# Afonso Miguel Soares (Afonso M Soares) — AMS® Studio

> Creative Director & Brand Strategist based in Rio de Janeiro, Brazil. Architecting Memorable Stories through Brand Strategy & Creative Direction. Founder of AMS® Studio; +15 years in creative strategy and direction across branding, advertising and entertainment.

Website: https://ams.studio/ · LinkedIn: https://www.linkedin.com/in/afonsomsoares/ · Contact: contact form at https://ams.studio/#about

## About
- Passionate about design and culture, Afonso has been working for +15 years with a focus on brand strategy and creative direction, through concept development, storytelling and strong cultural research.
- With over a decade of entrepreneurship, he understands and delivers the power of creativity and brand to drive business growth and future demand.
- From Gilberto Gil and FMCGs to giants from the O&G industry, Afonso's work is focused on creating a unique POV and cultural footprints. Not just grabbing attention, but compounding mental availability through meaningful stories and emotional connections.

## Services
Helping brands and agencies navigate their next creative leap. Whether you need plug‑and‑play leadership to guide your internal talent, an independent consultant or fractional senior for your brand marketing team, or a full-scale creative studio with a tailor-made team that can deliver complex end-to-end projects. Bridging the gap between high-level strategy and beautiful execution, with the flexibility to scale up or down to your demands.

### Brand Consultancy & Management
- Brand Positioning
- Personality Traits & Values
- Narrative & Content Strategy
- Tagline & Message Platform
- Architecture & Portfolio Strategy
- Brand Identity & BDAs
- Culture Entry Points
- Data Analysis & Insights

### Creative Direction
- B2C/B2B Campaigns
- Branded Content & Collabs
- Staff Curation & Management
- Executive Production
- Concept Development
- Copywriting
- Naming
- Storyline & Scripts
- Visual & Art Direction
- Digital Design (UI, Landing Pages, Social Media)
- Presentation Deck
- Shooting & Production Setup
- Good-For-Print Design
- Record Design
- On-Air Graphics (TV, Streaming, Social Media)

### Comms & Creative Operations
- Workflow Design
- Tech & Creative Stack
- Workforce Planning
- Brief Creation & Assignment
- Deliverables & Price Modeling
- Ops Metrics Tracking
- Creative Quality Assurance

## Journey
- BLOW BR • 2010~2012
- TEMPLO COWORKING • 2012~2014
- RASTRO • 2014~2026

## Clients & partners
99, Água Camelo, Ala (Unilever), Beck’s (Ambev), Believe, Bombay Sapphire (Bacardi), Brava Energia, British Council, Brownie do Luiz, Conservação Internacional (CI Brasil), Coca-Cola, Dechra, Edenred, Energisa, Fox Sports, Fundação Roberto Marinho, Gege Produções, Globo, GloboNews, GNT, HBO, iFood, Itaú, Kind Leather, L’Oréal, Lev, Liv, Mapfre, Nubank, Oi Futuro, OLX, Onfly, PRIO, Qive, Rastro, Redley, Rider, Instituto Serrapilheira, Shell, Ultragaz, Universal Music Group, Vast Infraestrutura, Zé Delivery

## Awards & honors
AmproGlobe, CCSP, LADAwards, TikTok Ad Awards

## Selected work
- [A Essência Secreta — Ala Limpeza](https://ams.studio/#work/essencia-secreta): Advertising. Role: Concept & Film Script. Recognition: LAD Awards 2026 — Bronze @ Digital Integrated; LAD Awards 2026 — Bronze @ Social Adverts.
- [Viagem a Trabalho Não Precisa Dar Trabalho — Onfly](https://ams.studio/#work/onfly-viagem): Advertising. Role: Creative Direction, Concept, Content Strategy & Film Scripts.
- [Esse Não é o Fim — Conservação Internacional](https://ams.studio/#work/esse-nao-e-o-fim): Advertising. Role: Creative Direction, Concept, Manifesto & Film Script.
- [Museu Nacional da Perda do Tempo — Qive](https://ams.studio/#work/museu-perda-tempo): Advertising. Role: Creative Direction, Concept, Content Strategy & Film Scripts.
- [Feito com Magia Brasileira — Rider](https://ams.studio/#work/feito-com-magia): Advertising. Role: Creative Direction.
- [Aquela Que Trouxe a Onfly — Onfly](https://ams.studio/#work/onfly-trouxe): Advertising. Role: Creative Direction, Content Strategy & Film Scripts.
- [Nova Era Clubber — Beck's](https://ams.studio/#work/nova-era-clubber): Brand Marketing. Role: Creative Direction.
- [Sapphire Under the Sunlight — Bombay Sapphire](https://ams.studio/#work/sapphire-sunlight): OOH. Role: Creative Direction. Recognition: LAD Awards 2026 — Shortlist @ OOH Media; LAD Awards 2026 — Shortlist @ Interactive Poster Ad.
- [Cinema que te leva além — Shell Open Air](https://ams.studio/#work/shell-open-air): Brand Marketing. Role: Creative Direction, Concept, Content Strategy & Real-Time Coverage.
- [Gil Futurível — Gilberto Gil](https://ams.studio/#work/gil-futurivel): Visual Experience. Role: Storytelling & Art Direction. Recognition: LAD Awards 2023 — Silver @ Digital (Experimental).
- [Arte dos Sentidos — Bombay Sapphire](https://ams.studio/#work/arte-dos-sentidos): Brand Marketing. Role: Content Strategy & Real Time Coverage. Recognition: Ampro Globes Awards 2022 — Gold @ Integrated Campaign.
- [Na Vibe — Mariana Fagundes](https://ams.studio/#work/na-vibe): Artist Branding. Role: Naming & Creative Direction.
- [Cover Remixes — Various Artists](https://ams.studio/#work/cover-remixes): Record Design. Role: Graphic Design.
- [Deixe seu Rastro — Rastro](https://ams.studio/#work/deixe-seu-rastro): Brand Building. Role: Strategy, Concept, Logo Design & Creative Direction.
- [Eleve o Nível do Rolê — Rider](https://ams.studio/#work/eleve-o-nivel): Advertising. Role: Creative Direction.
- [Drops Out of the Blue — Bombay Sapphire](https://ams.studio/#work/drops-out-of-the-blue): Branded Content. Role: Art Direction.
- [A Coragem Leva Adiante — Brava Energia](https://ams.studio/#work/a-coragem-leva-adiante): Brand Building. Role: Strategy, Naming & Creative Direction.
- [Energia que Move Energia — Vast Infraestrutura](https://ams.studio/#work/energia-que-move-energia): Brand Building. Role: Strategy, Naming & Creative Direction.
- [Olhar para O Todo — ColaborAmerica](https://ams.studio/#work/olhar-para-o-todo): Brand Building. Role: Concept, Creative Direction & Content Strategy. Recognition: LAD Awards 2018 — Bronze @ Illustration.
- [The Black Judogi — PRIO](https://ams.studio/#work/the-black-judogi): PR Stunt. Role: Concept & Creative Direction. Recognition: Colunistas do Rio 2020 — Shortlist @ Branded Content.
- [Uma História de Todos — Memorial do Holocausto](https://ams.studio/#work/uma-historia-de-todos): Brand Building. Role: Strategy, Concept & Creative Direction.

## Optional
- [Full content, English and Portuguese](https://ams.studio/llms-full.txt)