//AbbVie
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art direction
AI creative
I'm a Creative Lead, Art Director and UX/UI Designer based in São Paulo, working with digital communications since 2006.
Most recently I led a team of 30+ creatives at WPP Production, on accounts like Oracle, Google, Zurich, Dyson and JTI, and on joint projects with WPP agencies in London and New York. Before that I ran the studio at Swordfish Brasil and led creative teams at McCann Health, Oliver and Reprise. Along the way I've worked with teams in the US, UK, Australia and Chile.
That's where most of my attention goes: hiring and mentoring people, and designing production workflows that combine generative AI with hands-on art direction.
I'm currently open to new roles and selected projects. If you're building something, I'd like to hear about it.
Role/ Creative lead for the campaign, from concept to final delivery
Company/ Oliver
Year/ 2021
Context/ In 2021, travel was still held back by pandemic restrictions. By the second half of the year, people had slowly started planning trips again, with an eye on 2022.
Idea/ We proposed a Black Friday that went "back in time", to 2019 travel habits and 2019 prices.
The visuals borrowed from the "Back to the Future" films: a retro-futuristic, 80s look, and a "portal" that opened at set times with featured offers.
Results/ The Black Friday campaign with the most sales in Azul's history, and part of what made Azul the top-of-mind airline brand in 2021.
Role/ Art direction and UX/UI design for the site's first proposal
Company/ McCann Health
Year/ 2022
Context/ Xeomin is a cosmetic treatment produced by Merz, used to reduce the appearance of fine lines and wrinkles. Developed in partnership with scientific authorities in Latin America and Europe, it is built to a different safety standard. The product was still little known, among the public and among doctors. Merz needed a campaign to introduce the treatment and educational material showing HCPs how to use it correctly.
Idea/ We created a learning hub for health and beauty professionals, where they could read new studies, watch lectures from leading names in the field, get notified of upcoming events and connect with colleagues.
Role/ Art direction and visual concept
Company/ McCann Health
Year/ 2022
Context/ Brazil covers more than 8.5 million km², and many of its isolated communities have no access to basic sanitation or health care.
Idea/ Rally drivers took vehicles loaded with medication and supplies into hard-to-reach areas, bringing health services to these communities while mapping uncharted territory with Google Maps technology.
Role/ Logo design and campaign adaptation for the Brazilian market
Company/ McCann Health
Year/ 2022
Context/ Chronic kidney disease is a silent condition: many people, especially those aged 50 and over, don't know they have it until it reaches an advanced stage, when treatment becomes far more complicated and expensive. Diabetes is one of its leading causes, yet most diabetic patients are never told their kidneys are at risk. The campaign had to warn patients who didn't know about that risk and reach the HCPs who would guide them.
Idea/ An early-diagnosis awareness campaign for two audiences. Patients, especially older adults and people already living with diabetes, learned that kidney damage builds silently, often as a complication of a disease they already have. Doctors were asked to order the specific tests that detect kidney abnormalities before symptoms appear.
Role/ Art direction from concept to final key visuals, alongside my role as studio lead. The illustrations were built entirely with generative AI; the campaign concept was developed with the agency's creative director.
Company/ Swordfish Brasil
Year/ 2025
Context/ Rheumatoid arthritis affects almost 1% of Brazil's population, up to 2 million people, most of them women. Its cruelest symptom never shows up in a diagnosis: morning stiffness. Every morning the body refuses to move, and brushing your teeth or getting out of bed becomes a small, painful battle. Most of the country has never heard of the disease.
Idea/ We showed the disease the way patients feel it: as if their bodies had turned to stone overnight. In a cartoon universe, joints freeze mid-motion and limbs go rigid, and simple routines turn into absurd, sculptural struggles. The tone stays light and a little funny, with no graphic imagery, and still shows what waking up with rheumatoid arthritis feels like.
