experience

art director @ crispin porter + bogusky
may 2008 – present

art director @ taxi canada
may 2006 – may 2008
montréal, canada

art director @ sid lee
july 2003 – may 2004
montréal, canada

junior art director @ escala
april 1999 – october 2000
porto alegre, brazil

assistant art director @ dez
october 1997 – april 1999
porto alegre, brazil

education

universidade federal do rio grande do sul
bachelor's in communication studies - advertising

2 gold cannes lions
merit at the one show
merit at the art directors club (ny)
finalist at the art directors club of canada
finalist at the ny festivals
2 silvers, 1 gold at the digital marketing awards (canada)
cassies best integrated campaign (canada)

reversa
plan b
reitmans
globalstar
panasonic

the anti-aging category is crowded and scientific. tv, billboards, and celebrity endorsement are the norm. boomer women are sexy and want to keep looking young. to get them to try reversa, we seeded a controversial brand and media strategy that hailed cougars as the new sugar daddies, inviting controversy in conservative mediums and the powerful boomer network.

the campaign won 2 gold lions @ cannes 2007.

targeted to women in their early 20s who are open about their sexuality but don’t like being told what to do with their bodies, planb sought to be the morning after-pill requested in pharmacies. the shareyouroops campaign responded through a multi-layered platform approach that talked with women on their level and sparked dialogue through mini user-generated communities in ooh, events, online, and mobile that allowed them to teach themselves. all user-generated content was driven to the microsite for further involvement.

extending the “designed for real life” campaign platform, we took the haute couture/real-life dichotomy further. women we targeted are the hordes of administrators, librarians, soccer moms and school teachers across canada (someone has to dress them, right?!). they’re followers, not leaders. they see haute couture as something completely detached from reality. our campaign showed just how un-runway these clothes really are to depict their perfect fit for real life.

globalstar was a new satellite phone offered to urban businesspeople who often found themselves in remote rural areas without cell phone coverage. the globalstar campaign positioned the satellite phone as the cell phone for where no cell phones go.

to sell the panasonic g50 — an entry phone for a mass target of 14-24 year-olds with few features — we touted its best feature, being the smallest cell phone in the world. we did this by celebrating small as the new big; reviving small pop-culture icons this target grew up with.