Gili Rappaport

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For its first global expansion, Brazilian lifestyle brand FARM sought to translate the unique creativity, culture, care, and celebration of its Rio de Janeiro roots to new international audiences.

Working closely with FARM’s brand and marketing teams, I helped design the strategic brand foundation for its global launch campaign. This work grounded the team in audience understanding and cultural context while shaping FARM’s vision, mission, positioning, values, and tone of voice.

The resulting brand story and identity express how FARM helps people realize their own radiance and collectively “rise like the sun,” while staying true to the brand’s joyful, human spirit and borogodó—the distinctive charisma of Rio. This foundation inspired campaign creative, including the original music video “Abre Asas,” which celebrates Brazilian vibrance and community through dance, music, and style.

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Highlights:

• Designed brand strategy for FARM’s first-ever international expansion

• Defined vision, mission, positioning, values, and tone of voice for a global audience

• Inspired “Abre Asas” music video, embodying Brazilian creativity and culture

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Director of Strategy: Gilian Rappaport

Founder / Creative Direction, High Tide: Danny Miller

Creative Direction, FARM: Carlos Mach, Bruno Osório, Paulo Mendel

Art Direction: Carlos Mach

Cinematography: Artur Vilela, Bruno Osório, Paulo Mendel

Choreography: Laura de Castro

Executive Production: Carlos Eduardo S. Belchior (21 Sun Productions), Gabriela Corrales

Thanks to Katia Barros, Marcello Bastos, Raphael Lucena