From blog to M&A.
From studio to Cannes Lions.
Twenty years. Always in the rooms where things get built. A blog that became a company. A company that became an exit. An idea that became a Silver Lion in Cannes. That's the throughline.
Emerson and I started Creative Brothers — a creative blog. The idea was simple: the internet was full of content but had no curation, no narrative, no personality.
I started as an office boy at an ad agency — that’s where I understood that having ideas could be a career. I won the Apple Creativity Award — without even being in the creative department yet. A surprise to everyone, including me. That result opened the door to work in creative.
Publicis. Euro RSCG. Africa. McCann. QG Propaganda. Ten years learning and sharpening the craft at Brazil’s best agencies, with clients like Bradesco, Peugeot, Vivo, Brahma, Nivea, Mitsubishi, Coca-Cola, MasterCard, Nestlé and HP — among many others…
A year and a half in London — freelancing at OgilvyOne and a few local studios, courses at Central Saint Martins, and some unforgettable trips. I came back with a global perspective. And the blog was reborn — gaining momentum from there.
São Paulo · 2010 — 2020
The blog we built on the side became the company we left everything else for.
Back from a year and a half in London, I joined WMcCann as an Art Director — and was promoted to Creative Coordinator of Content & Social Media. But Hypeness was calling. We were building everything in parallel: content, the site, editorial series. The audience grew organically, through sheer hard work, with no paid media.
Two years scaling: editorial series, the team, special projects and 45+ branded channels for big brands — Heineken, Nike, Santander, Netflix, Samsung, LG and more.
Ideas and culture on a live stage — years before everyone else.
Long before livestreamed talks became the norm, we put advertising, design, entrepreneurship and culture on stage — free, live, on demand. A premium content format that simply didn’t exist in Brazil yet. There was no playbook yet — so the team wrote one.
Major names from Brazil’s creative industry
+ 17 leaders and entrepreneurs from across industries working with creativity
Six years in, the blog had become Brazil’s most-shared content brand. The kind of numbers a multinational doesn’t ignore.
French group Webedia acquires Hypeness
The blog had become a business. The business had become an exit.
After the 2017 M&A, I stayed on for three years — a partner in Hypeness and an executive in the Webedia group, running the Trends BU (a 20+ person team). The BU still held Hypeness — and from inside it we built Reverb and reshaped Purebreak. We also forged internal partnerships across the group, creating cross-content products with other Webedia assets.
Same crew, a bigger stage.
A music platform built with Rock in Rio, the world’s biggest festival — the Hypeness of music. It launched in August 2018 to inspire people through music, on the site and across social.
Launch covered by Meio & Mensagem (May 2018) — the initiative led by Rafael Rosa, co-creator of Hypeness, with Rock in Rio.
I took over the French asset and relaunched it from the ground up — a whole new editorial line, a new tone of voice, built around youth empowerment: pop culture, music and identity, no bad vibes.
I wrapped up my work at Webedia — and the Hypeness chapter came to a close too.
We built something that kept growing even after the deal — We exited having doubled the site's valuation. The work spoke for itself.
I stepped back during the pandemic — family, my second daughter, a move to the mountains. But I never stopped building. Marketing consulting, and early work on AI products and business strategy at Namastex, before enterprise AI became everyone’s conversation. That period of exploration led me to Futvre Factory, artist Marcelo Pasqua’s multidisciplinary studio — three years of full involvement, more than one as a partner. Art, 3D printing, technology and innovation in one place, which eventually reached Ogilvy Health New York, and Cannes.
Our most recent win.
Ogilvy Health New York called, and we built something together: Baby Minder — winner of a Silver Lion in Innovation at Cannes Lions 2025.
A crib-mounted device that uses computer vision and AI to monitor infant movement patterns for early signs of autism, cerebral palsy and other neurological conditions. It shifts care from intermittent doctor visits to continuous, objective monitoring — anticipating diagnoses by up to 6.5 years and cutting hospital monitoring costs 18×.
“Rafu” Rafael Rosa — builder, creative executive, someone who shows up and makes things happen with the right people. Today in the mountains of São Bento do Sapucaí.
Open to VP of Content roles — at agencies or companies that want to turn content into a strategic asset.
