Creative Copywriter
The world lost a reporter
and, who knows,
the next Kant.
I grew up in Trancoso, thought I'd become a journalist, dipped my toes into half a dozen Philosophy classes in Coimbra, and ended up in Marketing Communications. The world lost a reporter and, who knows, the next Kant. I hope it gained something else instead.
The first thing I ever did for brands was write. Running social accounts, making content, finding the right way to say each thing. Then came paid media, and with it a discovery: some brands live or die over a single word changed in an ad.
Today I'm a Creative Copywriter at Black Monster Media. I still work the way I always have, with the advantage of knowing that the best ideas work in two places: the jury room and the market. In 2025, one of my ideas won Bronze at the Prémios Lusófonos da Criatividade. It was the first award. It won't be the last.
I have two cats who insist on joining every meeting. And I once left a car blocking a main road because I couldn't work out how to put it in reverse. I did learn, eventually. Feels like a decent metaphor for a lot of things in my life.