Born in Setubal in 1964, a year in which nothing truly amazing happened in Sado city.
After years of trying to play basketball rather than learning football with José Mourinho, who was already in charge of organizing in-house tournaments in the Liceu de Setubal, he decided his future did not evolve through sports but rather through arts, something that he'd inherited from his mother.
Before starting his career in advertising he had a short stay in Paris where his first contact was made with this particular World. He decided that this was the career he wanted to pursue, therefore quitting the idea of carrying on studying to be a cartoonist in Angouleme.
Professionally, he started with Ciesa Norman Craig & Kummel. He there learnt what a layout and Packshot was but it was with Ogilvy&Mather as Art director that we learn that the ideas was in fact the most important. At the beginning of the 90´s he thought he would have to go abroad, he had to further his knowledge. Spent a year in Amsterdam. Worked as a freelancer for the Japanese Hakuhodo and for the Dutch local advertising agency De Ondernemers. He returned to Portugal in to be a part of the Creative Department in Young&Rubicam where he became Art Director. Later he became Head of art and Creative Director at Nova Publicidade. In 1998 Bates Portugal, Bates Red Cell and Y&R Group where he now is the Executive Creative Director and partner.
He is one of the Founders of the CCP, The Portuguese Creative Club. He was the creative director who represented CCP as a Board Member of the Art Directors Club of Europe during the first years of the Club. Was a Jury Member at Eurobest, FIAP, ADprint, ADCE London + Barcelona and NY Festival. President of the Jury in Print category in the ADCE London and President of the Jury at the 6th festival of the CCP. Was awarded in various international festivals: Cannes Lions, London International Festival, Eurobest, NY Festival, Montreux, Cresta, FIAP, El Ojo, apart from two grand Prix, won at the Festival of the Portuguese Creative Club. Outside the advertising world is also curating photography and working with Lisbon Fashionweek . He has 3 Portuguese/Dutch children, lives in Carcavelos, he still visits Bonfim in Setúbal and continues to "suffer" for Vitória FC.