I’m a child with 46 years old and the mental age of 16, who has always had an enormous will to create and to do different, unordinary things. Perhaps that’s why my first hero was Gyro Gearloose.
I have a Bachelor degree in Industrial and Product Design and have been an adman for more then twenty years doing a bit of everything that goes between strategy, creative copywriting and designing, also because i’m totally against “compartmentalization”. I dare to say that my special skills is creating strategies
and ideas, or motivate teams to do it, in order to help brands to become closer to people, and generate relevance to society, instead of considering them mere
My career’s most important highlights were: Creating my own brand consulting agency, MaxDesign at the age of 25; BBDO’s invitation to create Proximity in Portugal and direct it’s creativity, where i stayed for 7 years. During that period the agency was number 1 in Portugal, the 5th most creative in Network Proximity BBDO and the 30th best agency in the world (The Won Report 2006); My experience as Wunderman’s Executive Creative Director in Spain (Madrid and Barcelona’s agencies); My adventures as a creative consultant for Fischer Portugal, Proximity Chile and Aim Proximity, in New Zealand; The Creative Direction of JWT, in Lisbon, between 2008 and 2011 when i got tired of creating ads instead of creating solutions for the brands to overcome difficulties or generate opportunities and i left to create my own small shop, La la land.
In-between all this, i still had time to make my life’s finest projects: five wonderful children, with whom i learn a lot everyday, with fresh and effective ideas for the next
fifty years. Yes, optimism is another of my attributes.
I was a also a directive member of The Portuguese Creatives Club, i write columns for major Portuguese newspapers and blogs, i was a juror for national and
international festivals, including Cannes Lions and i conquered over a hundred awards in several renowned festivals both as a creative and a creative director, at all
disciplines of advertising.
Besides loving to create good brands and good ideas for them, and motivate people around me, my biggest thrill is to ride the water, in all its shapes: liquid, solid or
gassy, surfing, snowboarding and flying every time i get the chance.