Your life is far too big for you to settle on the margins of success.
Audiovisual. Digital education. Online presence.
SCROLL, THE CONTENT MOVES TO THE LEFT
01 — WHERE IT STARTS
Communication can alsocreate opportunity.
It was through audiovisual work, teaching myself the digital world and understanding the impact of my own online presence, that I started building projects that would have been impossible without digital tools. Projects that brought people closer to a reality which the environment and the lack of connections so often try to obscure. Businesses can be new possibilities too.
This is not a speech. It is a method: listen, teach, produce, give visibility, organise and connect.
02 — MY PATH
Severance pay became capital.
Tired of making myself smaller to fit in, I used my severance pay and my creativity to build my own space as an entrepreneur.
Drag to spin the carousel. Watch the report on RJ2 (in Portuguese) →
03 — MY PRÊMIOS CARIOCAS · 2022 AND 2023
Behind every organisationthere are people.
There were two editions, in 2022 and 2023, and neither was just an event to hand prizes to influencers. When Daniel Ramos brought me the idea, I saw someone who would inspire other young people to start a business, build a brand and realise how much their own stance shapes the lives of many people.
It was an event full of trans, non-binary, Black, favela and fat people, because the internet is also a place to celebrate different bodies, and young audiences need to see themselves.
Building the website and interviewing the nominees was a way of stepping out from behind the scenes and showing them, and everyone watching, that behind every organisation and every purpose there are people.
50kyoung people voting
500kviews on the event page
This also became hard work for me. Engaging with that news story exposed the whole vulnerability of life in a family with an autistic member.
The privilege of having a support network through communication has to be shared with those who have less access. My own vulnerability shows that the path is the same for everyone. The difference is that whoever knows the path can fight without losing the battle before getting there.
This is not about heroes who lose so much that little is left at the end. It is about understanding that there are fewer losses when there is a defined purpose. That is why I made my win a collective act.
04 — CONTENT EDUCATION
Teaching entrepreneursto create content.
LIVE CLASS
The Transformadores group.
The live classes were not about learning trends, but about each person understanding their own business and producing content from there. For a company, structure comes first and content comes after: volume without purpose leads nowhere.
Instagram is an ally, not a boss.
We do not work for Instagram. It is one of our allies for building our own story, identifying our niche and understanding which trends belong in the story of our brand.
BY VIDEO CALL
2026, SEBRAE.
A content workshop with a whole group learning to record, edit and publish with what they already have in their pocket. See it on Instagram →
TRANSFORMADORES
TRANSFORMADORES
TRANSFORMADORES
The strength of the Transformadores.
Men, women, people from the favelas and from the outskirts organising to move the market across many different niches.
FASHION AND WASTE — CIRCULAR ECONOMY
The favela getsorganised for fashion.
While big brands pile up tonnes of waste in landfill, the favela builds businesses out of that waste to generate income and dignity for families of autistic and disabled people and for the community.
Faz Girar, Entre Nós, by Alexandra, and Retalhos Carioca, by Silvia. I was there advising on their digital communication at several moments.
The Transformadores classes also worked on pitches, value propositions and strategies to occupy those spaces in the cracks, making sure it was more than a brand: a purpose alive in many places.
We were at Expo Favela 2025. See the full record on Instagram →
CASE STUDY — ABBA CAKE
From Patrícia’s oven to the shelves of Zona Sul.
Have you ever imagined not being able to eat a bread roll or a birthday cake because the market does not care about people with dietary restrictions?
I came in to develop every package, every tag and the strategy that would let anyone, coeliac or not, enjoy the product. It was with that drive that we got it into one of the largest and most respected supermarket chains in Rio.
CASE STUDY — OUTBÊCO
The local bar that becamea brand mid-pandemic.
Outbêco was born in August 2020, in the middle of the COVID-19 pandemic, created by the entrepreneur and former teacher Daniel Félix, from Rio.
That is me behind the scenes at Outbêco Madureira, producing content to build the brand’s menu and all the material used on the Instagram profile, in the ads and in the printed pieces of the branch.
The same place the city only ever sees in parts. Press play: the audio is part of it.
05 — WHAT I DO
I turn communicationinto a toolfor autonomy.
Organised, identity-driven communication, together with marketing strategy, gave a voice to more than 200 entrepreneurs and reached hundreds of thousands of people.
Content education
Classes and hands-on activities so entrepreneurs can produce their own content with what they already have in their pocket.
- Learning by doing
- In person or by video call
- From script to publishing
Digital presence
Websites that present the work and act as a channel of their own for sales, enquiries and bookings.
- Company website
- Sales page
- Booking and contact
Audiovisual and storytelling
Interviews and content with entrepreneurs, neurodivergent people and initiatives that deserve to be known.
- Script and direction
- Filming and editing
- Vertical cuts for social media
06 — DIGITAL PRESENCE
A place of your own to be found.
For someone inside a favela or in a small town, a physical address is not always strategic: geography turns into a deficit that the brand has to carry.
A website lets that same brand reach other countries, other cities and even distant neighbourhoods, people who would never walk down those streets. That is why I deliver working websites in up to 48 hours: to give momentum to the entrepreneur who needs to see that their business can actually happen.
The three most recent ones. Click to open.
Ótica Romanelli
Shop window and direct contact.
Nadine Confeitaria
Catalogue and orders.
Julia Podóloga
Services and booking.
07 — WHY I DID NOT SETTLE
I had to create my own place.
When I entered the job market, I was invited to leave more than once. One time it was because I was ignorant. Another time for being Black, wearing an afro and being effeminate. That was read before my ability. My identity was against the company culture.
Leaving the favela is not always possible. Curfews, wars between factions, and even police operations that do not reduce drug trafficking and do reduce the quality of life of residents.
In a city that manages to build an entire structure for concerts by foreign artists, that same city does not build a budget to really tackle crime, nor does it invest in education.
If I did not find space in the job market, I had to create my own.
08 — MY MISSION
Communication is power too.
Companies influence markets, behaviours and opportunities. They help decide which products reach people, which professionals find work and which spaces are accessible.
So when we talk about entrepreneurship, accessibility, neurodiversity or inclusion, we are not only talking about business. We are talking about who gets to take part in society on fairer terms.
Giving someone the tool to communicate their own work gives that person back part of the control over their own narrative.
09 — MY IMPACT
Every number below is a person who decided to try.
What my work set in motionFigures compiled by me, over three years working independently.
200+entrepreneurs reached
1 million +accumulated views
3 yearsworking independently
The size of the country nobody seesResearch figures, not from my work. Sources at the end of the section.
13 million +MEIs, Brazil’s registered micro-entrepreneurs
2 million +micro companies in the country
200 billionreais moved every year by Brazilian favelas