CASES

Every case I've chosen to show here carries a piece of me. Some marked me through the concept we built from scratch, others through the production I lived up close, hands-on, right beside the client, learning in real time what works and what doesn't. Over these 10 years, there have been dozens of other projects that couldn't fit here, but that left their mark too, like events for Unilever and Dove. Public bids, for example, always attracted me in a special way, for pulling me into deeper, more complex discussions, exactly the kind of challenge I love the most, like the ones I worked on for the São Paulo State Government and for Petrobras. There's also Plano Mandacaru, our strategy to take Cachaça 51 into Brazil's Northeast, a territory until then dominated by Pitu, and the TV interviews I gave marking the start of a front that still lives on in the brand today. Each of these moments has its own place in my heart, and it would be impossible to tell them all here. But the ones I chose to show carry a piece of every phase of this journey.

If you'd like to see more of how I think, build, and find the way through a project, you can check out more PROJECTS, with full presentations of these cases and many others.