FREELANCE
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UEFA CHAMPIONSHIP FINAL
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FREELANCE | UEFA CHAMPIONSHIP FINAL |
As a freelance Creative Director and Executive Producer, I led the creative vision and execution of Anitta’s headline performance at the 2023 UEFA Champions League Final in Istanbul. Tasked with delivering a high-impact, globally broadcast moment on one of the world’s largest sports stages, I collaborated closely with UEFA’s core production team and the show’s global broadcast partner to shape, direct, and oversee every aspect of Anitta’s performance.
From initial concept through final execution, I was responsible for creative development, staging, choreography alignment, visual design, and technical integration—ensuring that the performance reflected both Anitta’s global brand and the cultural scale of the event. I worked in constant coordination with on-the-ground production crews, UEFA’s live event operations, and the show’s director to ensure seamless delivery in front of a live stadium audience and a massive global broadcast.
The UEFA Champions League Final is one of the most-watched annual sporting events in the world, with Anitta’s performance reaching over 450 million viewers globally through the live broadcast and digital distribution. The moment became a viral highlight across social media and cemented Anitta’s position as a global performance artist.
This project exemplified my ability to operate at the highest levels of live entertainment, managing creative execution under intense timelines and with multi-stakeholder alignment, while delivering a culturally resonant experience to a worldwide audience.
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I served as both Creative Director and Executive Producer for Anitta’s performance at the 2023 UEFA Champions League Final in Istanbul, overseeing the full creative concept, performance execution, and production alignment across UEFA’s broadcast and live event teams.
Impact: The performance was broadcast to an estimated 450 million global viewers, significantly surpassing the reach of the Super Bowl Halftime Show, which averaged approximately 115 million U.S. viewers in 2023. The event positioned Anitta in front of one of the largest annual global TV audiences, elevating her brand and impact on an international scale.
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I managed the full creative lifecycle of the performance, from ideation and staging through rehearsals and live delivery. This required daily collaboration with UEFA production teams, stadium operations, choreographers, and technical leads to ensure seamless integration within a tightly choreographed live show environment.
Impact: Delivered the only music performance of the UEFA Final pre-show, contributing to a broadcast moment that became a top-trending topic globally, with widespread pickup across social platforms and international press.
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The creative approach celebrated Anitta’s identity as a Brazilian global pop icon while matching the scale and gravitas of a major international sporting event. The performance blended high-energy choreography, striking visual design, and culturally inclusive storytelling in a stadium setting.
Impact: Helped reinforce UEFA’s positioning as a global entertainment property, and Anitta’s performance became a viral segment across digital channels, earning millions of additional views post-broadcast and expanding audience reach well beyond traditional sports and music fans.
