There was a boy named João. Allergic to chocolate (tragic), obsessed with cherries (weird), and once tried eating shrimp with a clothes peg on his nose—because logic. His favorite toy? His grandmother’s sewing machine. Not to make clothes but to pretend he was a pirate sailing the high seas. Why? No one knows. Kids are strange.
Fast forward a few decades, and João’s swapped chocolate for creative briefings (still allergic), cherries for obsessively collecting top creative talent, and piracy for directing campaigns that don’t make people want to skip the ad. He still has the sewing machine, by the way. Doesn’t use it—he’s not mad—it’s just nice to remember where it all started.
These days, he leads teams, builds brands, and tries to make work that people actually care about (or at the very least, don't mute). He’s worked with some big names—QNB, Coca-Cola, Qatar Airways, Emirates, McDonald's, Ooredoo and many more—which sounds impressive until you realise it mostly means juggling 27 feedback emails at once.
Specialties? Creative Direction, Strategy, Integrated Campaigns, Branding, Hands-On Leadership, Working Hard, Thinking Smarter, Outwitting Robots.