. Collaborating and creating opportunities to implement Digital Business Transformation programmes to help clients to digitally transform their business and achieve value-add outcomes.

. Contributing to identify and unlock creative opportunities while growing both new and existing business through creativity, design & innovation on different industries and across the globe.

. Partnering with creative leaders, strategists, business account and PMs to create value and growth in the intersection between business, creativity and technology.

. Helping to shape and implement strategic and creative visions on different accounts and projects. Creating value and efficiency for the company and balancing users needs, ideas and business requirements.

. As a creative practitioner, helping to define, drive and elevate the quality of thinking and craft across different projects and teams. I Managed, supported and oversaw creative teams of visual, UXDs and motion designers, copywriters and content strategists across regions and time zones. Ensuring the team is delivering the best creative, experience and commercial outcomes.

. Contributed to define and implement digital design philosophy, new methodologies, agile processes and lean creative approaches within different accounts and projects.

. I contributed on several winning pitch processes and on global pitch taskforces for Publicis Groupe across different industries. (Power Of ONE)

. Inspiring, mentoring and enabling the growth and development of creative talents within and without the company. E.g. Initiatives for Human Transformation like 'You Make It' and 'First Love Foundation’ programmes.

. Along the years, helping to craft and implement the company’s creative vision in the UK. Growing from 20+ to 100+ strong multicultural and talented creatives during my time.

Fly Garage Innovation Lab was a strategic partnership between Mondelez International, the Contagious( A creative and strategic intelligence service), and innovation house Castro focused on helping
Mondelēz to innovate its business, strategy, processes and creative output through design thinking.

I was one of the "Flyers” from around the world, invited to co-create on this innovative experiment and help to shape the way Mondelēz brands connect with people and create new models of brand engagement.

In a collaborative and multicultural environment, our challenge was to tackle complex problems and define, create, present and prototype concepts & ideas for connected products, services and experiences through daily ideas driven incubation sessions.

. Associate Creative Director (ACD) for one of the world’s largest telecom companies in Brazil - TIM Mobile and after for MasterCard LatAm accounts.

. During my tenure, TIM Mobile became the most profitable and flagship account in R/GA Brazil. It's being praised and awarded within the R/GA network and recognised in the industry.

. Helping to consolidate the "#Priceless” strategy in Brazil and LatAm with several integrated projects, creating new ways of digital engagement and significantly increasing the love for their brand by delivering useful and entertaining features to their platforms. E.g. the MasterCard Priceless Brazil Guide achieved in just three months, with no paid media support, over 10,000 people registered to use the guide, posting over 1000 experiences.

. Contributing with different leadership teams to identify and unlock business and creative opportunities for transformation.
Helping to define, develop and implement integrated strategic and creative visions, generating new business propositions for TIM Mobile and MasterCard accounts.

. As a creative leader, I contributed to different clients to create, structure, manage, deliver and grow their digital ecosystems (their products and services) through design experiences, communication and creative leadership.

. Helping to lead multidisciplinary teams across diverse department (experience design, content, strategy & data, development and delivery) and for different channels (branding, connected product & services, comms and social media) and together defined digital strategies and creative outcomes.

. Helping to shape, consolidate and expand the R/GA’s world class creative culture in Brazil.

. Actively contributed to consolidate R/GA Brazil (Sao Paulo) as one of the most successful and creative offices in the R/GA network.

. As part of the local senior management board, I contributed to establish and grow Unit9’s business and their world class creative offerings in the Brazilian market.

. As member of the local creative leadership team/board, my role was to define and connect with advertising agencies across the country to establish partnerships between their creative departments and our digital offerings. We managed to grow 45%+ in the base of clients and projects within the first 6 months of expansion.

. As a design director represented by unit9 Brasil/London, I developed strategic and creative concepts, comms and brand experiences across multiple channels and platforms for Brazilian clients and also for some brands and agencies worldwide.

. I also managed creative teams of visual and experience designers, copywriters, motion designers and developers in multiple locations. I was responsible for the creative process and final output, from the creative concepts to the final delivery of the projects.

. Collaborating with their clients and brands to unlock opportunities of growth and innovation through curiosity, ideas and design.

.Leading creative accounts and projects, managing team work and building relationship with clients from the Fortune 500 companies list.

. As a Senior Creative, one of my key roles was to to elevate the quality of thinking and craft and deliver meaningful digital experiences, connected products & services, brand comms, social media activations and web platforms together with multidisciplinary teams.

. Help our clients (e.g. Pepsico, Unilever and Google among many others) to engage with their customers in more relevant, useful and entertaining ways. Also responsible for the creative process and design direction in multiple project, from the creative concepts to the final delivery of the projects.

. Being a hands-on thinker and practitioner helped me to develop my strengths and skills to create and lead creative projects and work collaboratively with clients to establish and expand their brands and businesses.
Also prepared me to manage multidisciplinary teams of visual designer, experience designer, copywriters, strategy, development and talented producers.

. Sharping my creative thinking mindset and learning from a great creative and leader Andre Matarazzo (www.bethesexybeast.com). Strengthen my skills: from creative strategy, ideas and concepts to the loving craft of making things come to live.

. Creating concepts, brand experiences, UX designs and brand comms for global clients with love from Brazil. E.g. Coca-Cola (BR) and Coca-Cola (MX), Absolut Vodka (BR & SE), Unilever International (US), Gatorade (CA), Motorola (US), among many others.

. In 2008 - One of the creatives responsible for winning the company’s main and most profitable account: Coca-Cola Brazil and its three other sub-brands: Classic, Zero and Light. For a small design and innovation Studio to have won such a big brand from a traditional Ad agency was a big impact in the market at the time.

. I helped to win other profitable clients and projects: Coca-Cola (MX), Absolut Vodka (BR & SE), Unilever International (US), Gatorade (CA), Motorola (US), among others.

. During my tenure, I directly contributed to an exponential and sustainable growth of the Studio and its structure: E.g. team expanded from 10+ people to 50+.

. I contributed actively in establishing Grïngo’s personality, culture and reputation in the world’s digital market. It was considered on several occasions by specialised media, as one of the world’s most creative and innovative studios in the world at the time. And the best Studio in Brazil to work for.

. One of my key roles was to define the design direction for multiple project, ensuring the best creative, consumer experience and commercial outcomes. Responsible for the creative concepts until the final delivery of the projects.

. Creating meaningful brand experiences for clients such as Fiat, Sadia, Microsoft among many others. Also one of the creatives involved on the reformulation and repositioning on digital for Whirlpool Brazil.

. One of the Digital Art Directors competing to win the Nike pitch account in Brazil.

. Later, helping to remodel and restructure the Coca-Cola creative unit - when the account was still part of the Agência Click most profitable clients. I was focused on creating connections between brand comms campaigns and digital thinking. And creating opportunities of growth and awareness in digital for the Coca-Cola brands: Classic, Diet and Light.

. During my tenure, I contributed to establish the Coca-Cola brands in digital and become one of the most beloved digital brand in Brazil at the time.

. As a Digital Art Director I won some national awards.
A gold medal and the 39th Grand Prix Brazil Columnist Award ’06 – September.2006 (Brazil’s most traditional communication festival. In existence for 40 years).
The interactive piece is called “Dorminhoco” and it was created for Coca-Cola Light.

My great school of business in real life. ;)

After staying in Europe for a while and coming back to Brazil, I decided to take on the challenge and run my own digital business, with two great business partners, we decided to create 'Nativ – Interactive Agency'. Focused on Promotional hotsites, Brazilian and German educational institutions, e-commerce and content verticals, artists and media digital presences, among many others.

During its life, we won several important accounts in the Brazilian market: Content Portal "PE 360 for TV Globo Nordeste" (for Brazil, TV Globo is the most important Brazilian Television Network), Art bookstore Domenico, Brazil Germany Cultural Center (Goethe-Institut’s partner), politician Marco Maciel (ex-Vice-President and Senator for Brazil), etc.

In 2003 & 2004 we won 2 awards and the champion title consecutively in the AETI awards (www.aeti.com.br) with the best e-commerce solution in the State of Pernambuco for the Infobox site.

The agency was created in Oct'99 looking for professionals with knowledge and proven experience in digital communication in Brazil. The challenge was to build strong and talented teams, able to bring a new ways of thinking about the impact of digital to transform brands and businesses to the Brazilian market.

I was hired as a Lead Designer responsible for the creative outcome and how to elevate the quality of thinking and craft of the teams and projects. Also representing the agency as a digital creative expert to its clients. Cartello was the digital department of Ampla Comunicação (www.ampla.com.br), one of the most creative and awarded advertising agencies in the Brazilian North-Northeast markets.
During my tenure, I matured my creative skills and also had the opportunity to developed other ones such as business management and strategy, team management, branding and communication.

Inovação was a digital agency operating from 1995 to 2003, one of the pioneers in Brazil to create communication for digital media.
In 2000, the article “The Best Reviews of Criação Magazine'99” (published in Feb 2000), ranked the agency at number two in the national ranking of best Digital Studios. (At the time still named as website producers). It was one the most awarded during its existence. Rest in peace.

. I started as a Junior Designer, developing small projects under supervision.

. Some months later, I was promoted as Junior Digital Designer and start to create and develop websites. (Yes, coding in HTML). From there, I focused on growth and developing my skills as a Digital Designer and Art Director in order to consolidate the agency’s strategy and clients needs.

. During the period I worked as a Digital Designer, I contributed to consolidate its creative vision and position among the best digital Studios in Brazil.

Initially I worked as a Graphic & Brand Designer and later transitioning to Digital as the company decided to innovate and expand its offerings.

IDEO - U
LEADING FOR CREATIVITY
Leadership, Creativity & Business

** with Tim Brown, Chair of IDEO **

. Scale creativity within teams and organisations to guide, tolerate and navigate ambiguity

. Empower individuals, teams, and organisations to become more resilient, adaptable, and innovative

. Increase team and organisation’s capacity for innovation by creating a culture of experimentation

. Instil purpose, inspire, and motivate people to think beyond their job

. Enable others to tap into their potential by crafting well-framed questions

. Build trust and stay present and engaged with the work of your team

. Reinforce the beliefs and behaviours of creativity by designing rituals to guide your culture