My creative career started before I was born. Grandson of a visual artist and son of an illustrator-filmmaker-romance-writer-journalist, the DNA with the art gene was here all along. It was natural that at the age of 14, I started working at my father’s small agency in Goiania, Brazil.
In 1998, I discovered the power of movement on the web and quickly became a Macromedia Flash specialist. A single tool took me to many places, starting with designing websites and moving my way into advertising and designing banners at Isobar.
These banners were my way into the awards world. At least a third of everything I was awarded for came from these small 12kb pieces of advertising.
Fast-forwarding half a dozen years, I had to take my next step and decided to move into the traditional advertising world, where I had to become junior all over again. Learning how to run a photoshoot, filming, and thinking about a more complex media mix definitely required some learning.
My passion for motorsports made me accept a job offer at a small agency in Bahrain that had the Sakhir Circuit account. It didn’t take me three months to move to JWT, and I was finally in the major league again.
From 2007 to 2010, I moved to Wunderman Dubai. An interesting challenge to make a direct marketing firm take a more digital approach was in place. Being in the Middle East allowed me to work with big budgets, interesting clients, and a multicultural audience with many religious restrictions altogether. After that, I started my own agency, which made me grow apart from the hands-on creative tasks but helped me improve a lot on time management and leadership skills, mainly with the creative teams.
NEOJETS was a chapter that forced me back into pure design, after over a decade in advertising. I had to learn UX, UI, and how to work closely with development teams.
Building an ERP for business aviation was nothing short of the most challenging project of my life. Over 15,000 screens, ideas, and sketches designed alongside five different major pivots in the product.
But the opportunity to merge all skills came in 2023. For so long, I thought I was a generalist. But the fact is that I spent almost (and sometimes over) a decade in each of the areas: advertising, product design, and branding. Does it make me a specialist in all of these? Maybe, maybe not.
So there I was, working again with the banking and financial services industry. Thinking of a product at the project management level, thinking of an investor deck at the advisor level, and building a bank from the junkyard of an early investment in the gift card space.
Creativity, for me, is about mastering the art of adaptation. In the commercial space, it’s not enough to have a signature style; you must possess the ability to transcend it. I’ve dedicated my career to crafting visual narratives that resonate with the identity of each brand, blending their voice with my creative vision. While my personal projects lean into the bold, urban, and brutalist realms, my true strength lies in the ability to amplify a brand’s essence, delivering work that is both innovative and unmistakably theirs. That’s the beauty of commercial creativity—every project is an opportunity to tell a new story, in a new way.