A filmmaker and advertising professional; he has directed over 300 ads. He was part of the first-ever team at production company Olhar Eletrônico, which originated O2 Filmes. He is a director for the advertising group of production company Conspiração, with clients like Walmart and the São Paulo City Hall. He started his career on independent productions, short films, documentaries, TV shows – like the children’s series Rá Tim Bum – and special programs for educational channels. He has won national and international prizes, including the New York Film Festival prize. His short film Duvideo, from 1987, is a part of the permanent show Collection Nouveaux Médias at Centre Georges Pompidou in Paris.