Creative strategist · São Paulo
Based in São Paulo & Ilhabela
Twenty years of pitches, brand platforms and experiences. The last thirteen at Red Door Agency, for Google, Heineken, SAP, Danone, Embraer, Deloitte, etc.
The idea is the easy part. Getting it approved, funded, built and run for years: that's the job.
Special projects show the idea. Platforms show that clients came back, year after year. Nobody renews out of politeness.
[ Special projects ]
An empty patch of grass became the star of the show.
Heineken turned an unused area at Interlagos into a grandstand of its own, and it became the most wanted spot at the São Paulo Grand Prix. A festival inside the race, with the Heineken star stamped on every aerial shot of the broadcast.
Ahead of player 1 and player 2, there is Player 0.0.
The brand's first ever gaming initiative grew into a global platform, with championships in a dozen countries following the Formula 1 calendar. It ended up as the signature of Heineken's F1 sponsorship: on the helmet and car of Max Verstappen, the ultimate Player 0.0.
25 years without Senna. One afternoon with all his cars.
For the first time, the classic cars Ayrton raced came to the streets of São Paulo, his home town, for a show run with F1 legends. Toleman, Lotus, McLaren, his karts and more, in a festival that lasted hours and brought 60,000+ people to the streets. Signed by Heineken and Senna Brands.
A house built to relaunch a brand.
Guto Requena's synaesthetic bar read visitors' brainwaves live during tastings, and changed the colours and textures of the room to match what they felt about the new labels. Around it, talks, shows, brunches and parties that changed how the brand spoke. Sold out, then taken to other cities in Brazil and abroad.
The only possible star for the job.
Concept, soundtrack, jingle and the central campaign for Brazil's leading gas-delivery app, positioned in the most natural way possible. "Me chama que eu vou."
The voice of Google, live at the ceremonies.
The first ever sponsorship of a Paralympic ceremony. Not a logo on a board: Google Translate became the official voice of the ceremonies, translating them live with the interface everyone knows. 1bn+ viewers. Cannes Lions shortlist.
Ride the talk.
Tactical planning and delivery for the first bike-sharing programme for children in Latin America, to make Danoninho's promise real: autonomy for kids. Docking stations, app, systems. It ran for more than three years in Santos, São Paulo.
[ Platforms: the stage that comes back every year ]
2017 to 2025 · São Paulo · Mexico City since 2023
An event for a brand that reinvents itself every year: keynote speakers, commercial plans, line-ups, agendas, activations and communication, rebuilt edition after edition. In 2023 the format crossed the border to Mexico.
Highlight · real Google AI running live in different contexts: rating your football skills, prompt battles, music and art co-created with visitors.
2013 to 2026 · São Paulo
SAP's largest event outside the US and Germany, funded by its own ecosystem of partners and sponsors: 69 of them in a single edition. Every year, new technology turned into activations, agendas, line-ups and keynotes.
Highlight · a digital NBA court where 50 years of statistics, managed by SAP, let visitors compare their shots with the legends'.
The short version
Copywriter by trade, anthropologist by degree. Thirteen years at Red Door Agency, running creative and strategy and writing most of the pitches, while the agency went from 15 people during COVID to 120+ in four countries.
Prior to that, SRCOM, including Google's programme for the Rio 2016 Paralympics. In 2022, an MA at Hyper Island on generative AI in advertising, a little before it was a thing.
When a project needs a film, the strategist also moonlights as the director.
Off duty
Writing short stories and chronicles. Cinema and photography, on both sides of the camera. Based in São Paulo (sometimes Ilhabela). Previously in Manchester and London.
Lame but resilient sailor, football midfielder, cook and motorcycle rider.
Working languages: English, Portuguese, Spanish, French and Italian.
CV (PDF) ↓Four of my brand new independent initiatives. Which door you knock on depends on the size and the angle of the problem.
Recognition
Talks & press
Say hello
If you have a brand to position, a pitch to win or a room that needs an idea, just say hello. Will do my best. If you just want to argue about AI and cinema, also drop me a line.