I believe creativity is a transformational force.

It can turn a message into an invitation, a product into an opportunity, and a brand into an agent of change.

Creating something new taps into a fundamental human drive — to build, to grow, and to improve the world around us. Whether expressed through visuals, words, or sound is secondary. What matters is how we use it.

From my early days in advertising in Brazil to Los Angeles, Miami, and now McCann New York, I’ve focused on creating work that not only solves business challenges but also makes the connection between brands and people more engaging, memorable, and meaningful.

Along the way, I’ve led teams and departments across global Fortune 500 brands, blue-chip companies, startups, and nonprofits — always guided by the same belief: that creativity, when used well, can move both business and culture forward.

To me, creativity goes beyond a skill set, a career, or an award show. It’s a way of thinking, and a responsibility to make things better.

That belief led me to found Plastic Fisherman, a global educational project that uses creativity, community, and material transformation to tackle marine plastic pollution and inspire action. Today, the movement spans multiple countries, with activations across schools, beaches, and communities worldwide.

It’s my way of giving back to the ocean — a constant source of inspiration in my life — by applying what I’ve learned in the advertising world to something bigger. And it continues to shape how I work: helping brands, organizations, and teams communicate with purpose, create with intention, and contribute to a better future.

For a creator, there’s no better reward.