journey and work
A passionate creative who believes in the power of tuning into culture and human behavior to connect brands and people, accelerating business and transforming contexts.
Creative and mother, I am a movie fanatic and a vinyl lover.
For over 20 years I've been creating ideas that spark culture and move business. Dreaming up, producing and implementing integrated projects locally, regionally and globally for big brands across industries.
I've worked across Brazil, Portugal and Spain in local, regional and global roles at McCann, Publicis, Y&R, TBWA and indie shops like Artplan and Santa Clara. I lead by collaboration and love working closely with strategy, media, product, data, and commercial teams.
60+awards, mentions and shortlists at festivals like Cannes Lions, The One Show, D&AD, Effie, Clio, LIA, El Ojo, Clube de Criação and Profissionais do Ano. I’ve also sat on juries at Cannes, Effie, Clio, New York Festivals, and twice both The One Show and D&AD.
I mentor at Miami Ad School, sit on the board of UNESCO‑SOST Transcriativa, and back mentorship programs like LIA’s Liaisons and ENTRE (Publicis Groupe’s initiative for creative women, which in 2022 reserved 85% of its spots for Black women).
about me
WORK
SOME RECENT work I helped ideate, produce and implement as both a leader anD a creative.
100 Years of Brazil | Chevrolet
100 stories on Instagram. A decade-by-decade Spotify playlists for each car model. Nostalgic UGCs on TikTok. And btw 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.
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.
CARAMELO BR | CHEVrolet & NETFLIX
Cataflam/Voltaren went against the grain and sponsored the first team relegated from the Brasileirão. A strategy that brought brand’s biggest PR win in Brazil and some relief for the relegated Sport Recife.
FIRST-TO-FALL SPONSORSHIP | Cataflam
Inspired by the consumer journey, this idea led us from São Paulo's rare fruit trees straight to OOH and then directly to the point of sale.
geovitaminated OOH | centrum
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
THE SILENT BUZZ | CHEVROLET BOLT
How do you shout one of our product's biggest differentiators in such a noisy city? In absolute silence — we launched Bolt with a forbidden activation that generated major PR.
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.
GREEN YOUR CITY | HEINEKEN
We turned the iconic red star green in a bold cross‑channel strategy to communicate the brand's more sustainable positioning.
sustainable ad | HEINEKEN
To communicate the Green Energy program, we chose a blackout. During primetime, we delivered seconds of energy savings to the entire country.
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 sex chats.
We broke the bubble in reverse: moving content from TikTok onto OOH. So we ran the 2025 launch driven exclusively by the category’s largest seeding effort and UGC production.
out of phone | l’orÉal
beerhavior pack | ITAIPAVA
45% of Gen Z in Brazil don't consume alcohol, the highest rate since 1960. So we literally turned the "drink responsibly" line from the legal copy into an innovative pack.
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.
tooth ads | sensodyne
Let's create IMPACTFULL stuff together
dribeiroo@icloud.com | + 55 21 99505-5239