Let me tell you a story. I was born in 1978 into a family of soldiers, and for a while it seemed inevitable that I would follow the same path. At eleven, I enrolled in the Military School of Porto Alegre, one of Brazil’s toughest academies and alma mater to seven presidents during the country’s 25-year dictatorship. But military life was not for me. At sixteen, I chose a very different path: advertising.

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My senior career began when I left my hometown of Porto Alegre for São Paulo and joined Lew,Lara TBWA. There, I worked with clients like Nokia, ABN Amro Bank, Tim Mobile, and Natura Cosmetics, winning my first national and international awards. São Paulo was overwhelming at times, but also eye-opening. Cycling through the city, dwarfed by skyscrapers, I felt small yet inspired.

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In 2007, I moved to Berlin as Creative Director at TBWA\Berlin, leading work for Adidas across German-speaking markets. Living in Mitte during the early days of Berlin’s creative boom, surrounded by more than 300 art galleries, I began shaping my own creative style, an eclectic mix of design, lived experiences, and PR.

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Next came CP+B Scandinavia, where I immersed myself in digital creativity and learned the value of social responsibility. From there, my journey took me to Tribal DDB Amsterdam, working with brands like KLM and Philips.

Eventually, I returned to Porto Alegre as ECD of DM9Sul. It was a thrilling time: Brazil was preparing to host the Olympic Games and World Cup, and our team won four Cannes Lions and more than 25 shortlists in just three years.

 

But the corruption tied to those events triggered the country’s deepest economic recession, and I decided to move again, this time to JWT Dubai. There, we partnered with clients like Harvey Nichols, Meraas, National Bonds, and Bentley, earning recognition on the global stage. The agency won 3 Grand Prix at Dubai Lynx and that made me one of the most awarded ECDs in the region.

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After just a year, Africa São Paulo invited me back to Brazil to lead its biggest account, Vivo Telecom. I managed a $100 million media budget and $15 million in production, delivering 15 TVCs and several integrated campaigns in a single year, while also picking up new Cannes wins.

Still, life back home was difficult. Brazil’s beauty was shadowed by daily violence, and with two young children, I needed a safer environment. So, I relocated to Guernsey in the Channel Islands, taking on the role of Creative Director responsible for Art, Design, and Activation, as well as Global Design Director.

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Now, at VML UK, I get to help brands navigate the space where commerce meets creativity.

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In 2024, our work for Baileys earned a Silver and a Bronze Lion at Cannes. In 2025, Guinness’ Glassphemy was shortlisted, making us the most awarded creative team for Diageo in the past two years. Alongside this, we are pushing boundaries with brands like Carlsberg, LEGO, Coca-Cola, Bayer, and more.

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At the end of the day, it is all about staying curious, embracing new challenges, and creating work that connects with people in meaningful ways. If that sounds like your kind of thing, stick around, it is bound to be an interesting ride.