I lead social, content and creative strategy for products that are hard to explain. I've spent years building the formats, campaigns and now AI pipelines and processes that take them to people who'd never heard of them. My favourite place to be is before the brief exists.
The medium changes.
The goal doesn't.
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↗How do you make a technical blockchain conference feel alive? An AI pipeline published 150+ branded clips while the talks were still happening. A shared-mic circle got the audience talking instead of just listening.
I'm a creative strategist based in Porto. I work upstream, where a complex idea meets the people it's for, and carry it through to the thing they actually experience: a campaign, a social format, an event, a film, sometimes something that fits no category at all.
Most recently, three years at Gnosis across product launches, conferences, documentaries, campaigns and community activations, with AI increasingly built into the pipeline. Before and alongside that, a decade of brand and film work for clients including Swatch, and products of my own, built and shipped.
The question is always the same: how do you make people care about something they don't understand yet? The work above is my answer.
