São Paulo, Brazil (April 1, 2025) — 404 Design & Innovation, the award-winning creative company founded in Brazil, today announced the addition of three key creative leaders to its Product team: Executive Creative Director Ariane Polvani and the renowned creative duo Carlos Yanke and Michelle Gorodski, collectively known as “Carchelle.”
These strategic hires represent a significant expansion of 404’s creative capabilities as the design-first studio continues its rapidly rising profile in the worlds of advertising, marketing, media, and digital.
The appointments are a response to 404’s growing list of global clients and the demand for its reputation for innovative, design-driven solutions. The studio, which recently celebrated its first anniversary with multiple prestigious industry awards including a Grand Clio Entertainment Award, continues to strengthen its team with top industry talent.
“Our unique approach to creative problem-solving requires exceptional talent with diverse perspectives,” said Rafael Caldeira, co-founder of 404. “Ariane, Carlos, and Michelle bring extraordinary breadth of experience across fashion, journalism, art direction, and copywriting. Their collective expertise will enhance our ability to deliver transformative solutions that blend creativity, technology, and cultural relevance for our clients.”
Ariane Polvani joins as Executive Creative Director, bringing her multidisciplinary background as an advertising professional, journalist, and fashion industry veteran. Her previous roles at leading agencies including Wieden+Kennedy, R/GA and J.W.Thompson have seen her develop groundbreaking campaigns for clients such as Nubank, Uber, Coca-Cola, and Avon—where she created the celebrated “O Batom da Marta” (Marta’s Lipstick) campaign.
Carlos Yanke, joining as Creative Director/Art, has extensive experience from established agencies including JWT NY, AlmapBBDO, and Droga5. His portfolio features both global and local campaigns for prominent brands including Volkswagen, Doritos, Havaianas, Meta, Dove, Johnnie Walker, Boticário, and Netflix.
Michelle Gorodski, appointed as Creative Director/Copy, has built an impressive career at agencies including CP+B, Africa, Almap, and Droga5. She’s created campaigns for high-profile clients including Netflix, Meta, Boticário, and Doritos. Together with Carlos Yanke, the creative duo “Carchelle” was responsible for the official global teaser for Netflix’s Senna series, a project particularly meaningful for Carlos as it centered around one of his personal idols.
“We’re excited to join 404’s design-first approach to brand marketers’ communications needs,” said Gorodski. “The studio’s maker mentality and flat organizational structure create the perfect environment for developing truly innovative work. Carlos and I have always believed in the motto ‘Work Hard and Be Nice.’ And we’ve found that same philosophy embedded in 404’s culture.”
These strategic additions follow the January 2025 promotion of Mariana “Bale” Balestra to Partner and Chief Operating Officer, further strengthening 404’s leadership team as the company continues to expand its global footprint.
“What attracted me to 404 was the opportunity to blend my diverse background in advertising, journalism, and fashion with their design-first methodology,” said Polvani. “At this moment of non-stop media and marketing upheaval, clients need partners who can approach challenges from multiple perspectives. 404’s commitment to combining creativity with technological expertise creates the perfect environment for developing truly transformative solutions.”
The trio is expected to help 404 attract new client relationships alongside the studio’s existing portfolio of global brands including Netflix, Google, and Natura, while elevating the creative work that has resulted in 404 winning multiple international awards.
About 404 Design & Innovation
404 Design & Innovation is a Brazil-based creative company that develops innovative solutions for transformative brands through a collaborative, technology-driven approach. Founded in 2023, the company emphasizes design thinking in solving complex branding and marketing challenges. 404 is part of Galeria Holding, one of the largest independent networks of creative companies in Latin America. For more information, visit 404 Design & Innovation.
