I HELP
BRANDS NOT S*CK
CLIENTS
Select Clients — S&P 500 brands, Peugeot-Citroën, Pirelli, Danone, KLM, Diageo, Samsung, Facebook, Santander …
Games — NFA League [Free Fire tournament], Black Dragons [eSport team], Uber Eats Mexico, Porto, Rappi
Entertainment — MTV, Paramount, PlutoTV, AMC, Food Network, Comedy Central, BBC, Jamie Oliver
Sports — National Paralympic Committee for Ireland, F1 Pirelli Sponsorship, NCAA
Music Industry — Universal Music, Warner Music, Circoloco, Martin Solveig, Jonas Blue, Steve Angello, Nervo, Faithless and more
Recognition Awarded by Wave Festival, Shorty Awards, Cannes Lions, Clio, Anthem Award, TikTok Awards.
Top Ad — Havas, /TBWA, Cheil, Leo Burnett [US], Wunderman Thompson [Portugal], Circulate [Ireland], OLIVER
UBER EATS MX / _EL [Dream] dúo
Role: Creative & Strategy Director - Game Code
Client: Uber Eats Mexico
Challenge / Briefing
In Mexico, Uber Eats had built a reputation as the go-to app for family meals—efficient, familiar, and convenient. But to unlock growth with Gen Z, the brand needed to undergo a perception shift: from “mom’s delivery app” to “every gamer’s snack sidekick.”
The brief: define and execute Uber Eats' first-ever gaming strategy in the Mexican market—building relevance, affinity, and presence within the highly engaged, hard-to-impress gaming community.
Insight
For Gen Z gamers, food isn’t just fuel—it’s part of the in-game ritual. Gaming is social, immersive, and full of cultural nuance. Stepping away from the keyboard, even to eat, breaks the experience. The insight? Uber Eats could win this audience not by selling food, but by selling seamless continuity—being the delivery app that lets you stay AFK from la cocina (away from the kitchen).
Execution
I led the consultancy project for Uber Eats’ market entry strategy into gaming, delivering a multi-platform, multi-phase campaign tailored to Gen Z’s digital behavior and gaming vernacular.
Brand Repositioning: Shifted brand perception through a creative platform that blended gamer slang and bilingual humor (“AFK from la cocina,” “dream dúo,” etc.), positioning Uber Eats as the player who never feeds—invaluable to your squad.
Twitch & Creator Partnerships: Rolled out partnerships with top streamers and influencers on Twitch to embed Uber Eats into live content, creating real-time relevance without interruptive messaging.
PR & Cultural Activations: Orchestrated earned media moments, in-game collaborations, and snack drops, amplifying Uber Eats’ gamer-friendly personality across press and pop culture.
Social-First Storytelling: Launched interactive Instagram Stories and TikTok activations where users voted on gamer dilemmas, referenced inside jokes, and saw Uber Eats emerge as the “Support” player every team needs.
Results:
Elevated Uber Eats’ perception among Gen Z from a functional delivery tool to a culturally tuned-in partner.
Solidified Uber Eats as a relevant brand in Mexican gaming culture, setting a blueprint for expansion across other LatAm markets.
DOVE / THAT’s not my name
Role: Head of Marketing - OLIVER
Client: Dove / U-Studio
Recognition: TikTok Awards – Best Campaign Focused on DE&I
Challenge / Briefing
Social media trends, especially on platforms like TikTok, have become double-edged swords—shaping culture while also fueling toxic behaviors. One of the most viral trends, “That’s Not My Name,” was being used by Gen Z to highlight negative, often hurtful nicknames, reinforcing a harmful cycle of body shaming, stereotyping, and emotional damage, particularly among young women and girls. Dove saw an urgent need to intervene with purpose—not just participate.
Insight
Nicknames may seem trivial, but they carry emotional weight—especially when repeated publicly and virally. For women and girls navigating identity during formative years, being mislabeled becomes internalized. The simple act of reclaiming your real name becomes an act of empowerment. Dove understood that self-esteem isn't just a personal issue—it's a cultural one shaped by digital spaces.
Ideia
The campaign transformed a viral meme into a viral movement. By collaborating with real women and influencers who had experienced the sting of toxic nicknames, we redefined the narrative: “That’s Not My Name”—because my name defines me.
The campaign launched organically on TikTok, using the platform’s own language to drive the message. It was raw, relatable, and unapologetically real—encouraging thousands of women to speak out, post their own stories, and reclaim their names. The movement extended beyond social, earning coverage in top publications and reinforcing Dove’s long-standing commitment to real beauty and self-worth.
CIRCOLOCO / Monday dreamin’ radio
From Summer Icon to Global Radio
Role: Head of Strategy - Circulate, Ireland
Client: Circoloco – DC10, Ibiza
Challenge / Briefing
Circoloco had established itself as the ultimate summer ritual for electronic music lovers at DC10 in Ibiza. But the challenge was clear: how could we maintain the brand’s magnetic presence during the off-season? How could we extend Circoloco’s reach beyond the club walls, making it a year-round cultural force?
Insight
Electronic music isn’t just a seasonal affair—it’s a lifestyle. Fans crave continuity, connection, and the feeling of being part of a movement, even when they’re not on the dancefloor. We saw the opportunity to transform Circoloco from an event into a living, breathing audio brand that traveled with its global community all year long.
Idea / Results
Enter Circoloco Radio—a bi-weekly radio show curated to keep the spirit of DC10 alive far beyond Ibiza’s shores. I conceptualized and launched the platform as an audio bridge between Circoloco’s iconic live experiences and its global fanbase. Each broadcast featured exclusive live sets and artist takeovers, evolving the club’s sound into an on-demand ritual.
Within months, Circoloco Radio became a cultural phenomenon:
Reached 838,571 monthly listeners, peaking at over 1 million.
Syndicated across 24 global radio stations in 50+ territories, from Colombia to the UAE.
Achieved Top 25 rankings on iTunes UK & Spain, amassing over 791K users in just 3 months.
More than just buzz, the initiative delivered measurable business impact: in 2018, Circoloco shattered records with 34,634 ticket sales on Resident Advisor—the brand’s highest ever.
The momentum didn’t stop there. The lasting influence of Circoloco Radio set the stage for a landmark crossover with Rockstar Games, giving birth to CircoLoco Records—a testament to the power of cultural continuity and strategic reinvention.
DJEZ * Cancer Research UK /
Role: Head of Strategy - Circulate, Ireland
Client: DJ EZ, in support of Cancer Research UK
Recognition: Shorty Awards – Winner in Live Streaming
Challenge / Briefing
Before livestreaming was ubiquitous, we saw an opportunity to use endurance as a powerful storytelling medium. UK garage icon DJ EZ wanted to contribute to the fight against cancer, but not through traditional fundraising methods. The challenge was to craft a concept bold enough to cut through digital noise, rally audiences emotionally, and drive real impact—without a media budget.
Insight
Dedication is contagious. We understood that when people witness someone pushing their physical and emotional limits for a cause, it sparks action. The idea wasn’t just to entertain—it was to inspire. Cancer doesn't rest, so neither would we. A 24-hour DJ set, performed live, would symbolize that relentlessness.
Execution:
We created and launched “Turning Tables on Cancer”—a first-of-its-kind, 24-hour continuous DJ set broadcast live, with DJ EZ at the decks for the full duration. This was more than a performance; it was a creative act of resistance and empathy.
The livestream was hosted on YouTube, leveraging a nascent format that hadn’t yet become mainstream.
We orchestrated a real-time social strategy with rolling updates and curated content across Twitter, Facebook, Instagram, and Snapchat.
Viewers were invited to donate throughout the stream, and to share their own reasons for supporting the cause.
No ad budget, no gimmicks—just one turntable legend, pure commitment, and a community driven by purpose.
The results:
£60,100 raised for Cancer Research UK.
38.9 million people reached.
70 million impressions across platforms.
Became the #2 trending topic on Twitter UK that weekend.
This campaign helped set a benchmark for live fundraising experiences and positioned DJ EZ not just as a music icon, but a cultural catalyst.
PARAMOUNT / DE&I Hub
Role: Freelancer
Client: Paramount – Trade Marketing Director
Recognition: Bronze Winner – Anthem Awards (Diversity, Equity & Inclusion | Corporate Social Responsibility – Awareness & Media)
Challenge / Briefing
Paramount sought to move beyond performative diversity efforts and establish an infrastructure that could actively identify, connect, and engage underrepresented professionals in the entertainment industry. The core objective was to build a sustainable ecosystem that empowered diverse talent to contribute across all brands and platforms, including MTV, Comedy Central, Nickelodeon, and Porta dos Fundos—not only in narratives explicitly about diversity, but across all productions.
Insight
Diversity is not a theme—it’s a lens. True representation can only be achieved when diverse voices are embedded from the first creative spark to the final product. Rather than treating inclusion as a category, we saw it as a foundation. The initiative needed to reflect this shift, serving both as a content resource and a cultural driver.
Idea
Paramount Diversity, Equity & Inclusion Hub—a live, scalable talent platform that brings together professionals in front of and behind the camera. We designed a digital-first experience that celebrated authenticity and capability, not tokenism. The Hub became a dynamic database where talent could be discovered organically by producers and brand teams. Our messaging emphasized continuity: diversity isn’t a box to check, it’s a standard to maintain across every project.
Felipe is very committed and high professional potential, which is certainly one way to become a leading communications strategist. Having him on the team has always brought the certainty that everything had to be done, would be done and delivered in a very high quality. He possesses management skills of the team and was always able to work under pressure, keeping the team motivated planning and day-to-day high performance.
TUDO COMEÇA COM UMA IDEIA
✦
TUDO COMEÇA COM UMA IDEIA ✦
