I’ve been working for Nike for 16 years, but I’ve never had a Nike brief.
That’s how I built my career.
The ad was called “Frozen Moment”, 19 years ago, the one that launched the Jordan 4s worldwide.
I wasn’t working in advertising yet, but from that moment on, Nike became my client.
When I began, I didn’t care if it was food, insurance, cars, alcohol—whatever it was the product I had in front of me, I had to find the “Nikeness” in it and bring it out.
So I launched machines, TV series, lotteries, repositioned energy drinks,
and searched for strategies and creativity that would spread values, emotions, and make the brands I worked for truly relevant in people’s life.
I changed countries two times, worked in 4 different markets,
keeping the same vision: a shoe that speaks of values.
It was Nike, but it wasn’t. A bit upsetting, for sure, but
I became a creative director, then executive creative director,
and finally chief creative officer—probably out of frustration.
I won awards thanks to that same mindset.
Perhaps I found my own metolodgy.
I love turning clients no one wants to work on into:
“Wait, is that an open brief? I’d love to take it.”
I hate when the team is struggling, but I love when the team is struggling,because that’s when culture, connection, growth, and unforgettable results are born.
I love super smooth workingflow. Saving money, saving working hours, giving teams a proper working life balance. That’s why I do love create them.
Love gerarchy, hate gerarchy.
Am I having fun? Of course.
Is it working? It seems like, ‘cause I’m happy of my client’s results.
Just imagine if I actually could work for that shoe.