About -
I work at the intersection of brand, creative direction, and cultural strategy, shaping ideas that move from concept to execution.
With a background in engineering and marketing, I bring structure to creative thinking—balancing strategic clarity with visual and narrative intuition. Over the past years, I’ve worked across global brand environments, leading projects for brands such as Havaianas, alongside collaborations with fashion and cultural partners including Dolce & Gabbana, Farm, and Gigi Hadid.
Currently, I lead the content practice at Decathlon, focusing on translating a global brand into meaningful, locally resonant expressions for the Brazilian market—adapting tone, culture, and storytelling while preserving its core DNA.
My work spans creative studios, content ecosystems, brand platforms, and retail experiences, always connecting strategy, craft, and execution. I’m particularly interested in how brands turn culture into systems that feel intentional, contemporary, and human.
Whether building global platforms or local expressions, my focus remains the same: creating work that resonates, endures, and invites people in, through a strong art direction lens.
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