Purpose / NGO
Purpose-driven work has been a consistent part of my leadership approach. These projects are built to drive awareness, engagement, and real-world impact often with limited resources but high ambition. Grounded in real social truths and data-driven insights, the work aims to move beyond messaging and create tangible change, proving that meaningful social outcomes can be achieved without compromising strategic clarity, creative rigor, or executional excellence.
Agency: Artplan_Role: ECD
Every year, the fashion industry illegally dumps 39,000 tons of clothing in the Atacama Desert. Most of it is made of polyester, a plastic-based fabric that takes up to 200 years to decompose. Unfortunately, the issue is not well known, so how can we make people notice this environmental disaster?
Agency: Leo Burnett TailorMade_Role: ECD
More than 200,000 people in Brazil are on an organ transplant waiting list. To help lower that number we created an idea for ABTO (Brazilian Association of Organ Transplantation), in partnership with one of Brazil’s biggest football teams, Vitória: we offered an exclusive version of their official jersey with a detachable team badge. And during game substitutions, the first-team players literally donated the heart of the team from their uniforms to their substitutes. The idea was promoted through a fully integrated campaign, around the concept of: “When the game is over for one person, it can continue for someone else”.
Agency: Artplan_Role: ECD
Black Target is a musical project that exposes the everyday reality of racist surveillance faced by Black and multiracial people in Brazil. Through powerful lyrics and a music video seen from the perspective of a security camera, the project reveals how a racist system unfairly monitors, criminalizes, and treats Black people differently in ordinary situations. The camera becomes a symbol of persecution, while the work also celebrates Black talent, culture, and influence transforming denunciation into visibility and reinforcing the urgent need for change.
