Repositioned frozen vegetables as a premium, aspirational lifestyle choice for health-conscious 25 to 34-year-olds.
Hid key moments from women's sports to show that women athletes get under 10% of sports media coverage. Viewers scanned QR codes to watch what they had missed.
Evolved the agency's "Think Together" positioning into "Exponential Thinking," built on fusing people, ideas and technology.
Built an online store where everything was free, as a trade activation aimed at media planners and advertisers.
Uber Eats' first gaming strategy, moving the brand from family-meal app to a gamer's snack sidekick for Gen Z.
Turned a viral TikTok trend about hurtful nicknames into a movement for reclaiming real names.
Reframed a seasonal club brand as a year-round audio culture brand through a global radio show.
A 24-hour live-streamed DJ set on YouTube with no media budget, with viewers donating throughout.
A talent platform connecting underrepresented professionals with producers and brand teams across MTV, Comedy Central, Nickelodeon and Porta dos Fundos.
Over the past 20 years, I’ve turned brand challenges into strategies, ideas, and compelling narratives that build meaningful connections, create lasting relevance, and drive business growth.
Regardless of the size of the challenge, the industry, or the budget. From TV prime time to the streets. Doesn’t matter if it’s a festival or a feed, a stage or a dance floor. Whether working as an independent consultant or leading multidisciplinary teams, in Brazil, Europe, or the United States.
The curiosity and passion remain the same: connecting dots that aren't always obvious and turning those connections into real opportunities for business.
Agencies
Havas, TBWA, Cheil, Leo Burnett, Wunderman Thompson, Circulate, OLIVER
Brands
Peugeot-Citroën, Pirelli, Danone, KLM, Diageo, Samsung, Facebook, Santander
Gaming
NFA League, Black Dragons, Uber Eats, Porto, Rappi
Entertainment and music
MTV, Paramount, Pluto TV, AMC, Food Network, Comedy Central, BBC, Jamie Oliver, Universal Music, Warner Music, Circoloco
Sport
National Paralympic Committee for Ireland, F1 Pirelli sponsorship, NCAA
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