About

I FOLLOWED A QUESTION.

I started in advertising, designing ideas for brands.

Then I moved into experiences, where I became curious about what happens after an idea: why people participate, what motivates them, and what makes them come back.

That curiosity took me into games, gamification, behavioral design and digital products.

I never left creativity behind. I just kept expanding what it could do.

You bring the question.

I design what happens next.

See where it led BRING ME YOUR QUESTION

What now?

Creative direction

CREATIVE DIRECTION, INFORMED BY HOW PEOPLE THINK, FEEL AND ACT.

Each discipline gave me another way to look at the same question.

Advertising → attention.
Branding → meaning and identity.
Games → participation.
UX → how people interact with things.
Gamification & Transmedia → motivation.
Behavioral Design → what drives people to act.

Each one added another layer to the way I think about creative work.

Creative direction became the role where I could use all of these perspectives to solve creative problems: from shaping the idea to figuring out how it should work in the real world.

Ogilvy put it bluntly: if it doesn’t sell, it isn’t creative. It’s just art.

What do you need to happen?

Make it clear

Communication, ideas and information people can understand.

Make it matter

Brand identities, stories and worlds people can recognize and remember.

Make it engaging

Experiences, products and interactions people want to participate in.

Make it connect

Bringing brand, product, experience and communication together.

Make it move

Turning ideas into experiences that motivate people to act.

My path has taken me across four connected areas: Creative Direction, Brand Strategy, Product & UX, and Behavioral Design.

Not exactly a straight line ;)

LET’S SEE WHERE THIS GOES

Trajectory

2017 – today

Behavioral Design & Product Strategy Consultant

Gamificat Consulting

2020 – 2021

Product Experience Leader

Game Thinking Way

2019 – 2020

Senior UX Designer

Talentu

2018 – 2019

Innovation Leader & Agile Transformation

AOS

2011 – 2017

Co-Founder & Product Owner

Experia

2010 – 2011

Strategic Creative

TBWA