Cinema and photography came first, years before either was work. Framing, composition, colour, the way a shot moves. Technology ran alongside them, in video games and computers, and it is the more logical half of how he thinks. Advertising was where the looking became work.

Nothing on the screen is there by accident. Type, grid, motion and interaction all do a job, and they get decided together. He designs the experience and writes the code that makes it behave.

The craft comes from advertising. Several years in agencies as an art director, then a specialisation at Miami Ad School in São Paulo. The discipline there is making an idea land in a single look.

Huia is where the two halves met. He joined the creative technology studio in 2013 and stayed eight years, six of them as partner. The brief was rarely a layout. It was a question: can this be built? The answers ran on WebGL, facial recognition and machine learning, years before any of that was ordinary. He led creative direction for Petrobras, O Boticário, Tramontina, Sicredi and Mondelez brands. He also picked up the habit he still works by, which is to build a rough one early and look at it.

Azion Technologies hired him to build a design operation from nothing, inside a company of engineers. He grew it to fourteen people across five disciplines. Four years, three roles: design, then brand, then the tools engineers use. Sitting that close to engineering taught him the other half of the job. How software actually ships, what a component costs, why an engineer says no.