My work starts before any idea.

It starts with diagnosis — mapping the market, understanding the audience, identifying the gap between where a brand is and where it needs to be. Only then do I propose a solution. And the solution is almost never what was asked for.

I came from advertising and experiential marketing in Brazil, where creativity meant solving problems in ways no one had tried before. That thinking followed me across markets — from repositioning a commodity brand in Canada, to naming an untapped cultural territory in Dublin, to building a brand platform for a film company.

My differentiator isn't a tool or a format. It's the ability to see what a brand can't see about itself — and to build something precise, original, and grounded in real insight.

I use AI across the whole process — as a source for thesis and market research, for synthesising insight, refining ideas, and automating workflow. An accelerator, never a replacement for the strategic thinking.

"Grow the brand's visibility and sales — without increasing the media budget."

XFasten sold tapes and adhesives — a commodity. Every competitor talked about the product. None talked about the job the customer was trying to get done. The category had a narrative vacuum.

Studying the brand and competitors revealed a market full of feature lists and price comparisons. XFasten was answering a technical question, while customers were asking a practical one: will this hold? The brand had authority it wasn't using.

Before any content was produced, every channel was re-anchored to a single promise built around the customer's real job. Product pages, SEO, and content all stopped describing the tape and started proving the outcome — the same story, told consistently everywhere.

The growth came from strategic repositioning. Not spend.

Every channel was rebuilt around one idea — and a set of directed stop-motion films made it tangible, staging real product use-cases in unexpected, visually compelling ways. One of several deliverables that carried the new story across channels.

"Create creative content for a Dublin thrift shop."

Content was never the gap. No brand in Dublin had used fashion, identity and African ancestry as a narrative. The clothes were being sold as products with prices — not as cultural artefacts with stories.

The brief — "make content for a thrift shop" — was the wrong frame. Field research, community interviews and social listening revealed an untapped cultural territory: in Dublin, fashion, identity and African ancestry had never been used as a brand narrative. The opportunity was bigger than the brief.

I built a content strategy around culture-led storytelling — treating garments as cultural artefacts with stories, not products with prices. GenAI accelerated the output; the strategy kept the voice consistent and the meaning intact.

A territory nobody had claimed. Felt by nearly a million people.

"We're not producing enough — and we're not creative enough."

The opposite. Quality, portfolio and delivery were all there in abundance. What was missing was positioning, clarity and direction — who they are, who they want to be, and how they want to be perceived.