Vice
In Portugal, Vice operated as both a media brand and a 360º communication agency. I led campaigns, activations and branded content for clients like Cutty Sark, Axe, Guimarães Capital of Culture and Casa da Música — working across concept, events, editorial, video, guerrilla marketing and PR, alongside a dynamic network of creatives and producers.
A highlight was the Cutty Sark campaign in Portugal, aimed at repositioning whisky among younger audiences. Based on the concept “whisky is not old, it’s retro,” we created the Cutty Cocktails campaign — a full 360º activation with events, editorial content and influencer strategy. We produced a printed guide, a series of events, and media content that positioned Cutty Sark as the first brand to bring whisky cocktails back — before it became a trend, just as Vice liked to do.
Vice Portugal was a fast-paced, experimental environment where I operated as a creative lead — developing brand activations, shaping visual and editorial content, and curating events from concept to production. Everything was rooted in youth culture, independent thinking and cultural relevance.