Creative Strategist + Cultural Innovation & Brand Impact
Most people know me as Ceará. I’ve spent the last 18 years working at the intersection of creativity, culture and strategy. My craft is designing systems, narratives and experiences that connect brands, communities and movements with real purpose - always through a lens of empathy, insight and cultural intelligence.
My journey started early. At 16, I was already working inside ad agencies. At 18, I left Fortaleza and moved to São Paulo, carrying a portfolio, a dream, and a tweet from a friend that opened the door to an internship at Big Advertising Agency. That first step led me through some of the most innovative creative teams in Brazil - DM9, Ogilvy, LiveAD - and helped shape a lifelong conviction: creativity isn’t just about aesthetics, it’s about designing futures.
Throughout my career, I’ve led creative and strategic projects for global brands like Google, Facebook, Instagram, Itaú, Correios and Estrela - and collaborated with some of the most influential artists in Brazil, including Emicida, Nando Reis and Rael. I build not only campaigns, but ecosystems and symbolic capital.
I’m the cofounder of Igual, a social cashback platform that transforms purchases into donations for impactful causes - blending fintech with empathy and collective action. Prior to that, I was a partner at à Urban Shop, a cultural hub and streetwear brand born from the streets of São Paulo, active from 2012 to 2018. I’ve also been part of the Global Creative Leadership Program at THNK School of Creative Leadership.
Some of the initiatives I’ve helped shape include Color+City, a global urban art platform with over 5,000 walls activated in 200+ cities - awarded by the Webby Awards, Edison Awards, and Fast Company Innovation by Design; AmarElo Prisma, a multiplatform narrative co-created with Emicida that became one of the most powerful cultural movements of the last decade in Brazil; Carnaval.vc, a real-time digital experience with Meta that generated 146 million organic impressions and connected Carnival to the world; and Cara a Cara Online, a reinvention of the classic board game that became a viral product and later evolved into a personalized version, winning Top Selling Toy at the Circana Global Toy Awards.
I also led innovations such as #SEI, where Nando Reis launched his album with a dynamic pricing system set by the audience; #Diversoficando, an urban intervention that brought Rael’s music directly to the streets via headphone installations on the walls; and Parede Social, a Telhanorte initiative that turned family portraits into personalized tile mosaics aired on national television. Each of these projects combined technology, community, emotion, and symbolism - my personal formula for impact.
Today, I help brands, institutions, artists and entrepreneurs find cultural relevance, systemic resonance and emotional clarity. Whether it’s through strategy, storytelling, product design, or community-building, I aim to turn complexity into meaning - and ideas into legacy.
If that resonates with you, let’s talk.
HONORS & AWARDS :
Lifestyle & Social impact - Collaborative Services @ Edison Awards
City & Urban Innovation @ Webby Awards
Ideas Finalist @ The Most Contagious®
Design Finalist @ Fast Company Innovation
Ideas City Guest @ NewMuseum / NY
User Experience Design - Web / Utility @ One Show Interactive