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.
I didn’t start in strategy. I started in the account team. Then moved into research. Then marketing. That mix, not linear and not planned, taught me to spot triggers others miss and look at problems from different angles.
Today I'm Strategy Director at Havas Portugal, working with some of the country’s leading brands, including EDP, NOS and Danone. Along the way, I’ve also worked with Lisbon Fashion Week and MAAT: Museum of Art, Architecture and Technology. I also 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.