA PAINTING

CHALLENGE How to showcase the legacy of Favela Painting beyond the colorful walls?

INSIGHT We developed an interactive trilogy in which each book has a distinct way of telling stories that represent the legacy of Favela Painting and its effect on communities, public spaces and people. You can play, listen, touch, watch and interact.

Creative Resident

The People book, an audio memory book that tells stories through objects.

The Community book, a sound puzzle to experience community building

The Public space book, A 360-look-book.

Exhibition at Aqua Art Miami 2016

CHALLENGE How to create a light that captures the energy of a creative company and introduce a new way to interact with its space?

INSIGHT We created a lamp-chair that reminds you to have a break if you sit for too long. In an exciting design inspired by 72AndSunny - the perfect weather for creativity in Los Angeles - name, the lamp-chair creates a special place around you, a personal room made with light.

Creative Resident

SUNSPOT

idle

when it's unused, the light is warm yellow, radiating

to create a light space around it.

butt-activated

once you sit on it, a white light blinks one time in response, then turns back to radiating

yellow light.

break reminder

if you sit for 30 minutes, the light will turn red to remind you to have a small break.

PRODUCT WEBSITE

PRODUCT VIDEO

CHALLENGE How can a LEGO brick have a special place when today’s children’s toys are so digitally dominated?

INSIGHT Created product experiences that put imagination in the center, then mixing the endless possibilities of the digital world and the tangible experience of the physical world.

Concept and Invention design as Poetic Technologist

PRODUCT EXPERIENCE + APP

Each sound brick works as a tiny interactive speaker. Connect it to your device and customize its sounds. Bricks can then talk to each other, creating an interactive soundscape.

You can program the sound bricks to be triggered by close proximity to one another, or respond to human motion detection. Program a brick to play its sound when it is touched, or at time-based intervals.

When the digital and the physical world meets, it brings life to any Lego project.

SOUND BRICK

Build something placing the sound brick among the pieces.

Choose a sound from the Fun Library, or record your own.

From now on, your creation will play a sound when you come close to it. Imagine an entire world of LEGO cre-ations with sounds!

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2

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Each sound brick works as a tiny interactive speaker. Connect it to your device and customize its sounds. Bricks can then talk to each other, creating an interactive soundscape. You can program the sound bricks to be triggered by close proximity to one another, or respond to motion detection. Program a brick to play its sound when it is touched, or at time-based intervals.

SOUND BRICK

CHALLENGE How a true surfer documents his passion for the sport and the ocean?

INSIGHT To tell a surf brand story, we needed new forms of truth telling. We created self-documenting objects to propose new ways to capture the experience in the ocean.

Concept and Invention design as Poetic Technologist

Enter the ocean in board

shorts, and the Ocean

Demander fills with water.

After a couple days without water exposure, the Demander begins to evaporate.

A week passes, and the water is completely gone, reminding the surfer it is time to answer the call of the ocean.

The Ocean Demander is the

surfer’s way to keep time—measuring moments

according to his relationship to the ocean.

1 2 3

A small capsule that is attached to the board shorts fills with water every time it is in the ocean. After several days without surfing, the water evaporates, an analog way to remind the surfer of the call of the water.

OCEAN DEMANDER

1 Day 3 Days 1 Week

Afterboard stories is a virtual remembrance space for surfers to store and share the immaterial and experiential value of a unusable surfboard, before passing it off to be recycled. It uses a combination of the board’s self-documenting statistics chip, and the surfers own description of his experience.

AFTERBOARD STORIES

These chronicles of broken boards represent that the essence of material objects are the experiences you shared with them, encouraging surfers to bring back broken and unusable boards to the Noll retailer to be recycled.

Purchase new surfboard.

Use the board to its fullest extent, and have many experiences with it.

Board has been used past the point of return.

Take the board to a Noll retailer to be recycled.

Scan the self-documenting chip in the board.

Upload past stats onto the Afterboard Stories platform.

Include personal anecdotes about experiences with the board.

These chronicles of broken boards represent that essence of material objects are the experiences you shared with them, encouraging surfers to bring back broken and unusable boards to the Noll retailer to be recycled.

CHALLENGE With self-driving cars near on the horizon, a major car brand asked us how can we redefine the future of mobility?

INSIGHT We wanted to create a product experience to give drivers the power to naturally communicate. With the device, you can unfold a secret language of communication between the traveler and his loved ones waiting for him.

Concept and Invention design as Poetic Technologist

Communication across space and time is a form of mobility. Therefore, the car is a form of communication with the future. Omnipresence gives us the ability to make an emotive connection with the future, sending and receiving touch signals, amplifying a distant presence of the Infiniti driver.

OMNIPRESENCE

CHALLENGE CI&T is a global software solution company headquartered in Brazil striving to be perceived as a creative technology agency. How to move the company away from a software production mindset and foster proactive innovation and design thinking?

INSIGHT We created the think.transform() concept with an intense agenda. The concept was a function aiming to foster transformation in multiple fronts (“variables”). The main outcomes were: social impact hackathons throughout Brazil as the main hiring process, a digital academy, an innovation lab, framework for product innovation, and events to promote technology as a change-maker for our business and our society.

Creative Direction as Brand Director

think.transform( )

TECH GARAGE SPIRIT VIDEO

TECH CHALLENGE VIDEO

DIGITAL ACADEMY (Portuguese only)

IMAGINATION OF THINGS

CHALLENGE Our insatiable hunger for more and more things is actually a desperation for more meaning, and yet our most progressive technology goes towards enforcing our status quo. What if technology was instead a creative tool for exploring new possibilities?

INSIGHT A creative label to design social prototypes and to experiment with the UX of our society. Social prototyping is experimenting with technology as a platform for sense-making. We collaborated with brands, cultural entities and educational institutions, producing content, artifacts, and workshops to foster this mindset.

Co-founder and Creative Director

PORTFOLIO REEL

WEBSITE

CHALLENGE How a startup’s brand can find its purpose by engaging with world travelers?

INSIGHT Embed invention and imagination into the branding. Using shoe as a tool for exploration and discovery, we developed the brand’s potential to engage through the traveler’s mindset.

Creative Director

WHEREVER HERE

CHALLENGE How an iconic soda brand can make its motto of ‘Brazilian Contagious Energy’ tangible and relevant for a young audience?

INSIGHT A story world with a fictional plot that uses real teenagers and actual encounters. A transmedia project using public interventions, social media, and a video series, all in a journey to discover people full of contagious energy throughout Brazil.

Creative Director

ENERGY BUSTERS

CASE STUDY VIDEO

CHALLENGE How to start a positive dialogue between an Energy Drink brand and the Electronic Music universe in Brazil?

INSIGHT Translate the initiative of bringing international DJs to Brazil into a cultural exchange. THE GUIDE is a series to promote a dialogue between DJ Hardwell and the Brazilian fans. Connecting cultures through themes like slangs and the classic party types that you see at every festival.

Concept and Video Direction as Creative Lead

THE GUIDE

FIRST EPISODE VIDEO

CHALLENGE How to create a brand presence that can have a positive impact into the Brazilian Electronic Music scene?

INSIGHT “Party Starter” was a concept developed to highlight the people that move the scene. The dancer, the DJ, the promoter. The party starters are the ones making sure a party finds its peak. PARTY STARTERS is a video series to tell the stories of these wonderful party animals moving the Brazilian scene forward.

Concept and Video Direction as Creative Lead

PARTY STARTERS

FIRST EPISODE VIDEO

CHALLENGE How to promote an iconic soda brand’s mythology?

INSIGHT We created films showing popular myths with a narrative suggesting that it would be easier to find a mythical creature than the soda’s secret formula.

Video director

SECRET FORMULA

LOCH NESS FILM

CHALLENGE Mesa&Cadeira organizes intense experiences around a problem to solve. In collaboration with Blast Theory, the mission was to create “a system for and by people who don’t usually have a voice.”

INSIGHT Branch is a game about having conversations with strangers – but in order to achieve this it challenges the very nature of what a conversation is, how it begins, where is the best place to have one on the streets, about what and who are strangers or others, us, them, we, and what is this distance between people on the streets all about. A game that uses the city as its board.

Creative / Video director

BRANCH

PROJECT WEBSITE

CHALLENGE How to create an experience that could encourage people to dance in public spaces?

INSIGHT An interactive installation to connect people through dance. By positioning themselves in front of “IJO”, the participants will have visual representation of their bodies exhibited in large-scale in the walls and buildings of the city. The experience also allow you to dance with people in different places. Dance to tell who you are.

Creative director

IJO

PROJECT VIDEO