The one where a wellness-led, high-end site helped lift ticket sales 40% over the first sales phase.

I designed and built the site end to end in Framer, from research to launch, and tracked it with GTM. Together with the brand, we produced the photos and videos the site is built on. I worked for two months alongside the brand's art director and their ads manager.

Heavy Love started in São Paulo over 10 years ago as an itinerant house party with a secret location, held only four times a year on São Paulo's north coast and in Rio. The Réveillon is its flagship, with five editions so far in Icaraí de Amontada (CE). It runs 7 days, with 4 parties (3 of them open bar) and 20+ acts, sold as one R$2,500 package that includes boat parties and wellness. Each night hosts around 1,500 guests†. The audience most likely to buy the full package didn't see their expectations reflected in the old website. A premium trip presented like a flyer asks people to commit R$2,500 without showing them what they're buying.

How might we make the site feel as high-end as the event itself, so it converts more of the audience Heavy Love already attracts?

The goal was a site with a wellness, experience-first and fully high-end feel, so that's what I researched: how wellness retreats, luxury hospitality and experience-led events present themselves online. The pattern was clear. For a 7-day trip to a remote village like Icaraí, the next question after "who's playing?" is "where do I stay?" Together with the brand, we produced promotional photos and videos for the event. That original footage, not stock imagery, is what gives the site its wellness, high-end feel.

I used premium cues instead of festival conventions: full-bleed video and editorial copy ("O encontro da música e o mar"). The home page answers a buyer's questions in the order they come up.

The research insight became Guia da Vila, a guide to Icaraí through its people ("Icaraí tem rosto, voz e história"): local cooks, food spots, crafts, spa and 6 guesthouses. Each guesthouse card has a map and a booking link already set to the event dates (Dec 26–Jan 2).

The site went live on the same day the second sales phase ("Segunda chamada") opened. A pop-up raffle for two all-access tickets greeted every visitor and turned first visits into WhatsApp group members. Because the site launched with a live sales phase, real buyers tested it from day one. I tracked it with GTM. 72%+ of traffic was mobile, mostly from Instagram and WhatsApp, and the raffle pop-up converted 18%+ of visitors into entries. In the first version, the package sat near the bottom of the home page, after the lineup and Guia da Vila. Only 31%+ of visitors scrolled that far, and the Festas and Guia da Vila pages had no way to buy. Visitors were ready to buy sooner than the page let them. The price was buried behind the pitch, and every page but the home was a dead end. I moved the package section right below the hero and ended every page with the package and ticket CTA. That's the structure the site has today. Ticket CTA clicks rose from 2.8% to 4.6%+ of visitors.

I moved the package right below the hero and ended every page with the package and ticket CTA. That's the structure the site has today. Ticket CTA clicks rose from 2.8% to 4.6%+ of visitors.

Primary result: Ticket sales rose 40% over the first sales phase once the site and raffle opened the second. Secondary result: Guia da Vila sent 310+ clicks to guesthouse booking pages during the second phase, and 1 in 3+ buyers came from outside Ceará. The raffle drew 4,200+ entries and grew the WhatsApp group to 1,900† members, giving the brand a direct line to buyers for the next edition. Heavy Love didn't need a new audience. It needed a site that spoke to the one it already had.