Throughout more than fifteen years of experience as an Art Director, I have worked for advertising agencies across several culturally diverse areas of Brazil, including Recife, Curitiba and Sao Paulo. This has provided me with many opportunities to deepen my conceptual skills and enhance my knowledge in strategy, diversity and team management.
Having worked with Avon for five years, now at Mutato (voted one of the top 3 most creative digital agencies in Brazil in 2018) and collaboratively with JWT Brazil, I am proud of my accomplishments in helping drive historic changes in the local beauty advertising industry. By conceptualising and selling broader “inclusivity” as an authentic, compelling and progressive business strategy -versus often ingrained normative beauty standards- my team was able to successfully promote all kinds of beauty from Brazil’s incredible mosaic of ethnic and cultural diversity. Back in 2017 my team and I were honoured to have this narrative-shifting work showcased as best-in-practice by the important SXSW festival in Austin, Texas.
I am currently developing worldwide campaigns for Avon with the mission of implementing the disruptive changes we made around diversity in Brazil to all the other Avon markets, such as the UK, Italy, Germany, Spain, Argentina, Russia, Mexico, Bosnia Herzegovina, Serbia, the Philippines and more.
In addition to my creative work in agencies, I have a varied interest in other projects that speak to my beliefs. A few years ago I have developed a digital magazine to gather and document visual references. Most recently I also had the pleasure to develop a visual concept for the first film directed by a transgender man in Sao Paulo.