I've never wanted to be the person who only has the idea.

I want to shape it, give it a pulse, build the system and stay close until it is real. That appetite has defined my career far more than any job title.

I'm a Brazilian-Australian Creative Director based in Sydney, with more than 15 years leading brand, digital and integrated creative across consumer brands, DTC, ecommerce and global agencies. My experience includes work for adidas, Canon, Qantas, Lancôme, Bombay Sapphire, White Claw and Patrón.

For a long time, seniority in creative meant getting further away from the making. I've always wanted the opposite. I like leading the vision, but I also want to see the work take shape, solve the hard bits and protect the details that give it character.

When AI arrived, I didn't see a reason to make generic work faster. I saw a way to make ambitious work possible with smaller teams. Today I orchestrate AI across research, concept development, design, image, video, prototyping and build, while keeping the idea and the judgement firmly human.

A brand still needs a point of view. It needs a personality people can feel and a system strong enough to keep that personality intact. AI can help make the work at remarkable speed and scale, but it cannot decide what is worth saying. That's the part I bring 15+ years of experience to.

I've also created start-ups and micro-SaaS products from the first commercial thought through positioning, naming, brand, UX, working product and go-to-market. Building for myself has made me faster, more resourceful and much more aware of the commercial reality behind every creative decision.

Mostly, I like owning things. Give me the problem, the room to think and a team that cares. I'll get moving.