afonso magro

CREATIVE STRATEGIST & COPYWRITER


I don’t believe in linear paths
or universal frameworks to win audiences.

I believe in strategic interpretation.
Understanding human reality through its tensions.
What people think and what they do.
What they don’t think and what they don’t do. What is said and what is left unsaid.
Informed by data, led by judgment.

The work you’ll see here reflects that belief DURING 5 YEArS as a creative strategist IN MSTF PARTNERS AND LATER DENTSU CREATIVE PORTUGAL.

Different challenges, objectives and markets, connected by the same responsibility. Knowing who to talk to, when it matters, and how to create work that lands with meaning and impact across the journey.

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How could a PORTUGUESE renewable energy brand earn its place in surfing by turning its purpose — “Changing Tomorrow Now” — into action?

EDP had a long-standing relationship with surfing, but its presence in the sport was strategically disconnected from its broader corporate ambition.
The brand COMMITED TO BECOME 100% GREEN UNTIL 2030 was therefore ready to align its role in this space with its wider purpose: “Changing tomorrow NOW.”

So, for the first time, EDP, a non-endemic brand, invested in a high-performance programme designed to turn Europe’s most promising young surfers into world-class athletes, and put European surfing on the sport’s biggest stage.

EDP Surf for Tomorrow was born. A TEAM OF 5 JUNIOR TALENTS, together WITH a highly qualified coaching team and a rigorous training regime. The journey was shared with the world through an ongoing documentary series, offering unique access to the lives, challenges and evolution of the team.

Since 2021, EDP Surf for Tomorrow has produced World, European and National Champions, while becoming a globally recognized success story. Acclaimed as an unprecedented initiative, it captured a global audience within the surfing community and continued to evolve as a branded content series — from a mini-documentary format to a social-native series that is still running today.

Discover the earlier edp surf for tomorrow seasons here:
https://www.youtube.com/watch?v=KKzlL8G7EGY&list=PL_IW3cGPSAlQm5fthxVueUntweRaKN0cW

rOLE
Strategist

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