Creative Director, Creative Strategist, and Copywriter based in São Paulo.
Creative Director and Copywriter with over 16 years of hands-on experience in advertising and marketing. Working in the Game Industry, B2C, and B2B sectors, where I've led cross-functional teams to develop and execute campaigns for a diverse range of clients. My expertise lies in leveraging creativity to effectively solve business challenges and drive measurable results. Complementing my professional background, I have a passion for teaching, holding a background in Pedagogy alongside my advertising career. From 2017 to 2021, I was teaching the Digital Marketing MBA course at the UNICEUB - Centro Universitário de Brasília.
ExxonMobil
ExxonMobil is a major B2C2B North American oil company, and it is also growing in South America. In 2019, we wanted to show all their power to the Brazilian industry. Using the tag line: "Where there's movement, there's Mobil." We've launched an integrated campaign with a spot, OOH, a magazine's ad, and through the use of social media. Our strategy was to stand out as Mobil Oil has a presence in unexpected fields, from car engines to space rockets.
Responsibilities: Brand Concept | Copywriter | Creative Director | Creative Strategy
“Where ther moviment, there is Mobil.”
Claro Telecom
AntiMosquito Charger
Brazil was facing an unprecedented outbreak of dengue fever. The question arose: how could a phone company assist people during this challenging period? Recognizing that people often forget to apply repellent but never forget to charge their smartphones, we devised a solution: the repellent charger.
Responsibilities: Copywriter
Taking care of the family and the household is not solely a mother's responsibility; it's a task for the entire family. To emphasize this message to every member of the household, we enlisted the help of Rose, the renowned and witty robot from the Hanna-Barbera cartoon series. In a live-action format, Rose instructs the family on modern methods of household management.
Responsibilities: Copywriter | Creative Coordenator | Creative Strategy
Brilux Bleach
Wildlife Studios
Over the past two and a half years, I've had the chance to delve into two of my greatest passions: advertising and mobile games. Collaborating on countless projects with incredibly talented individuals has truly been a joy. Take a look, and you'll see just how fulfilling the experience has been.
Games: Tennis Clash, War Machines, AFK Football, Greedy Wizards.
Responsibilities: Copywriter | Creative Director | Creative Strategy | Film Director
Continental
150 years campaign
Some products remain unnoticed until they're needed, only then do they come to mind. This realization inspired the celebration of Continental Pneus' 150 years. As a creative director, I assisted Continental Pneus in branding and introducing new products. After a period of little communication from the brand, we employed humor, a powerful tool for engaging and captivating audiences, to convey that Continental Pneus connects people to their next destination.
Responsibilities: Brand Concept | Copywriter | Creative Director
Perfect for your Off-Road side. Perfect for your On-Road side.
CloseUp
Zoom
CloseUp, one of the leading dental companies in Brazil, embraces the cause of free kisses. The concept "No judgment, just kiss" serves as the brand's statement. CloseUp was the first brand to utilize zoom on Instagram to celebrate all types of kisses. We created images that made it possible for viewers to understand what happened when the public zoomed in on the photos.
Responsibilities: Copywriter
This printed campaign created for the Mitsubishi Pajero Dakar secured a cover feature in one of the most renowned advertising magazines: Archive.
Responsibilities: Copywriter
Mitsubishi
Folha de São Paulo
Folha de São Paulo, the biggest newspaper company, created a campaing for the launch of the Grandes Arquitetos Collection.
Responsibilities: Copywriter
TOTVS is Brazil's largest B2B software company, and they required a campaign that conveys their vision for the country's potential. We developed a campaign that illustrates how they contribute to propelling an entire nation forward.
Responsibilities: Brand Concept | Copywriter | Creative Director | Creative Strategy
TOTVS Brasil
Headlines
Here are some of the titles I've made throughout my career.
There's no point in owning expensive watches if you don't have even a minute.
From the office you only see your bank account grow.
A newspaper should be like a lie detector. The difference is that when it uncovers a lie, it doesn't tremble; it publishes it.
Viewed from above, the country appears to be doing well. However,the issue arises when the carpet is lifted.
The Forester undergoes rigorous testing by robots. While we have already tested it with humans, they suffer greatly when they must part from the car.
If only it were a little smarter, it would write long texts on Facebook.
About
People often refer to the city where I was born and raised, Recife, as "the biggest small city in the world." It's a sort of jest, but I believe it reflects the spirited nature of the people who hail from there. We dream big. Early in my career, I made the decision to relocate to São Paulo because I aspired to work in the Premier League of Brazilian agencies. Fortunately, I had the opportunity to collaborate with some of the most prominent figures in the advertising industry in my country. Even more fortunately, many of them became my friends. My goal is to produce outstanding work with like-minded individuals, especially those who share my passion for generating creative ideas. I firmly believe that exceptional projects only come to live when you invest both your heart and hard work into them.