Bye Bad was born from a partnership with Vintage Culture to reinvent Brazil’s after-party. We developed all communication, activations and a complete repositioning of brand and audience, along with sponsorship strategies for events and live streams. We led new product development for the brand, turning a hangover remedy into a symbol of conscious nightlife. Our approach connected lifestyle, electronic music and wellbeing, creating a brand that speaks the authentic language of a generation that lives the night with intensity.