rui loureiro | Bringing emotional clarity to brands through strategy and narrative.
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 20+ 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.
Skills
Conceptual Thinking | Brand Strategy | Creative Direction | Storytelling | Creative Strategy | Copywriting | Scriptwriting | Art Direction | Advertising | Creative Concept Design | Branding & Identity
Experience
Creative Director | teórico
. Founded and leads creative studio focused on storytelling, branding and advertising.
Creative Director | Wace Studio
. 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
Led creative strategy and cultural communications. Developed campaigns that engaged visitors and media coverage.
Creative Director | Caetsu (a Dentsu company)
Directed integrated campaigns for Toyota, Lexus, BMW, Mini and other global brands. Increased customer engagement and brand recall through storytelling-based campaigns.
Earlier roles as Designer, Art Director & Copywriter in advertising agencies and creative studios.
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
(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.