Creative Direction in music is something extraordinary and intense. Carry a blood connection with each project and artist. Over the years, I've realized that it bears intrinsic similarities to the advertising campaigns I encountered throughout college and work experiences. Still, with one notable difference: There's a subtle balance between what needs to be sold and what needs to be told. It needs to be real. It needs to have meaning. It definitely needs to have a lot to say.
It is impossible to embark on this mission without falling in love with the story, with the artist who tells it. As a creative director, I feel like I need to be there at all times. Be the first in and the last out.
As a Creative Director, I do the following:
︎︎︎ the conception, direction and coordination of any visual materials
(i.e., covers, videoclips, campaigns, teasers, etc.)︎︎︎
︎︎︎ executive production
︎︎︎ online and offline communication strategy
︎︎︎ styling and image direction
click on the cover to learn more ︎
films
- Julia Mestre em "Arrepiada"
- Pete Mcee em "Selva de Perdas: A Lágrima do Astronauta"
- Gilsons e Jovem Dionisio em "Algum Ritmo"
- CADEIRARIA TARTARUGAS (a short film)
- Jovem Dionisio em "Pontos de Exclamação"
- Jovem Dionisio em "Neste Contexto"
- Anavitoria e Jovem Dionisio em "Aguei"
- Jovem Dionisio e Marcos Valle em "Melhor do Mundo"
an untimely and noisy revolution
I met Skraba playing soccer. At the time, Skraba had Som 172, a hip-hop collective that brought together music lovers and gave access to those who lacked financial
or professional support to practice their art.The more I got involved with the project, the more I wanted to go deeper. That's when I presented the “Estúdio 172” to Rafa, which appealed to new formats, translating music through visual expressions. We also founded the “Estúdio 172 sessions”, which came soon after. It was a series where we recorded more than 50 lives and generated a connection with different musical genres and Brazilian artistic expressions. We promoted hip-hop culture differently, resulting in millions of streams on the biggest platforms, two international awards, and collaborations with artists like RZO and Caveirinha, for example. 172 was born in 2015, when I was still 17 years old, and followed as an independent label for seven years,
an untimely and noisy revolution.
click on the cell phone to see 172`s reel and digital portfolio ︎
click on the video and watch "Estúdio 172 Sessions" full series ︎