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dir. criativa


I'm a creative Director, and for the past 20 years I worked at advertising agencies in Rio, São Paulo, Buenos Aires and London, winning awards such as Cannes Lions, D&AD, Clio, London International Awards, PROMAX and Art Directors Club. Here are a few of the campaigns I've worked on.

Nextel logo launch

Nextel wanted to announce their new logo design, but nobody is interested in new logos. Inspired by the campaign theme "Talk like a parrot", we decided to make an animated short film to played on cinemas all over Argentina, that would be presented by "Nextel's new logo". The shortfilm launch was supported by a teaser on TV and web.

Client: Powerade
Agency: Madre Buenos Aires
Production Company: Psyop

Powerade Copa America

Powerade was the main sponsor for Copa America, and they wanted to make a lasting impact in the fanatic football audience in Latin America.

Inspired by film studios, we developed a football ident, to be played before every game on television, that created an atmosphere of a great spectacle about to begin.


Client: Powerade
Agency: Madre Buenos Aires
Production Company: Psyop

HP "Fingerskilz"

The brief was to do a viral campaign for HP during the period of the World Cup but, because they were not official sponsors, we weren’t allowed to mention football. We created our own sport of fingerball to rival the World Cup action. Our hero had a blog updated during the World Cup to show off his finger skills, to explain more about his passion and showing people how to get involved themselves. The blog attracted 10 million visitors to date and inspired lots of copies on YouTube.


Client: HP
Agency: MRM McCann (London)
Production Company: Viral Factory

Awards: London International Advertising 2006 (winner: Viral)
D&AD 2007 (nomination: Viral / Special Effects)
Cannes Lions 2007(Shortlisted: Viral Film)
British Interactive Media Assoc. 2006 (winner: Best use of Viral)
Art Directors Club 2007 (merit: Viral)
Revolution Awards 2007 (commendation: Technology)
Eurobest 2007 (shortlisted: Viral Video / Blogs)

GM VR Football Experience

General Motors, Isobar and Globo TV, got together to reivent how Brazilians watch their favorite sport. A mass audience immersive VR football experience

The native content on Globo's football channel worked with any smartphone and was watched by almost one million fans. Globo's audience is so massive, its ratings are the equivalent of a daily superbowl; making it the perfect partner for such a game changing partnership

The project increased dramatically the perception of impacted viewers, that GM is at the forefront of innovation and technology. With this technological landmark, GM is now permanently linked to the history of football broadcasting in Brazil, consolidating years of TV sponsorship


Client: GM
Agency: Isobar (São Paulo)
Production Company: Globo TV

NAT GEO Zero-G TV Idents

NatGeo needed a series of idents for their "SpaceWeek" on television, so we got onboard a NASA boeing for training astronauts and devised 13 experiments with a physical, 3D manifestation of its yellow frame logo and various objects in zero gravity.


Client: NatGeo
Agency: Brothers and Sisters (London)
Production Company: Serious Pictures

Awards: PROMAX/BDA 2008 (Bronze)

Google Social Impact Challenge (Campaign Hero)

The Google Impact Challenge is an initiative which rewards NGO projects that use technology as a tool for social transformation. Following the concept of “Think globally, act locally”, the aim of this initiative is to invest in the people who live with, deal with and come up with solutions for local challenges. Google believes that these good ideas can be reproduced on a global scale.

In its 2nd Brazilian edition, the Challenge received more than 1000 applications from regions throughout the country. The Hero video above was used to launch the voting campaign that would select 5 out of the 10 finalists, to be awarded R$ 1.5 million. 


Client: Google
Agency/Production Company: Grupo Sal

Rio 2016 Paralympics ceremony opening video

In this project, working closely to the director, I was responsible for the script of the video that was created for the Opening Ceremony of the Paralympic Games at Rio 2016 that marked the entrance on stage of Sir Philip Craven, President of the International Paralympic Committe. The project was supervised by Vik Muniz, the artistic director of the ceremony.

Client: Rio 2016
Agency/Production Company: Grupo Sal

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