rui loureiro | Healing brands pain points with creative insights
Senior Creative | Brand Storyteller | Concept Strategy Thinker
Advertising | Content | Creative Leadership
LinkedIn – https://www.linkedin.com/in/ruiloureiro2025/
Portfolio – https://teorico.org/
Email – ruiloureiro@teorico.org
Porto, Portugal / +351 91 253 74 25
Profile
Senior Creative with 10+ years of experience leading teams, campaigns and brand storytelling for global companies across advertising, culture, and digital content. Skilled at transforming complex insights into compelling narratives that connect emotionally and drive measurable impact. Multidisciplinary background in design, copywriting, art direction, photography, video and mentoring.
Core Competencies
Creative Direction | Brand Storytelling & Content Strategy | Concept Development & Campaign Execution | Multichannel Marketing (Digital, Film, Print, Events) | Mentorship & Team Empowerment | Scriptwriting
Experience
Creative Director | teórico | 2012–2024 / Founded and leads creative studio focused on storytelling, branding and advertising. Directed campaigns for clients in automotive, retail, fashion, healthcare, and culture, blending strategy with human-centered storytelling.
Creative Director | Wace Studio | 2022–2024 / Established the studio’s voice and creative positioning. Delivered campaigns for international brands, driving brand awareness and engagement. Strengthened digital presence through innovative content strategies.
Creative Director | Guimarães European Capital of Culture | 2012 / Led creative strategy and communications for the cultural program. Developed campaigns that engaged visitors and media coverage.
Creative Director | Caetsu (a Dentsu company) 1999 – 2011 / Directed integrated campaigns for Toyota, Lexus, BMW, Mini and other global brands. Increased customer engagement and brand recall through storytelling-based campaigns.
Creative Director & Founder | Corta! Porto International Short Film Festival | 2003 – 2006 / Created and nurtured a cultural festival that attracted international filmmakers and audiences.
Earlier roles as Designer, Art Director & Copywriter in advertising agencies.
Education
Master of Arts (MA) in Art and Design for the Public Space, FBAUP | Porto University
Bachelor of Arts (BA) in Communication Design, FBAUP | Porto University
Certifications
Hubspot Academy – Inbound Marketing / Content Marketing / Email Marketing / Digital Advertising
Semrush Academy – SEO Fundamentals / SEO with Brian Dean
Founderz – Introduction to AI
MIT – Generative AI
Code for All – Artificial Intelligence workshop
Google – AI and productivity
Google Prompting Essentials
(some) Brands Worked
(…) Portgás, Dunlop, Sport Zone, Solinca, Aprilia, Epson, BPN, Toyota, Kickers, BMW, Mini, Lexus, Super Bock, Apcor, Lipor, Carvalhelhos, Metro do Porto, Armani, Vinhos do Dão, SIC TV, AEG, only2me, Rádio Popular, Continental, Molaflex, Finlog, Hotel Minho, Quinta do Paral, Wicanders, Hyundai, Tiffosi, Impetus, Remax, Salsa, Aicep, CGD, Unilabs, DKT, eKonomista, Prio (…)
Languages
Mother tongue Portuguese, fluent English, relaxed Spanish, survival French, inquisitive Mandarin.
Tools
Brain, Pages, Adobe Creative Suite (InDesign/Photoshop/Illustrator), Canva, AI (ChatGPT/Sora/Gemini/Nano Banana/Kling/Runway), iMovie, FinalCutPro.