Gabriel Morais

Typically known for just making practical cars, Toyota’s first-ever C-HR was a big departure for the brand in style and attitude. We created “Born for Mischief” to position the C-HR as a fun car for rebels-at-heart. 

The campaign inserts the Toyota C-HR into classic and traditional stories of mischief-makers, updated for the modern age. The films were directed by Noam Murro (Biscuit Filmworks) who reimagined a modern version of these stories with a twist and a fresh perspective.

Selected Press:
Adweek - Agency Spy

The first art movement created by dogs

Canismo is an artistic movement created by a group of dogs that aims to help with the support and adoption of sheltered animals.  

The shake of the paint reveals a remarkable exercise of freedom, where each drop of ink bears the stain of prejudice. The combination of different colours in the paintings shows the mixture of breeds, as random and as beautiful as each mongrel dog.

The first phase of the movement Canismo resulted in the creation of 18 unique paintings. Each artist adopted their own combination of colours and used an edible ink exclusively developed for the movement made of corn starch and food colouring.

The paintings and the photos were first exhibited at Perestroika, Sao Paulo. The entire profit from the sales was donated to the NGO Lar Dos Amiguinhos. Five puppies from the NGO ended up adopted during the exhibition :)

Selected Press:
Mashable - CNN - CBS - The Creators Project - Fubiz - ABC NEWS - Buzzfeed - BBC - Daily Mail - FOX 59 - The Huffington Post - Artnet - YAHOO! - Gizmodo - Metro.co.uk - Whitezine

Toyota Music partnered up with Preservation Hall Jazz Band, the most traditional jazz band from New Orleans to give street artists the chance to share the stage with them at the Voodoo Music Festival.

Three New Orleans street artists were selected and Toyota Music produced three music videos with a tight budget of U$80.000,00 and gave a chance for them to perform at the biggest music festival from their city.

The local band 'Tank and the Bangas' was chosen to performed for the first time at Voodoo Festival and had a once in a life time opportunity to share the stage with the 50-years-old band Preservation Hall Jazz Band. 

Selected Press:
Spin - OffBeat - Music City Notes 

A global collaborative art project against the hate promoted by Trump.

I experienced the election of Donald Trump while I was living in the US. It was bizarre to witness how much hate a single man could promote towards so many people.

Then, I thought about doing exactly the opposite.

The idea was to united the whole world to promote love.

So I started inviting one artist from each country in the world to create an artwork with the sentence "Love Always Wins" written in their native language.

LOVE ALWAYS WINS was launched prior to the 2020 US elections through a Kickstarter campaign which raised funds to print out the artworks created.

Over 160 unique art pieces were created. Over 160 nations came together with one unified message.

The posters guerrilla-style were spread across major cities in the U.S., such as New York City, Chicago, Los Angeles, Houston and Washington.

The unofficial mascot that became the symbol of the Brazil women's national football team during the 2023 FIFA World Cup in Australia

About a month prior to the 2023 WWC, I realised that the Brazil Women’s Team was going to Australia without a mascot that represented their very own spirit. So I decided to create one for them: Canarinha Guerreira ('Little Canary Warrior’).

Canarinha became a sensation really fast. It was the biggest hit during the Women’s World Cup, became an internet phenomenon after it went viral and stayed on top of Twitter Trent Topics in Brazil for two days in a row.

Besides more than 200 articles, broadcasted live in numerous Tv channels, Canarinha also got an invitation from the Ministry of Sports in Brazil (Ana Moser) to help launching the National Strategy for Women's Football.

To raise funds to be able to manufacture the mascot + travelling costs, I launched a crowdfunding campaign so Brazilian football fans could support and be part of the project.

Follow Canarinha’s journey on Instagram.

Selected Press:
FIFA.com - UOL - Folha de Sao Paulo - Terra - O GLOBO - EXAME - R7 - CNN - GShow - TNT Sports

No matter what festival or concert you attend, it always feels good to sing along to a live performance with a huge crowd that loves each song as much as you do. But our brains can’t keep track of all the lyrics to every single song—especially when we start knocking back a drink or two.

To save music lovers from lyric FOMO—or simply inspire them to put your vocal chords to use—We created a beer cup outfitted with a karaoke screen.

During the BrahmaValley music festival, we gave attendees a Copokê, a cup that displayed the lyrics of songs. The glass also notified attendees about what times the next act would go on. As fans filled their cup with beer, they could prepare themselves for the next show.

Selected Press:
psfk.com - Adforum - Piwee - GKPB - BBVA - Festival Sherpa

Any dose of emotion remains with us, whether is a small drop or a flood of feelings. So, in one way or another, these emotions end up shaping who we are. 

"Emotions Leak is one of the most moving videos I have seen. Matter of fact, it was so poignant that
I couldn't even get through it all. I can't seem to forget the unspeakable look captured in his eyes" 
- Lost At E Minor.com / Australia. 

"Through the metaphor of the candle, the video evokes the painful feeling of suffering. 
Suffering that we do not talk, which we can not speak, which takes possession of our minds" 
- Beware.com / France.

"There are moments in life when emotions seem to just “pour out of you” and this video aims to convey that in a more literal and visual way" 
- Trend Hunter.com / Canada.

"The idea is to provoke the viewer weirdness from the texture and temperature of the paraffin, inducing touch with their own emotions through a synesthetic experience" 
- Zupi.com.br / Brazil.

Selected Press:
The Creators Project - Zupi - Whitezine - Abduzeedo - Designyoutrust - Lostateminor - Trendhunter - Design Taxi - Laughing Squid - The Inspiration Room        

Sometimes all you can do is smile.

You know those embarrassing and awkward moments that all you want is to vanish from the face of the earth?

When we greet someone and it's not who you think it was, or when you’re watching a movie with your parents and a sex scene comes on?  Yeah.. Those moments. 

The best way out of them is simple: smile.

Selected Press:
BestAdsOnTV - Update or Die! - Coloribus - Advertolog

Features:
Lürzer's Archive - Vol. 4-2014

Inside the daily reality of Brazilian prostitutes.

The world of prostitution. The realities behind this industry are often ignored, neglected, or even hidden from the public. Those who work within this field suffer several kinds of abuse, such as the lack of basic civil rights.

Beyond The Orgasm aims to reveal the undercover realities behind the day-to-day lives of prostitutes. 
A series of artworks were created, inspired and based around the personal testimonials of prostitutes in Brazil. 

And each piece of art narrates an individual’s story, stories that our society hasn’t been able to hear yet. 
After all, the only way to change their reality is through getting to know it for real.

Selected Press:
Fubiz - Bored Panda - Update or Die -  Design Festa Galley - Catraca Livre 

When innocents are treated as prisoners.

In Brazil, when prisoners’ relatives go visit them in jail, they often suffer from physical and mental harm caused by abuses carried out by prison officers. This is known as ABUSIVE BODY SEARCHES.

To bring awareness of this issue to the public, the human rights NGO Conectas created an
audio-guided exhibition that allowed people to live through this harrowing experience. 

www.fimdarevistavexatoria.org.br

A few months after our campaign, the senate finally passed the law banning intimate body searches in Brazilian Prisons. 

Selected Press:
BBC - Folha de São Paulo - Carta Capital - UOL - Terra - Estadão - Globo  - CCSP

Every December, millions of people set up Christmas trees in their homes.

Imagine if for every Christmas tree, a native tree was planted?

In order to encourage people to plant native trees, I had the idea to transform them into Christmas trees.

So I invited artists from all over Brazil to create an exclusive artwork for the project showcasing a Native Christmas Tree.

The project was launched through a crowdfunding platform and everyone who supported the project got their favorite artworks along with seeds from native trees of their region to plant.

Check all artworks on Instagram.

Colourful Shit was quickly spread worldwide and got featured on over a hundred blogs, such as Design Taxi, Whitezine, Design Inspiration, The Denver Egotist, Laughing Squid, Gizmodo and Buzzfeed.  The project was also published by The Skinny Magazine and The Iberpress Photo Agency. 

The idea behind this project, is to show how much the food we ingest affects our body, therefore the colour of each poop was not manipulated on photoshop. 

To achieve the result, the quantity I ate for each picture was:
 

3.5kg of Froot Loops in 30 hours.

4.5kg of beet root in 36 hours.

4kg of sweet corn in 36 hours.

"Brazil has brought us many things – Carnival, vertical pubic hair and Baile-Funk Fight Clubs to name a few, but now they’ve treated us to something even better." 
- Sickchirpe.com

"We all like looking at weird shit. You’d be lying to yourself if you said that you’ve never looked into a toilet after a particularly aggressive shit just to see what was going on in there. And now you can look at someone else’s and say, - Jaysus, that’s a weird shit." 
- Dailyoftheday.com

"File this one under “proof that art can be awesome. Well artist (and I’m definitely using that word properly in this case) Gabriel Morais had a brilliant idea for a photo series: Colourful Shit... Next up, I’d like him to eat nothing be Skittles for 2 days to see if he’ll “poop the rainbow.” 
- Coed.com
 

A Journey using only the products and services of JWT's clients
www.thebusinessroadtrip.com 

We all know that self-promotion campaigns aren’t great at catching people’s attention, so to achieve better results we decided to sidestepped the conventional way. 

So, with half the cost of a single page ad in an advertising trade magazine, we created The Business Road Trip. A 12 day, 3500 km journey, with three motorcyclists riding old scooters, 
aided only by the products and services of JWT’s clients.

Selected Press:
Lüzer's Archive - Agency Spy - AdForum - BestAdsonTv - Programa Reclame

We brought the trees. São Paulo the gifts.
Christmas is one of the most expected moments of the year by a lot of people. But not by everyone, as homeless people can’t celebrate it because they lack a home and family to enjoy it. So the only way for them to feel the true spirit of Christmas was to take it to the streets.

The idea to achieve that: build Christmas trees around the city, for any Sao Paulo resident to place gifts under it.

It all started with a crowd funding campaign, in which everyone who helped got an exclusive Christmas card signed by those less fortunate.

In less than a month, it got picked up by dozens of news outlets and it got featured in three of the biggest TV networks in Brazil.

With so much news coverage, each one of those people living with no home got way more gifts and help they ever thought they would. Making true the real Christmas spirit.

Selected Press:
Globo - Zupi - Hypeness - Ideafixa - Catraca Livre - Correio Braziliense - 

To introduce the new Google app within the Brazilian youth, we created an eleven-hour video featuring an endless loop where Rafinha Bastos (famous brazilian comedian) suffers from short-term memory loss and keeps on asking the app what "amnesia" means. 

Selected Press:
Dinheiro Vivo - CCSP - LatinSpots - Ptjornal

A series of illustrated posters inspired by the original positions of the Kama Sutra, but instead of portraying couples making love, we see policemen spreading hate, while abusing protesters.

The illustrations portraits the very real events seen during protests in Brazil.

The project aims to raise awareness on a serious social issue in Brazil: the violent and illegal behaviour which police officers have been showing against innocent people during peaceful street protests.

Selected Press:
Folha de São Paulo - UOL - Brasil Post - Revista Forum - Catraca Livre - Mídia Ninja - IdeaFixa

Huffington Post - Cosmopolitan - Marie Claire France - JOL Press - Trend Hunter - Design Taxi - Fubiz

Launched on National Dog Day 2017, the collaboration is a unique collection of stock photos portraying dogs and cats that are up for adoption at the Amanda Foundation. While 100% of the licensing dollars go to support the nonprofit.

Shot by Christopher Nelson specifically for the project, and with the industry’s needs in mind, the collection holds over 60 beautiful Hi-res images, and took a couple shooting days to complete. 

By using the Amanda Foundation Collection, every agency, art director, or designer can now donate and save these animals by simply doing their job. See the full collection on Getty Images - Here.

Selected Press:
Mashable - Creativity-Online - AdForum - Adeevee - CCSP - The Objective 

Features:
Lürzer's Archive - Vol. 6-2017

Toyota is one of the most-trusted car brand in the world. It’s a brand loved by millions of families because the car they own isn’t only a vehicle, it’s a partner on the road which truly becomes a member of their family.

That’s why Toyota has created the world's first Ugly Xmas Sweater for its most popular car: The Camry.

This way, the whole family can coordinate their sweaters and spread the cheer together in their family photo. After all, Christmas is all about gathering with our loved ones, whether they have two legs, four paws — or even four wheels.