Lead with real people
Confident, welcoming training imagery makes the room feel lived-in and the first visit feel less intimidating.
Case study / Cia Paulista
Make the first
Make the first
round feel possible.
A beginner-first campaign system for Cia Paulista Jiu-Jitsu, built to make a first class feel welcoming for adults and families.
We paired a clear entry offer with bold, people-centered creative—then shaped the story around the small first step that starts a longer journey on the mat.
AudienceAdults and kids
Creative setFive campaign ads
FocusFirst-class offers
01 / The challengeMake the first step clear
02 / The approachOffers for every entry point
03 / The campaignAdult and youth creative
01 / The challenge
A new student needs a reason to walk through the door.
For someone who has never trained, Brazilian Jiu-Jitsu can feel unfamiliar before it feels exciting. The first decision has to answer the simple questions: Is this for me? What happens when I show up? Can I start without already being fit or experienced?
Cia Paulista’s story is rooted in decades on the mat, but the campaign needed to speak to today’s beginner. We focused the creative on a welcoming first class and a clear introductory offer, while giving adult and kids programs their own voice.
02 / The approach
Make the offer easy to see—and the people easy to picture.
One campaign idea becomes a practical set of creative directions, each carrying the same clear invitation with a different reason to begin.
Put the offer up front
Strong typographic hierarchy lets a new student understand the trial offer at a glance, before the details compete for attention.
Give each audience a path
Adult and youth creative keeps each invitation specific, while the shared visual language makes the campaign feel connected.
03 / Results
A clear invitation to begin. Performance still needs a report.
The five-creative set gives adult and kids programs a consistent way to present distinct introductory offers. The work was designed to make the first step easier to understand and act on. Verified paid-media or enrollment reporting was not included, so performance figures are not presented as results.
Intended outcomes / results unreported
Trial inquiriesGoal: track interest
Cost per inquiryGoal: assess efficiency
Trial-to-member rateGoal: track conversion
04 / Campaign creative
01—05 / Creative set
Five ways to say: start here.
The offers are grouped by audience, with each execution built to carry one clear message from the first glance to the next step.
For adults
Intro offers / confidence / community
Adult intro01 / 05
30 days for 30
A simple first-month offer framed as a full month to find a rhythm and meet the team.
Adult intro02 / 05
High five. Five dollars.
A playful, human moment puts the $5 first month offer in a more social light.
Adult intro03 / 05
Start with a free gi
A tangible welcome gift helps reduce one more question before the first class.
For kids and parents
First month / first 30 days / confidence
Kids program04 / 05
30 days to grow
A parent-friendly introduction focused on confidence, structure, and a supportive place to learn.
Kids program05 / 05
Make the first month easy
A second entry offer for families, with the invitation and the price visible from the start.
05 / Website experience
Start with a clearer first impression.
The supplied homepage hero brings the academy, its beginner-first welcome, and a reserve-class prompt into one focused view.
Cia Paulista homepage / Hero visualDesktop website preview
A clear invitation to begin
Make room for the next first class.
Explore the studio’s current programs and class information on the Cia Paulista website.