Hello!

Recently, a friend asked me what I most like to do.

When it comes to work, of course. It wasn’t meant as a broad question about LIFE.

At the time I told him that I like to tell stories. But that wasn’t precise enough.

It’s a bit different from that.

I need to call him back and be a little more specific. 

I like to edit. I love Edition.

I graduated in Journalism. And during the few but intense years that I was working for a newspaper, I was an editor.

Even now, after working for 10 years in advertising, I still introduce myself in the following way:

“Actually, I'm a journalist”.

Even though It may seem like it, this is not about undervaluing the advertising industry or not recognizing myself as an advertiser.

Perhaps it’s just my way of subconsciously insisting on performing a role that does not officially exist in agencies, that, in my opinion, should exist.

So, this “about me” exists to say that I am an Editor that is performing as an Executive Creative Director and Chief Culture Officer at FCB Brazil at the moment.

That means that I like to discuss ideas, choose which ones have more impact, which ones will enable people to talk about them, which ones are more relevant and the ones that bring the most joy. I like to think about how to enable the ideas, who we need and what we need to produce them, who are the characters of the stories and how we will deliver the content.

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But I mainly love the moment of looking at the entire work and choosing the headline, the best image that tells what we want to say, the ideal text to communicate the whole idea.

That, from where I come from, is called Edition. And this is what I love the most.

And that is what I do in advertising.