Since 2017, as Creative Director of Ways & Means, Felipe has led creative for over 30 distinct projects for Sonos that run the gamut from integrated marketing campaigns to social content, to CGI product renders and lifestyle photography. In this time, he has worked on projects to support over 10 distinct product introductions, 4 brand campaigns, and the company’s 2018 .IPO
Felipe’s first brand campaign for Sonos was in 2020. In the months before the pandemic, Sonos Brand Marketing identified that a product reveal film Felipe had developed and directed under the purview of the brand design team was outperforming the campaign they’d created with their AOR at the time.
The successful campaign was followed by a holiday iteration, this time in partnership with Disney Star Wars for Mandalorian-centric creative. In both cases, weekly check-ins with the Marvel and Star Wars teams were led by Felipe.
Distinct from marketing campaigns, product reveal films have proven to be fertile ground for experimentation and have featured interview-based documentary approaches, fully rendered CGI films, meticulously planned motion control shoots, and social series content.
In 2020, Felipe worked with the Sonos brand design team to establish an approach and look for the brand’s evergreen motion and photography. He’s since led 6 distinct evergreen content capture shoots for the brand, usually directing multiple photo teams as well as motion and that content now fills every page of sonos.com and largely defines the brand’s approach to lifestyle.