Precisava de conhecer melhor o mercado lá fora para dizer no que somos melhores ou piores. Conhecer os budgets, os timings, os briefings, os recursos. Não faço ideia. O que se vê nos festivais ou nos sites, não basta, não é o suficiente para carimbar um país. Muitos desses trabalhos (não todos, claro) usam uma metodologia que não é a mesma do dia a dia. E é isto que conta, se queremos comparar-nos. Mas pelo que oiço, tiro pequenas conclusões. Somos muito polivalentes, desenrascados e, acima de tudo, somos mais solidários criativamente, há mais entreajuda.

I would need to know the market better out there to say what we are better at or worse. I would need to know the budgets, the timings, the briefs, and the resources. I have no idea. What you see at festivals or on advertising websites is not enough, not enough to stamp a country. Many of these projects (not all, of course) use a methodology that is not the same as the day-to-day work. And this is what is most important, if we want to compare ourselves. But from what I hear, I would say we are very versatile, easygoing and, above all, we are more supportive creatively, there is more help between each other. 

Tive este problema na adolescência, naqueles típicos inquéritos: Livro preferido, música ou filme, a resposta é igual, não consigo fazer Top´s na minha vida. Mas vá, vou fazer um esforço, sem a certeza que ocupa o 1º lugar, destaco a campanha do BES, a Dona Inércia.

I had this same problem in my teenage years, in those typical inquiries: Favorite book, music or movie, the answer is the same, no
I can’t make Top's in my life. But I'll make an effort, even though I’m not sure it occupies the 1st place, I’ll highlight the BES campaign, Dona Inércia.

Baseando-me apenas no trabalho, a minha lista tem uns 4 ou 5 nomes. Mas para mim, o talento não chega, a personalidade, o lado humano, pesa muito. E pelo que vejo e oiço, coloco a Susana Albuquerque e o Hugo Veiga no topo da lista.

Who would you like to work with one day?

Based only on work, my list has 4
or 5 names. But for me, talent is not enough, personality, the human side,
weighs a lot. And from what I see and hear, I put Susana Albuquerque and Hugo Veiga at the top of the list.

At this moment I am proud of the Continente’s and Worten’s work, and I  really admire Fox's work.

There isn't a brand that (I want to write) that I can remember. But I would like to work with products for animals, dogs and cats. We can  decide what's on their minds, and there’s another advantage, they won’t jump on social media to criticize. 

What would you like to change in the Portuguese ad scene?

The timings. I always have the feeling that 360º campaigns never go beyond the 100º. When we want to make them bigger and better, cut to another brief.

Time and money.

When I started in this industry, there was time and money for agencies to do their job, and to have fun. To have ideas without a
brief, timing and budget is halfway to having a more disruptive portfolio. And this is what sells us.

It's good for creatives to change agencies, because that's the only way they’re
able to work with other brands and diversify their portfolio. But Fuel,
lucky for me, it was always an agency that attracted many different brands.
So I never had this urgency. I worked several accounts, I don't know what it is
have a quiet week, or a month without a campaign running. In addition, Fuel generates and encourages a good environment, creative solidarity, there’s no space for swollen egos. All of these things made me stay.

No, but Ruben is.