As a seasoned Brand Creative Director in the fashion and lifestyle industry with over 20 years of experience in digital creativity and branding, I've concepted and executed cross-channel brand campaigns, digital activations, and strategic rebranding projects for top-tier brands like Nike, Mango, Bang & Olufsen, NA-KD, Pepsi, and Zalando, as well serving as senior creative for several international agencies. My expertise extends beyond Creative Direction; I've accumulated experience driving projects in brand development, marketing strategy, graphic design, copywriting, photography, web design, video content creation, social media marketing, and generative AI. I've excelled in leading diverse creative teams, emphasizing empathy and inclusion; my leadership style is rooted in problem-solving and teamwork. I'm adept at both in-person and remote facilitation, fostering an environment of communication to harness collective intelligence. Highly skilled in digital creative tools such as Adobe Creative Suite (Photoshop, Illustrator, InDesign, Premiere, and After Effects), with additional experience in Blender 3D and Figma. With a C1 Business level in English and Spanish, A2 level in German, and native Brazilian Portuguese, I've accumulated 15 years of European residency, bringing a multicultural and international perspective to all my projects. Additionally, I serve as a Founder and Keynote Speaker. For further details on my recent projects, please visit Glazione.com.
• Driving the creative direction for Lounge, integrating Design, Art Direction, and Creative production. • Developed Lounge’s new Brand Book, enhancing brand strategy, visual identity, photography & tone. • Empowering the team to utilize data-driven insights in a test-and-iterate routine across paid social.
• Spearheaded visual identity projects, enhancing brand recognition and customer engagement. • Executed guidelines to ensure a cohesive brand voice across marketing, product, and social media. • A refreshed appearance led to a 25% increase in customer engagement and brand loyalty.
• Conceptualized and executed innovative campaigns for VML’s skincare and beauty clients. • Led a creative team to develop the new Eucerin GOLD brand campaign for Beiersdorf. • Achieved a 30% increase in engagement for Eucerin through targeted low-funnel campaigns.
• Lead the strategic brand redesign for NA-KD, driving the company's brand evolution. • Developed a long-term brand vision that secured C-level executive buy-in across departments. • Achieved a 30% increase in brand engagement and a 12% rise in new customers within one year. • Enhanced brand reputation through a culture-driven executions and digital-first narratives.
I led a team of 12 professionals, including art directors, graphic designers, digital designers, motion designers, copywriters, and front-end developers, in conceptualizing, executing, and implementing 360° cross-channel fashion campaigns. My genuine passion for nurturing young creatives, combined with my deep understanding of managing a creative department, has fostered an environment that prioritizes inclusivity, creative opportunities, and constructive feedback. Under my leadership, we reduced employee turnover and increased team productivity by 18% within a year.
As a Senior creative, I led the global design team for four years, focusing on reshaping brand perception among Gen Z by implementing a more social and contemporary brand design across various channels. My responsibilities included developing digital-first creative concepts, redesigning the brand book, exploring innovative channels, and onboarding external agencies like Mother London, Wieden & Kennedy, and Anomaly into our visual landscape. A key highlight of my role was shaping Zalando's streetwear and sportswear campaigns, which helped establish credibility in street culture and attract relevant brands to our platform. My expertise in this category contributed to creating authentic content that increased streetwear sales by 25% and social media engagement by 30%, resulting in a robust database of streetwear enthusiasts.
As the Senior Art Director at Saatchi & Saatchi, I launched Bang & Olufsen B&O Play headphones in the DACH region by crafting a fresh global brand redesign and social campaigns. These efforts resulted in a 40% boost in customer engagement and a 15% increase in brand awareness for B&O headphones in the DACH region. I was the brand's lead art director responsible for redesigning their local website, creating product demo videos and digital campaigns, and designing promotional LPs, CRM, Social Paid, and physical events. I start to lead a team of 2 junior creatives.
I established a menswear fashion brand in Barcelona, where I played a pivotal role in shaping its identity. My primary responsibilities encompassed product design, merchandising, and marketing strategies. Working closely with a talented team of seven individuals, we collaborated to create a cohesive and innovative brand that reflects our shared vision for contemporary men's fashion. Our collective efforts focused on delivering quality, style, and a unique customer experience.
As the Art Director at Grey, I spearheaded the development of digital concepts for SEAT and MANGO in the EMEA region. My efforts led to a 12% increase in MANGO's online sales following a complete visual overhaul of their website. Furthermore, my involvement in redesigning their social media playbook resulted in a 14% boost in engagement across their social channels.
As an Art Director at McCann Romania, I developed engaging digital campaigns for Coca-Cola and Vodafone. My expertise in concept creation and contemporary visuals aimed at young audiences helped both brands establish a fresh presence in the market, resulting in a 10% increase in positive brand perception locally.
At BBDO, I played a crucial role in Pepsi's 2010 football World Cup campaign, excelling in omnichannel content creation and retail activations. This approach led to a remarkable 45% increase in website traffic and a 12% boost in retail store sales during the event, underscoring my ability to develop engaging visual narratives across digital and physical platforms.
As a Junior Creative at Saatchi & Saatchi São Paulo, I infused my passion for fashion and youth culture into authentic content that propelled the launch of Nike Sportswear in the region. My visual skills impacted the execution of local physical events, leading to a 30% increase in event attendance and a significant 20% rise in event newsletter sign-ups, contributing to the success of Nike's sportswear in building a strong market share in the region.