journey and work
A passionate creative who believes in the power of tuning into culture and human behavior to connect brands and people, accelerate business, and transform contexts for the better.
Creative and mother, I am a movie fanatic and a vinyl lover.
For over 25 years I have been delivering ideas that create cultural impact and drive business results. I conceive, produce and execute integrated campaigns and experiencies at local, regional and global scale for major brands across all industries.
My career spans Brazil, Portugal and Spain, with local, regional and global roles at McCann, Publicis, Y&R, TBWA and indie agencies as Artplan / Grupo Dreamers. I have consistently demonstrated collaborative leadership and strong cross‑functional partnerships with strategy, product, data, commercial and legal teams.
More than 50 recognitions - metals, mentions and shortlists - at festivals such as Cannes Lions, The One Show, D&AD, Effie, Clio, LIA, El Ojo, Clube de Criação and Profissionais do Ano testify to this work. I’ve also served on juries at Cannes Lions, Effie, Clio, New York Festivals, The One Show and D&AD (twice).
I teach at Miami Ad School, sit on the board of UNESCO‑SOST Transcriativa, and support mentorship programs such as LIA’s Liaisons and ENTRE, the Publicis Groupe program for creative women, which in 2022 reserved 85% of its spots for Black women.
about me
WORK
SOME RECENT PROJECTS, Campaigns, and brand experiences I helped ideate, produce, and implement as both a leader anD a creative.
100 Years of Brazil | Chevrolet
A 100 real stories on Instagram. On Spotify, decade-by-decade playlists aligned with each brand's hit models. Nostalgic UGCs on TikTok. And by the way an iconic TVC. A cross‑platform strategy to celebrate a centennial brand while looking to the future.
THE LOST FACES | BANCO DO BRASIL
How can a country recognize its history and culture if it doesn't know its own key figures? An AI project that changed search results on Google and Wikipedia and is gradually correcting the historical record.
CARAMELO BR | CHEVrolet & NETFLIX
When you target culture, the chances of impact increase significantly. More than just sponsoring a Netflix IP, we co‑created with the platform's fanbase to find the most Brazilian "Caramel" tone and deliver Chevrolet's most successful engagement campaign in Brazil.
THE CROC AT THE TOWN | SEARA
Standing out at major festivals when you're not a top sponsor requires innovation and listening to the audience - literally. That's how we turned the 1st edition of The Town into the platform that generated the most mentions and engagement for Seara among all sponsors.
GREEN YOUR CITY | HEINEKEN
A cross‑channel strategy to communicate the brand's more sustainable positioning. The boldness of presenting a change to the iconic red star.
heatburn face | eno
To understand Brazil is to understand its memes - and vice versa. We brought the most popular internet meme to Brazil and had him try our craziest foods to spark conversations about stomach health.
In the beauty world, advocacy is worth its weight in gold. So we ran the 2025 launch driven exclusively by the category’s largest seeding effort and UGC production on TikTok.
out of phone | l’orÉal
LET'S TALK ABOUT S&X | ITAIPAVA
To talk about safe sex with Gen Z we had to go where they are. The problem: TikTok censors words and discussions about sex.
The format only matters when it is the idea itself. A big buzz around the smallest and best-positioned media format ever: a football player's smile at the moment of scoring a goal.
geovitaminated OOH | centrum
Inspired by the consumer journey, this idea led us from SĂŁo Paulo's rare fruit trees straight to OOH and then directly to the point of sale.
Consumer behavior always yields rich insights. Although birth rates are declining, new families emerge with different needs. Our target analysis showed these needs are space‑intensive, inspiring the "Bigmalista" lifestyle.
tooth ads | sensodyne
BIGMALISM | CHEVrolet SPIN
Despite LIBRAS being Brazil's second official language the vast majority of Brazilians are unfamiliar with the language. This is how a product design idea turned a classic cookie into an inclusion tool for kids.
inclusion cookies | nestlé
Let's create IMPACTFULL stuff together
dribeiroo@icloud.com | + 55 21 99505-5239