Licentiate degree in Communication Sciences at Universidade Fernando Pessoa. Began his career in 1996 by joining the Department of Strategy at NOVAPUBLICIDADE / NOVODESIGN.

In 98 assumes the Strategic Coordination for the creation of the brand ONI. In 2000 he´s invited to Associate Director of / Brandia, and assumes the Creative direction for the creation and launch of the youth brand YORN - Vodafone.

In 2003 as Associate Creative Director he takes on the creative management of major clients among which are Vodafone, Yorn, Sumol, Sata, Delta, Galp, RTP.

In 2006, he creates Adore Advertising, and is the strategy coordinator for the creation of Ativism Group. Until 2008, major clients are EDP, Auchan, Coca-Cola, Nobre, Ministry of Economy, Solinca, and Tap Portugal.

In 2008 joins Ivity brand corp as Creative and Strategy Director being in charge of clients like  Sonae, Coca-Cola,Fnac, Galp, Delta, Prio and EDP.

In 2015, he created, with Vhils aka Alexandre Farto, Solid Dogma, a creative unit focused on activating the power of brands and culture through art. Main clients are Super Bock Group, Amorim Luxury, Fox, Maat Museum, Novabase, Seat, Red Bull, Festival Iminente.

In 2017 they were nominated the Advertising Personality of the Year by the leading industry editorial agent - Meios e Publicidade.

He is the president of Clube Criativos de Portugal. He writes about communication for the Marketeer magazine since 2009.

Jury member at CCP Lisboa, ADCE, EUROBEST, Dubai Lynx.

His projects were awarded at Cannes Lions, ADCE, Red Dot, Graphis, European Excellence Awards, Eurobest, Clube Criativos Portugal Awards, Meios e Publicidade Awards, Markeeteer Awards.