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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LISB-ON JARDIM SONORO – THE UNIMAGIBNABLE RETURN

how do you announce the return of an avAnt-garde eletronic festival reborn deeper in nature than ever?

In 2022, lisb-on Jardim Sonoro, would make its comeback after two years of pandemic, flourishing with a new concept – ‘Blended with nature’ – and a new venue – Monsanto, the lung of Lisbon.

To imagine a new, more natural Jardim Sonoro became a hard task.

great masterpieces are often born from error, so we decided to take advantage of the erratic interpretations of the early visual AI platforms, so we could explore its flaws transforming them into something truly unique – something truly unimaginable.

Artists were blended with nature, featuring their most prominent characteristics whilst machine learning and art direction worked side by side, calibrating the search for the perfect prompts and the more exquisite outputs.

The results were everything we never expected or imagined And that was all we wanted to achieve, to represent this year’s edition of Jardim Sonoro and each of the artists present in the lineup.

ROLE
STRATEGIST

AWARDS
CANNES

X1 bronze

ADCe

X1 Winner Merit Honor

CRESTA

X2 silver

X1 shortlist

EL OJO

X1 bronze

X1 shortlist

ADCE

X1 silver

X2 shortlist

CCP

X2 silver

X2 bronze

X1 shortlist

M&P DESIGN

X1 Grand Prix

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