DESIGN-LED POLITICAL INNOVATION FOR A NEW GENERATION OF VOTERS
Born as a live-streamed web-show during Brazil’s 2010 elections, Turma do Chapéu quickly evolved into one of the country’s most impactful youth-led political innovation labs.
I co-created and scaled the initiative into a cross-platform content engine and civic engagement hub that helped elect two senators, a governor, and later served as a backbone for campaigns like Marcio Lacerda’s mayoral win in 2012 and Senator Antônio Anastasia’s re-election in 2014.
Following its early success, the project was adopted by I.T.V. (Instituto Teotônio Vilela), which helped sponsor the Chapéu na Estrada expansions—mobile civic labs that sent selected volunteers across Brazil to produce real-time political content, host debates, and report from the campaign trail.
What started as a creative experiment became a sustained national initiative, blending design-thinking, grassroots energy, and political storytelling into a movement that still resonates.
From digital movements to grassroots action, here are three core systems that shaped the legacy of Turma do Chapéu:
MEDIA PLATFORM & LIVESTREAM STRATEGY
From Web-Show to Civic Broadcast
Launched as a political commentary show during the 2010 elections, the project quickly scaled to daily livestreams, behind-the-scenes campaign coverage, and interactive digital debates, reaching thousands of young voters across Brazil.
YOUTH POLITICS HUB
A Design Lab for Civic Engagement
Post-election, TdC evolved into a full development center for young political talent.
Through weekly meetings, debates, and project-based activations, it trained over 60 volunteers and helped elect key public figures like Alexandre Kalil and Antônio Anastasia.
NATIONAL ROAD PROJECTS
Chapéu na Estrada
We took the platform on the road, selecting new team members via competitive testing and dispatching crews to campaign hotspots.
These journeys resulted in over 60 documentaries, a published book, and national media coverage—all produced in real-time by the team.
