For Christmas, I led the creative development of a film for Lidl’s Deluxe range starring brand ambassador Manuel Luís Goucha, one of Portugal’s most iconic public figures, widely recognized for his refined taste and love for Christmas. Built around the contrast between his attention to detail and his ability to laugh at himself, the film presents a more relaxed and humorous Goucha, showing that beyond sophistication and ceremony, Christmas truly matters around the table, shared with those we love, translating Lidl’s “Vale mesmo a pena” positioning into a warm and entertaining story.