Head of Strategy at GUT


Fer. Gaucho. Does some art. Surfs some waves. Makes some creative work. Points arrows to where great ideas might happen. Or not. But they often do. Graduate in Art Curation at the University of the Arts London. Fellow at the Royal Society of Arts. McCann, DAVID, BBH London, 72andSunny Amsterdam. Currently Head of Strategy at GUT and Teacher at The School of Life.

I like writing hypotheses. Not "truths". I'm not that pretentious. Most hypotheses you find here are from my time working at ad agencies in Porto Alegre, Rio de Janeiro, São Paulo, London and Amsterdam. And some others are not directly related to my work as a strategist. They're side projects I did with my partner Laura, where I was sort of an editor / curator.