My Turn:
A campaign empowering
Gisele Bundchen's comeback

PR Strategy, Campaign Platform, Creative Direction, Virality
Client: Arezzo


The Brazilian fashion brand Arezzo was set to launch a high-profile campaign featuring Gisele Bündchen—her first major appearance after years away from the spotlight. At the time, Gisele dominated headlines following her divorce from Tom Brady. Our challenge was clear: to ensure the campaign didn’t just ride the wave of public interest, but matched it. And reshaped it.

We built our strategy around a powerful insight: positioning Gisele not as the subject of headlines, but as the author of her own story. The campaign highlighted her strength, resilience, and renewed sense of agency, transforming public curiosity into brand relevance.

I led the creative pitch for the concept “My Turn”, which became the collection's name, the campaign, and social media activations. The phrase was drawn from a powerful quote in her Elle interview. It echoed the same cultural resonance as recent pop anthems from Miley Cyrus and Shakira—female redemption stories anchored in empowerment, independence, and reinvention.

“My Turn” told the story of a woman reclaiming what’s hers: from the runway to the narrative. The campaign resonated strongly with consumers, earned significant media acclaim, and drove a measurable spike in sales, proving that when culture and commerce align, impact follows.