404 Design & Innovation Promotes Mariana "Bale" Balestra, Ad Industry Veteran, to Partner and COO

Jan. 06, 2025

404 Design & Innovation, a creative company operating globally and founded in Brazil, today announced that Mariana "Bale" Balestra has been promoted to Partner and Chief Operating Officer. 

Balestra has been with the 404 team since its inception at the end of 2023. She brings 25 years of industry experience and a proven track record of building successful client relationships with leading brands including Spotify, TikTok, AB InBev, Netflix, and Google.

Prior to joining 404, Balestra served as Head of Operations at Soko (now Droga5 Sao Paulo). 

Balestra’s promotion comes as 404 celebrated its first anniversary and racked up a string of award-winning global campaigns. 

In her new role, Balestra will continue to build unique relationships with major brands through her leadership in developing groundbreaking design work that’s grounded in efficient workflow processes that deliver measurable results.

Rafael Caldeira, co-founder of 404 said:

"404 has a ‘maker mentality’ that’s embedded in everything we do, that's why we consider ourselves a creative studio, not an agency. Bale has shown that she has this same sensibility and the skills and leadership to expand our vision. She has earned the respect of the industry for managing design operations while maintaining a true passion for craft and production.”

 

404 is part of Galeria.Holding, one of the largest independent networks of creative companies in Latin America. Founded by Caldeira, Renan Monjon, and Saulo Monjon, together with the founding partners of GALERIA.ag, Eduardo Simon, Rafael Urenha, and Paulo Ilha, 404 Design & Innovation has quickly established itself as one of Brazil's most awarded independent creative studios. The company's success stems from its unique design-first methodology that enables sophisticated problem-solving across various executions, from PR stunts and advertising to AI applications and graphic design.

Balestra has already made her mark during her tenure at 404. She served as the operational and production lead for "The Cruise Heist," the studio's breakthrough Netflix campaign that earned numerous prestigious awards including Cannes Lions, El Ojo, and a Grand Clio Entertainment Award.

Balestra said:

“Joining 404 last year has allowed me to appreciate their rise as a new model for creativity in design, advertising, marketing, and media is incredibly exciting for me from a personal as well as a professional perspective. The studio's commitment to design thinking aligns exactly with my approach to building strong operational foundations. I look forward to contributing to 404's continued success."

 

The promotion of Balestra strengthens 404's leadership team as the company continues to expand its work with global brands in 2025.