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A marketing funnel drawn as an architectural blueprint, building from a single line into a finished structure
01/ 05

01 / Selected work

I don't just run campaigns.
I build the architecture behind them.

Nine years engineering brand systems across Nike Brazil, Accor, Ennismore, Jumeirah, and Hyde.

02 / The range

From a single line
to a living system.

NikeAccorEnnismoreJumeirahHyde Hotel Dubai

03 / The method

Strategy, tactics, and creative.
Engineered as one.

Find the cultural truth, build the system that scales it, and let AI compound the demand. A method, not a template.

04 / Proof

Sold out.
In hours.

1,500 collectible cans on Avenida Paulista. One of nike.com.br's biggest launches. Hyde's first night in Dubai.

05 / The work

Three campaigns. One way of working.

See the work
Brasileiragem collectible cans, each wrapped in original art by a Brazilian artist
01 / Nike

Brasileiragem

Brazil 2018 World Cup jersey launch

We did not launch a jersey. We launched a piece of national identity.

Brand Specialist, Nike Brazil. I helped turn the new Selecao shirt into a cultural drop, orchestrating product, artists, retail, and a street activation into one launch moment.

Four artists. 1,500 cans each. Sold out in hours.

Brasileiragem billboard illustration in Brazil green and yellow
A wall of Brasileiragem artist-designed posters
Street football activation on Avenida Paulista in Sao Paulo
Nike Brazil graphic artwork with the CBF crest and Swoosh
Strategic perspective
  • Treated the shirt as cultural currency, not sportswear. The platform celebrated Brasileiragem, the uniquely Brazilian way of playing and living.
  • Built pride and scarcity into the same gesture: an inclusive national idea expressed through an exclusive, collectible drop.
  • Positioned the Selecao jersey as a national totem that balances talent, joy, and grit, not a product spec sheet.
Tactical approach
  • A digital-first, omnichannel launch across owned, earned, and paid, anchored by a physical drop.
  • Capped the collectible cans at 1,500 units per artwork to engineer demand, immediacy, and resale-grade desirability.
  • Took the launch to the street with O Dia da Brasileiragem on Avenida Paulista, the cultural spine of Sao Paulo.
Creative execution
  • Packaged the new jersey inside collectible cans, each wrapped in original art by four Brazilian artists: Pomb, Denis Freitas, Camila Rosa, and Rafa Sanches.
  • Turned distribution into theatre. Vending machines on Avenida Paulista dispensed the cans as a live, photographable activation.
  • Made the product a piece of national art that fans wanted to own, shoot, and share.
Team and collaboration
  • Aligned product, retail, creative partners, artists, and event teams around a single cultural idea.
  • Held the line between a premium, limited drop and a democratic, fan-first experience.
Successes
  • The drop sold through fast and turned a jersey release into an earned-media cultural event.
  • Scarcity, artistry, and national pride compounded into demand that outlived launch day.
Challenges
  • Manufacturing genuine scarcity without making the moment feel exclusionary to everyday fans.
  • Synchronising an artist-led physical drop with a national digital launch under World Cup pressure.
Nike React digital launch experience screens
02 / Nike

So Vai

Nike React launch, Sao Paulo

Made running feel like culture, not cardio.

Brand Specialist, Nike Brazil. I led the Brazilian launch of Nike React, localizing a global platform and turning an e-commerce drop into a city-wide running moment.

A launch with no store. One of nike.com.br’s biggest.

Nike Epic React translucent launch packaging held in hand
Instant Go Nike React poster, localized to So Vai for Brazil
Nike React launch experience badges
Nike React shoe with the Reactive Poster augmented reality experience
Strategic perspective
  • Reframed the category. Sold running as fun and inclusive, to reach the people who do not call themselves runners.
  • Localized the global Instant Go platform into So Vai, a line that only lands with Brazilian swagger.
  • Made nike.com.br the stage for the launch, turning e-commerce into the experience itself.
Tactical approach
  • Built the Reactive Poster, a no-download augmented-reality try-on. Buyers saw the React on their own feet through the mobile browser, then shared and bought in one flow.
  • Compressed the funnel from discovery to virtual try-on to social share to checkout on a single surface.
  • Backed the emotional promise with an operational one: same-day delivery on launch purchases.
Creative execution
  • Invited Sao Paulo’s runners to take over the city, activating street-running crews so the launch lived in the community, not just on a screen.
  • Put Brazilian illustrators into the product story to convey the feel of React foam: soft, light, responsive.
  • Designed every touchpoint to be fun, irreverent, and unmistakably local.
Team and collaboration
  • Directed creative and technology partners to ship a browser-based AR experience, rare at the time.
  • Connected brand, e-commerce, retail, and the running community into one coordinated launch.
Successes
  • The Reactive Poster removed the single biggest barrier to branded AR, the app download, and earned awards-season recognition.
  • By the launch’s own benchmarks, it became one of the most successful launches in the history of nike.com.br.
Challenges
  • Localizing a global idea without diluting it, finding the Brazilian truth inside a worldwide platform.
  • Proving that experimental AR commerce could carry a flagship product launch.
Friends running into a golden Always Summer sunset
03 / Hyde Hotel Dubai

Always Summer

Lifestyle hotel rebrand, Business Bay, Dubai

Rebranded a hotel around a feeling, then built the scene that proved it.

I led brand and marketing for Hyde Dubai, the first Hyde property outside the United States, taking a Sunset Strip festival brand and making it land in Business Bay.

Hyde’s first home outside the US. It opened as a scene, not a hotel.

Hyde branded beach towel by the sea
Festival glitter rainbow eye makeup
Hyde Hotel Dubai room signage with a branded bucket hat
Festival lifestyle portrait in the summer sun
Strategic perspective
  • Translated a brand, did not transplant it. Ported the LA festival DNA of Hyde into a Business Bay idiom rather than copy-pasting the original.
  • Led the market entry for Hyde’s first property outside the US, localizing a global lifestyle brand to the UAE.
  • Made the experience the product and the room the by-product. The rooftop, the music, and the F&B were the demand engine.
Tactical approach
  • Built Always Summer as the always-on demand spine, sequencing pool programming, F&B moments, and creator drops into one occupancy-driving calendar.
  • Tiered the KOL strategy to the funnel: reach creators for awareness, credible micro-creators for proof, native to the Dubai creator economy.
  • Gave every workstream a clear owner across a cross-functional team and partner agencies, so a complex launch shipped as one brand.
Creative execution
  • Defined a brand world inspired by festivals, music, and discovery, then adapted it into a comprehensive UAE-market guideline.
  • Designed the launch as a culminating pool activation, the day-club moment that is a proven demand engine in Dubai.
  • Programmed the experience: live DJs, art and beauty moments, F&B and retail pop-ups, all engineered for social density.
Team and collaboration
  • Aligned ownership, F&B, and a New York brand team across time zones around a single launch vision.
  • Built a partnership ecosystem with local lifestyle brands so co-branded activations compounded reach without proportional spend.
Successes
  • Turned a hotel opening into a launch the city wanted to be at, with strong earned reach and partner ROI.
  • Converted launch-week attention into a returning guest base through CRM and guest relations, not just a one-night spike.
Challenges
  • Localizing a bold global lifestyle brand to the UAE market without sanding off its edge.
  • Orchestrating a high-volume launch across owners, operators, and partners while protecting one brand story.

The method

The architecture behind the work.

Brands do not fail for lack of ideas. They fail for lack of architecture. I work from one operating method: find the cultural truth, build the system that scales it, and let AI compound the demand. Strategy sets the direction. The machine makes it repeatable.

01

Insight

Find the cultural truth the brand can own. Strategy before spend.

02

Architecture

Build the funnel, content, and data system that scales the idea.

03

Demand

Let AI compound reach, relevance, and revenue, then optimise.

The push funnel

  • Amplify reach with KOLs and creators
  • Coordinate PR and media for coverage
  • Run social and digital ads for reach
InspireOptimize visibility
  • Max reach
  • Lowest cost
  • Max engagement
  • Deploy SEO and a content distribution strategy
  • Use brand collabs to reach new audiences and create buzz
EducateOptimize traffic
  • Max traffic
  • Lowest cost
  • Max conversion
  • Run CRO and ads to convert traffic into bookings and sales
  • Activate events and experiences that close
ConvinceOptimize revenue
  • Max revenue
  • Max ROAS
  • Max ROI

The full-funnel blueprint

Inspire
Top of funnel
Audience
Interest-based
Creative
Video, 15 to 20s
Channel
Meta
Metrics
Reach, frequency, hook rate
AI leverage
Audience modeling and creative velocity
Educate
Middle of funnel
Audience
In-market and lookalikes
Creative
Carousels, statics and video
Channel
Meta, Google Display
Metrics
CTR, CPC, impressions
AI leverage
Personalization and lookalike expansion
Convince
Bottom of funnel
Audience
Retargeting, intent-based, social fans
Creative
Dynamic creatives, responsive search
Channel
Meta, Google Search
Metrics
Conversion rate, ROAS
AI leverage
Predictive bidding and propensity scoring

The throughline

The same architecture, applied in Dubai.

The method that launched campaigns for Nike and Hyde now runs five hospitality brands. Strategy, systems, and creative, built to compound.

AED 13M
Pre-opening revenue, O Beach Dubai
76,000
Guests in five months
7.8x
Return on investment
5 brands
Run today with a team of three
See the Dubai results

The brands behind the work

AccorEnnismoreJumeirah GroupO BeachNara

Build with me

Let's architect yours.

I didn't invent marketing. I just perfected the storytelling. Bring me the brand. I will build the system that makes it run.

Book the diagnostic call

Lucas Stamm