Sandy
Toneman
brand design
operations
business strategy
NORTH AMERICA
SOUTH AMERICA
EUROPE
clients:
adidas
nike
target
jeeptour
greenpeace
alma story yoga
coca-cola
electronic arts
xbox
microsoft
korres
city of rio de janeiro
Brand:
Engagement:
Technology:
Press
+ Awards
adidas Originals: AR Experience
SHORTLIST (2010, Cannes Lions)
PRIX (2011, CRÉA – “Promotional Websites”)
PRIX (2010, Boomerang – “Promotional”)
GOLD (2010, DMA – “On The Edge”)
GOLD (2010, DMA – “Craft: Animation”)
S.O.T.D (2010, FWA award)
adidas Originals: Death Star
adidas Originals: Mobile Image Recognition
adidas Originals: Facebook Innovations
Target: Back to College
FINALIST (2011, The One Show – “Consumer Goods”)
GRANDPRIX (2011, CRÉA – “Promotional Websites”)
GOLD (2011, The One Show – “Video Remix/Mashup”)
PRIX (2011, CRÉA – “TV ads, Product”)
GOLD (2010, DMA – “Online Video”)
GOLD (2010, DMA – “Craft: Art Direction”)
adidas Originals: Street Corner
FINALIST (2011, The One Show – “Short Form”)
PRIX (2011, CRÉA – “Integrated”)
GRANDPRIX (2010, Boomerang – “Interactive Marketing”)
GRANDPRIX (2010, Boomerang – “Integrated”)
PRIX (2010, Boomerang – “Best use of Facebook”)
BEST OF SHOW (2010, DMA)
GOLD (2010, DMA – “Online Advertising”)
adidas Y-3
FWA - Site of the Day.
Boomerang - Grand Prix, Site experiential
Target: My Stationery
Ad:Tech award winner for Best Business-to-Consumer Marketing Website, 2007
Her strong interest in technology and innovation combined with solid understanding for digital strategy makes Sandy a unique player in the digital space.
She has been responsible for many global digital successes for the two biggest sports brands in the world.
Niels, Global Head of Partner Marketing at Sonos Inc.
About
Me
Being raised across two distinct cultures was the biggest blessing my parents gave me. Spending every summer and school break in rural Rio de Janeiro and the school year in the SF Bay Area shaped a curious soul that seeks to explore and grow. After achieving the traditional
success in climbing the corporate ladder of the ad world which was an amazing and fulfilling experience, I opened up my universe to something completely different: I moved to a remote organic farm in the mountains of Rio where I could be much closer to mother nature. It was beautiful and life changing.
Living in the oldest organic farming region of the state of Rio, I learned about the incredibly important role of organic practices in our ecosystem and saw first hand the struggles my neighbor farmers had with the organic business system. We started project +SOMA with the goal of democratizing organics. We first launched a kiosk restaurant at the beach, started a farm to table delivery concept, and had been working to open up a pizzeria in early 2020. And then the pandemic hit...
Thankfully I was in the SF Bay Area visiting friends in fall of 2019 before the covid outbreak started, and I had always continued to provide freelance services to small companies and start-ups. (It's impossible after so many years in the business to not help someone with their brand strategy or team structure, especially if you have the expertise to help :) However since everything has flipped upside down, I'm currently looking to expand my experience into the web3 space- passionate about all the potential, excited to get back into the forefront of technological innovation and work with some amazing people. Let's see where the next adventure leads!
business strategy
product launches
project management
process & operations
team leadership
start up experience
consumer insights
brand storytelling
digital strategy
user experience design
influencer marketing
channel planning
content production
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Identifying a market need, hopeful to make a difference, and wanting a change of lifestyle led me to create +SOMA. In Portuguese 'somar' means to sum, to add up together, and was quite fitting for the adventure- we work with generations of small family organic farms in the mountains of the state of RJ to bring fresh pesticide-free food to communities in the city lacking access. Seems like an old concept, but what I learned was eye opening: Brazil uses the most pesticides in the world. We take chemicals that other countries have banned years ago. And middle men buy organic produce extremely cheap then put a 500% increase on the price that only a fraction of the population can afford, while squeezing the farmers who are vital for the health of mother nature.
Laying out a business plan based on market research, consumer insights, creative concepts and executions, we set forth on the journey that hopefully will see many variations and evolutions. Below I share the process of building our brand and our pop-up restaurant experience.
Business Concept
Branding & Design
Pop-Up Kiosk
Contact
Brazilians love to chat - so hit me up on whatsapp or signal ;-)
+52 984 259 5714