He was a videomaker, visual artist, writer and businessman. He gained renown for his Super 8 fiction and documentary films in the 1970s. In the 1980 he was a forerunner of holographics in Brazil, producing artistic and commercial holograms. He taught himself the technique by reading books and experimenting in a makeshift laboratory. Alongside the artist Wagner Garcia, he explored the possibility of a holographic cinema, using a device based on the early days of cinema, built from holographic plates containing sequential images. This led him to establish Holobrás, a company specialized in holograms, in 1988. In his formative years he studied Economics, Sociology, Mathematics, and Theater. He also studied Painting with the Catalan artist Juan Ponç, with whom he founded the studio L'Espai, in 1960. In that same decade he founded the Perspectiva publishing company, alongside Jacob Guinsburg. In 1984 he set up his film and video production company, Videcom. During that period he became close with the brothers Campos, Décio Pignatari, and Júlio Plaza, with whom he featured in the shows Triluz, Idehologia, and Trama do Gosto. In literature, he turned to dark humor and sci-fi, as can be ascertained in his book As Máquinas.