I lead creative teams that turn brand into business results.
14 years in brand, design and creative operations. I lead in-house teams with people, process and generative AI.
Eleve o nível
do jogo.
- Challenge
- Turn "Eleve o nível do jogo" (2024) and "Caminhos para o Impossível" (2023) into identities that set the event apart.
- What I did
- Directed a team of 7 across brand design, motion, illustration and copy: a gaming/HUD universe in 2024, street-poster lambe-lambe in 2023.
- Deliverables
- Logo system, key visual, website, stationery, merch, apparel, beer label, opening motion, stage and stand design.
In the same period, the team (9 people) delivered 300+ pieces a month with 30% shorter average production time.
Clicou,
assinou.
- Challenge
- Modernize the identity and take the bureaucratic weight out of the e-signature category.
- What I did
- Created the tagline "Clicou, assinou" as the backbone, won director buy-in with high-fidelity mockups, and extended it to launch video and a redesigned website.
- Deliverables
- Visual and verbal identity, mockups from badge to merch, kinetic launch video, website UX/UI.
Rebrand rolled out across 150+ touchpoints (product, site, campaigns, internal materials) in 4 months, with an in-house creative team built from scratch.
Stand J&T
E-commerce Forum
- Challenge
- Make the J&T stand impossible to miss at Brazil's biggest e-commerce forum, with structure and set design already locked.
- What I did
- Art-directed every panel and wall: brand red, mascot and Brazilian landmarks, Midjourney for print-grade imagery, AI for fast environment prototyping.
- Deliverables
- Panels and walls, service counters, A4 flyer, high-fidelity mockups.
40% less time exploring concepts and key visuals after building generative AI (Midjourney, Claude, Runway) into the J&T creative process.
Inclusão
na real.
- Challenge
- Build a proprietary, modular visual language for always-on social content, keeping the brand's aesthetic sophistication.
- What I did
- Creative direction for social: a modular system that let the team produce fast without losing consistency, plus art direction and motion for a video shown at the employer-brand convention.
- Deliverables
- Social feed system, always-on posts for diversity, inclusion and recruiting, and the convention video.
A cohesive feed that reinforces the brand's positioning and grows engagement through authentic visual narratives, and a video shown at the company's own stand at its employer-brand convention.
Torra lenta.
A whole coffee brand, from idea to campaign, with generative AI in production. The AI makes the images. I make every decision.
Concept: a clock without hands. The vent-valve holes that let the coffee breathe become the hours, and the highlighted dot marks four in the afternoon. Coffee that breathes, time without hurry.
Concept and name, symbol, typography and palette, light, camera and material briefs, character choice and curation of every single piece.
- ChatGPTproduct photos, characters and scenes
- Kling AIvideo from the approved photos
- Claudeprompts, brand application on the photos and layout assembly
- 01
Brief
Light, materials and camera defined before any generation.
- 02
Lock the reference
The packaging is generated in studio and locked as the reference for everything else.
- 03
Scenes on top
Scenes, character and applications generated over that reference, for consistency across pieces.
- 04
Brand in post
Brand applied in post. Video and spin-offs built only from approved images.
Great work is a system, not luck.
I started as an art intern in 2014 and learned the craft in agencies before moving in-house, where I found what I like most: building the team that makes the work. I set up a creative team from scratch, led nine people and helped three of them earn four promotions. I like clear briefs, direct feedback and a process light enough that designers spend their time designing. And I use AI like any other tool: to move faster, never to decide for me.
People first
A team of 9, biweekly 1:1s, 4 promotions. An intern became a mid-level designer under my leadership.
Process that scales
I built Clicksign's creative team from zero. At Conta Azul: 300+ pieces a month, with 30% shorter production time.
AI as multiplier
At J&T, generative AI cut concept exploration by 40%. Taste, strategy and craft stay human.
Undoubtedly the best leader I've ever had. He motivates, encourages, believes in, supports and guides like no one else.
Nayana Ashley · Motion Designer, Conta AzulIncredible strategic vision, and he knows exactly how to pass it on to the team. Never hesitates to collaborate on whatever is needed.
Beatriz Catini · Project Manager, Conta AzulA highly aligned critical sense, extremely clear communication, and empathy and dedication in everything he does.
Thayná Reigada · Social Media StrategistAlso on the table.
Artee App
UX/UI concept↗ 07Conta Azul Con 2023
Lambe-lambe poster series↗ 08J&T Express — Social Media
Carousels · Generative AI↗ 09J&T — Trazendo o Hexa
World Cup 2026 bar activation↗ 10Cornershop by Uber
Campaign concept · "We shop like your mom"↗ 11Ticket / Edenred
Motion · Social media↗ +All projects on Behance
↗The path so far.
J&T ExpressSenior Creative Lead
End-to-end leadership of a multidisciplinary design team and the brand's visual direction across campaigns and activations. Aligned local and global stakeholders with creative decks, and built generative AI (Midjourney, Claude, Runway) into the process, cutting concept exploration time by 40%.
Conta AzulSenior Creative Coordinator
Led a multidisciplinary creative team of 9, with agile rituals and biweekly 1:1s, delivering 300+ pieces a month with 30% shorter production time. Ran A/B-tested performance creative for Meta, Google and LinkedIn Ads, trained the team in generative AI, and developed talent: 3 people promoted, 4 promotions in total. Directed the Conta Azul Con identities.
ClicksignCreative Coordinator
Built the in-house creative team from scratch (designers and videomakers) and structured its processes and design culture. Art-directed the 2021 rebrand, then led its rollout across 150+ touchpoints in 4 months. Started as Art Director | Senior Designer in 2020.
Agencies & freelanceArt Director · Designer
Digital Industry, 14bits, Dedo de Moça and ClickBus. Social media, video and animation for clients such as Grupo Boticário, E! Entertainment, Edenred/Ticket, HDI Seguros, Bimbo, Canal Sony and AXN.
Postgraduate degree
Extension course
Bachelor's degree