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Hello!

I believe in a different model of business where everything can
change through talented individuals.

Everyone has a unique talent waiting to be discovered.

I have been working in advertising since 1999,
with a deep-rooted passion for art and design that has followed me since childhood.
Born in São Miguel Paulista, São Paulo, Brazil,

I spent my early years playing in the streets and small parks, forming lasting friendships that have greatly
influenced who I am today. This background instilled in me a strong belief in the power of community
and the potential of people.

My career has been marked by a continuous quest for opportunity
and dreams. As a creative person, I strive to activate and challenge
the limits of my abilities. My portfolio reflects moments of true
evolution in my personal and professional journey,
inspiring me to experiment, learn, and explore unknown territories.

I take pride in the path I've traveled and hope to inspire others just
as many have inspired me.

Currently, I serve as the Executive Creative Director at VML Brasil, where I've been part of the team for
over four years, driving innovative campaigns and creative strategies. In my previous role
as Creative Director at GreyBrasil, I led the Pantene brand for the LATAM region and collaborated with
CUBOCC and DM9DDB on impactful projects for C&A and Brastemp brands. My extensive background
as a Film Director enables me to craft visual narratives that resonate powerfully with audiences.

Prior to these roles, I spent over seven years as a graphic designer
at F/NAZCA SAATCHI & SAATCHI, where I worked with prestigious brands such as Nike, Electrolux,
Ambev, and Honda. During a sabbatical year, I explored new horizons to deepen my craft.
Now, I am focused on developing groundbreaking campaigns for AVON and C&A, leveraging my
creativity to elevate their brands to new heights.

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Recent Awards

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2021 - 10 AWARDS
GOLD: Effie Brasil, MMA Smarties

2022 - 24 AWARDS
GOLD: Clio, Effie Brasil, MMA Smarties, Tik Tok Awards, Silver,
Bronze and Shortlist in Cannes

2023 - 10 AWARDS
GRAND PRIX: Saniss
GOLD: Saniss

2016 - Cannes - 1 Bronze
2015 - Cannes - 1 Shortlist
2012 - Cannes - 1 Silver , 1 Bronze, 10 Shortlist

Jury

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Effie Brasil 2022 e 2023
Effie LATAM 2023 e 2024
MMA 2023
TIK TOK 2022
CCSP 2021 22 23 24
Profissionais do Ano 2022
Lisbon Festival 2023
El Ojo 2022 e 2024
Luum Awards 2024
Gerety 2025

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Below is my professional timeline.

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Check it out.

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2021-2025

VML SÃO PAULO

Executive Creative Director

WIP
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2019 - 2020

Film Director

Experimental Video Music Art
On April 2020, in isolation of Covid-19. Me and Arnar Sig made some experimental work together.
These videos are the result of that.

Music video
Music video produced by Corazon films, directed by BetaKing.
Together with Africa agency and Tassia Reis, we created the concept “Pode Me Perdoar”.
It is poetry for the body, a new way of loving yourself.

BotiPromo
Instagram video produced by Corazon films, directed by BetaKing,
for Boticario Promotion - CuboCC agency

Amstel
Digital Videos made for the Carnaval campaign, produced by Corazon films, directed by Betaking.
- Wunderman Thompson agency.

2018

Living in Iceland

Vestmannaeyjar
I spent three months discovering a little bit of culture from my boyfriend's place.

2018

Creative Director

CUBOCC agency based in São Paulo
In this moment, I had worked with fast fashion market for C&A Brazil. I love the thoughts that CUBOCC have been working.
They showed me how beautiful is when we can put client and agency in the same situation,
thinking together, for the best results for consumers, it was a pleasure to work there with all those people.

#VistaAMudança
#VistaAMudança is the sustainable look of C&A brand.
We called Mahmundi, a Brazilian singer, to help us to create a song that would be the voice of this campaign.
Together with Manu Mazzaro, director, we built this beautiful music video that gave
the campaign a poetic and thinker look at sustainability in fashion market.

Fashion Futures
A platform for thinking about the future of fashion.
People, planet, sustainability, technology, transparency, sustainable economy, supplier network, sustainable life.
We made a series of documentaries, directed by Breno Moreira, to show how people already has been working
in a different model of business in fashion market.
Also we made an event with many people from fashion market ideas to discuss the fashion future.

C&A Studios
We created C&A Studios as an experiment in how our collaborators can see the fashion market from the outside in.
So, we gave total freedom for directors to create stories based on themes chosen by the C&A brand. Created by ROG+cestres,
Hierofanias is one of the inspiring films that brought an artistic and innovative look to the fashion retail market.

C&A+LAB
“A Rua é Noiz” - Concept for LAB and C&A's fashion collection. One of the most beautiful concepts and collections made by C&A,
created together with Hick Duarte, photographer. Inspired by the movement of the street.
Giving voice for all dreams to come true. The event was made together with HOOD - FLAGCX.

C&A+Anitta
#DizAíAnita is a fashion collection created by CuboCC team and C&A team.
Anitta leaves her story had marked in a collection made by C&A.
photography: Tavinho Costa. director: Marcos Mello

Jeans C&A collection.
In collaboration with Gleeson Paulino, fashion and art photographer, we create a beautiful fashion editorial for this Collection.

C&A+Fábula e Bento
Concept for Fábula e Bento and C&A's fashion collection.
In order to encourage children to read more and play with their imagination, we built a scenario on top of a giant book handmade
by designer Carlo Giovani, photographed by Erika Verginelli. The brand's creative prints inspired us to tell the stories.
Bem Gil, son of Gilberto Gil, gave the final touch with a beautiful music for everyone to sing together.

C&A+DressTo
Concept for Dress To and C&A's fashion collection. The campaign has 'Escape to Paradise' as a concept had created to contemplate slow-life scenes
during rush day in the city. Photographer: Mariana Maltoni. Film Director: Clava.

2017

Sabbatical Year

I've visited Italy, Finland, Iceland, London and Lisbon.
This is my video about things that touch me in that moment.

music by Arnar Sig

There are times when I need to do something to get my thoughts out.
It's a little bit of everything that I need to understand where
I'm going. I am passionate about doing, for trying to do, for trying to understand
and soon later, just let it go.

MEDULLAB PROJECT
(always under construction)

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2016

Creative Director LATAM

Grey agency based in São Paulo.
In 2016, I had worked as creative director for Pantene Latin America.
These are some of many commercials that we created at that time. I am very proud of this moment, I had the chance to work
with many celebrities such as Selena Gomes, Gisele Bündchen, Camila Queiroz, Marina Rui Barbosa and
many other beautiful women from the Latin America. I also worked in collaboration with all the other markets that serve Pantene in the world,
New York, Budapest and London. It was a great experience to build a big brand, with many talented people.

Cabelo Pantene - The Reality Show
Watch in full the first series of Cabelo Pantene, the reality show that selected the new brand ambassador.
There you will see many challenges and countless hairstyling tips. It’s a beautiful project that shows how
advertising can be a good entertainment.

2015
Graphic Designer

DM9DDB agency based in São Paulo

Recipes Calendar Roll.
365 recipes with aluminum unwrapping the chef in you.
We choose a common place in the kitchen and gave to it a new and special function.
A new and useful calendar. With 1 recipe for day. All of them using the aluminum.
Day by day getting more and more elaborate and specialized. And in the end of the year,
new chef will be unwrapped.

2014
A Great Experience

LANO-ALTO: 5 DAYS - 1 CABIN
Build a cabin in the middle of a mountain in the interior of São Paulo in 5 days.
Project led by Peele Lemos and produced by 10 people totally unknow
to each other and without any expertise in architecture or engineering.

Check out the pictures about those incredible days.

2007-2014
Graphic Designer

F/Nazca Saatchi&Saatchi agency based in São Paulo

HONDA / DriveMixer
We have transformed the Fit Twist into a controller / mixer.
Commanding the project are DJ Zegon and Squeak E. Clean, leaders of the exciting N.A.S.A project.
The song "Overdrive" was created from the experiment that has received a special participatio
of Derrick Green (MAXIMUM HEDRUM) on vocals.
There's also a microsite to let users create their own remixes of the song.

NIKE / #TheGoodStuff
To stimulate youngsters to run, we develop a campaign for Nike Run based on addiction universe.

Last but not least, some works that I like that were never released.

F/Nazca ID

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Capsule Hotel Skol

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Thank you.
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Beta Harada