Seven chapters, one arc
My first company sold advertising space on buildings and public squares in São Paulo. My partner thought I was crazy when I wanted more. I crossed town to convince a creative duo that together we could be an agency. That became NAV Comunicação — 12 people, R$5M a year in billings, serving Daewoo, Mitsubishi and Lego through a partnership with the Young & Rubicam group.
Florestta was São Paulo's landmark club — the first in Brazil to fly in international DJs. Ten partners, every mistake in the book, and one trip to London that changed how I think: Ministry of Sound wasn't a club, it was a content company wearing a club as a facade. I've been looking for the model behind the business ever since. When tragedy struck the club and it went down, I stayed until every debt I could resolve was resolved. That taught me more than the success did.
Coleção Camisa 13 asked Brazil's greatest writers — Washington Olivetto, Mario Prata, Nelson Motta, Luis Fernando Verissimo, Ruy Castro — to write the stories of the 13 biggest football clubs. Three became national best-sellers. One became the film O Casamento de Romeu e Julieta. And as a producer, O Cheiro do Ralo won Best Film at both the Rio International Film Festival and Mostra de São Paulo.
At BSB, as partner and President, I got to prove they're the same thing. We won a 40-city global bid to bring ESPN's X-Games to Brazil — 7 arenas in Foz do Iguaçu, a 2,000-person team, R$40M budget, 200+ countries watching, R$50M+ for the host city in four days. The biggest event in Brazil's history outside the World Cup and the Olympics. We also helped restructure Brazilian basketball: the national team returned to the Olympics after 15 years, and I closed R$100M+ in contracts with Globo, Nike, Bradesco and Eletrobras along the way.
Football clubs kept asking us how to build membership programs, and I saw the real asset was the data. Multifans built fan-data intelligence until the pandemic froze sports content — and by then I had already found a bigger game.
At the X-Games I had brought in Ian McKee as our sustainability advisor. He told me something I couldn't stop thinking about: every industry had been transformed by technology — except the management of our natural resources, where every solution was still analog, and none of the math added up to the climate targets. I went to Brasília, sat with every player in the chain, brought in our first investor, and we founded Solidos.
Solidos built the traceability software; then we made the harder, better call — stop operating the platform and build the layer above all platforms. That's the Carrot Network: digital infrastructure that certifies reuse and recycling on-chain and turns that data into climate finance. The IP now lives in an independent Swiss foundation, where I lead business and operations.
