Creative Director / Art Director 

Award-winning Creative Director with over 15 years of experience shaping global brands through design, storytelling, and innovation. MFA in Design and Technology from Parsons. Known for fusing creativity, data, and emerging tools to build emotionally resonant, future-facing ideas.

Leads multidisciplinary teams and complex brand ecosystems with equal parts strategy, craft, and empathy. Currently evolving toward Executive Creative Director roles focused on brand transformation and creative innovation.

Professional EXPERIENCE

Saatchi Wellness, New York, NY
2021 – 2023
SVP CREATIVE DIRECTOR

Lead creative for BOTOX® Chronic Migraine, redefining a heritage brand through empathy and innovation.

    • Oversee strategy and creative execution across film, digital, social, and experiential.

    • Repositioned the brand with science-rooted storytelling that humanizes chronic pain.

    • Integrated AI-assisted creative workflows to accelerate concepting and insight modeling.

    • Built a creative culture focused on experimentation, inclusivity, and emotional resonance.

BBDO, New York, NY
2021 – 2023
SVP CREATIVE DIRECTOR

Clients included: BOTOX COSMETIC (Allergan) AT&T, ShopRunner, J&J

  • Repositioned the Botox brand globally with new communication, strategy, and $300MM media spend.  

  • Led global creative for BOTOX® Cosmetic, transforming the brand into a model for authentic, socially fluent storytelling.

    • Launched the first-ever 100% real people campaign, redefining beauty storytelling through honesty and self-expression.

    • Open casting sweepstakes resulted in 20.000 submissions

    • Developed a social-first strategy built in the “language of Reels,” boosting ad recall by 14 points and lowering cost per brand lift by 48%.

    • Campaign adopted by Meta as a global creative best-practice case study.

    • Elevated brand voice to engage younger audiences with inclusivity and relatability.

    • Mentored teams across digital, film, and experiential to deliver culturally resonant work.

  • Created integrated campaigns, product initiatives and managed creative teams across all brand platforms for AT&T, J&J, and ShopRunner.

CREATIVE DIRECTOR, FREELANCER New York, NY, and Brazil
2019 – Present

  • Partnered with agencies including Real Chemistry, W20, Terri & Sandy, and McCann.

    • Created a mobile app connecting NYC street artists with fans and investors.

    • Developed brand strategy and creative platform for the Survivor Justice Center NGO.

    • Directed a short film illustrating the emotional impact of justice and recovery.

PUBLICIS, New York, NY
2003 – 2019 
VP CREATIVE DIRECTOR  

Clients included Consumer Product Goods (CPG), Financial Services, Healthcare, Pharmaceuticals: P&G (Tampax, Dawn, Cascade, Swiffer, Crest, and Oral B), Citibank, Fluzone, Revlon, L’Oréal, Lancôme, Herbal Essences, Aussie, Sleepy’s, Outback, Revlon, Wendy’s, Dawn, U.S. Bank, Eliquis, and Abbvie.

  • Led integrated campaigns and managed creative teams across all brand platforms: TV, print, digital, social, and activations.

    • Grew a PR/Digital initiative into a national advertising platform for Swiffer

    • Developed Dawn Saves Wildlife award-winning integrated campaign   

    • Created award-winning campaign for Crest Whitestrips

    • Created an in-house production company and developed innovative processes for Swiffer in response to client’s budget constraints  

  • Led and participated in multiple new business pitches, including Outback, Sleepy’s, U.S. Bank, and Eliquis, a joint venture between Pfizer and Bristol-Myers.

  • Launched Eliquis with $250MM media spend, exceeding business projections of $1 billion a year

  • Re-branded and relaunched Herbal Essences in the US and Canada, and Western Europe

  • Re-branded Outback and developed relaunching Global campaign 

GOTHAM, INC., New York, NY
2000 – 2003
ART DIRECTOR

  • Developed international campaigns for Maybelline NY featuring Adriana Lima, Errin Wasson, Josie Maran, Ziyi Zhang, and Kristin Davis

Start-up Ventures:

  • Created, designed, and developed app for tracking and providing financial support to NYC Street Artists, allowing fans and artists to connect

Pro-Bono Work

  • Established strategy and visual identity to launch NGO, Survivor Justice Center

  • Launched B2B fundraising campaigns to increase sponsorships

  • Created, directed, and shot a short-form film targeted to sponsors to illustrate the impact sexual abuse had on victims and how seeking justice was an integral part of the healing process  

EDUCATION

  • Parsons School of Design, New York, NY, MFA in Design and Technology

  • School of Visual Arts, New York

  • Federal University of Minas Gerais, Brazil, BA in Social Communications, Minor in Advertising

SKILLS

  • Creative: Storytelling, branding, experiential design, integrated campaigns

  • Leadership: Vision setting, mentorship, client partnership, innovation culture

  • Technical: Adobe Creative Suite, AI tools, Microsoft Office, digital prototyping

CITIZENSHIP AND LANGUAGES

  • Triple citizenship: US, EU, and Brazil

Awards and Mentions

  • Cannes Lions, ADC, Lürzer’s Archive, Effie, Webby