about me

I was born in a small town near São Paulo, 42 years ago. Graduated in Advertising at Universidade Metodista de São Paulo. Moved to Rio de Janeiro in 1996 to be closer to the surf, but also because it was easier to get a job. After stints at small creative shops in Rio, I was hired by Publicis in São Paulo.

At Publicis (2000) I typed my way into the agency's biggest account at the time: Bradesco bank. I presented concepts nearly everyday, nagging the Creative VP until I finally landed my first campaign, which rounded up to 11 TV spots. I became partner to a Creative Director after that, which led me to go to Madrid representing the Brazilian office on a global pitch. It also took me to the Cannes Festival for the first time. Didn't win any lions but got hired by Washington Olivetto's famous W/Brasil.

W/Brasil (2004) was a very productive environment, where you had independence and freedom to do as you envisioned. There was no researching, no production department, each creative had to lead the production process directly with the production house and the client, which opened a world of possibilities and experiences. Such as the launch of Sadia's frozen products, including the major hit Hot Pocket Sadia.

Then I moved to Leo Burnett (2006), for a very international experience working with Visa in over 30 countries, and P&G (Leo Burnett Chicago) for a global launch of Always pads. Besides I was responsible for developing local projects for Fiat and winning the Camil Foods brand pitch.

I then decided to take a sabbatical. For half a year I surfed, mainly Costa Rica and the North Coast of São Paulo. Wrote 2 books and a short movie script called Ilha Barnabé: a dark humor tale of 2 friends who have found the perfect surfing spot near a tribe of ancient cannibal indians - luckily it was never made into film.

In August 2009 I was hired at J. Walter Thompson. After fifteen months I was appointed Creative Director for Unilever haircare brand Seda (Sunsilk), responsible for many global product launches while working closely with London and Buenos Aires offices. This experience led me to handle the launch of Microsoft Windows 8 in 9 countries (in Latin America plus France and Italy), leading a team of 6 creatives for over a year. In the following years I landed the Cargill Foods business, had a role in winning the Coca-Cola Christmas pitch, was responsible for winning Droga Raia and Drogasil accounts (pharma) and became Brand Leader for Shell (Gas stations, Lubes and Corporate). More recently I was the Creative Director responsible for landing the Amstel beer entire business, after a 2 month pitch. Still, after almost 8 years, I saw it was time for change.