Hood is the agency that I co-founded in 2015 out of a feeling that the advertising industry wasn't truly resonating with subcultural creative communities in Brazil. The industry wasn't communicating in the same language, and there was a clear reason: they weren't part of the cultural scenes and spaces where young people bonded, had fun, and created new codes.
Hood was born to bridge and nurture real-life communities around brands committed to making a cultural impact. With co-creation at the center, we invited creators from multiple regions and realities to build artistic and cultural projects that gave back to communities while elevating brands.
Based on the core idea that "You can't be punk from behind a desk," Hood presented a new way of building progressive community platforms that made storytellers spontaneously talk about brand messages and build long-term relationships.
During its conception, I played a leading role in naming the agency, defining its philosophy, establishing a commercial approach, and managing the brand and communications across all channels. Hood was like a laboratory where my career dreams came to life over the course of five years.