2025
People don’t think in funnels. They zig. They contradict themselves. They choose for reasons they can’t explain. That’s the kind of mess I like. Understanding how people decide and using that to make brands clearer, sharper, more interesting.
After four years at Havas Lisbon, working across some of the country’s leading brands like NOS and EDP, I joined O Escritório in 2026 as Head of Strategy — widely considered the creative agency number 1 in Portugal. I continue to lead strategy for NOS, while also working with brands like Super Bock and Lidl.
Alongside that, I teach Creative Strategy at Brother, a Cannes-awarded school.
Here are five projects I’m proud of. Each one shaped by different skills, teams, and ways of thinking.