This is an overall take through my work, being the main creator of a brand through images and videos.
Being an art director to Galeria9 meant a lot of things. From understanding trends in contact with our curator who would select the best pieces of work to join our categories. To understanding how well our metrics on instagram and meta ads meant to our sales. And strive to combine that into multiple "rotines", developing compositions and creative media to communicate how cool and yet "homy" was our selection of art pieces.
Being an art director to Galeria9 meant a lot of things. From understanding trends in contact with our curator who would select the best pieces of work to join our categories. To understanding how well our metrics on instagram and meta ads meant to our sales. And strive to combine that into multiple "rotines", developing compositions and creative media to communicate how cool and yet "homy" was our selection of art pieces.
We moved through categories like photography, collage, abstracts & geometricals, illustrations and curatorships like Vibrant Tropicalism, Minimalism, Surrealism and so on, adjusting to trends and trying to create our own "movements". Creating concepts, scenarios and compositions that expressed the best of our archive.
My job was to develop the core visuals that integrated three main aesthetics of Galeria9 throughout my time as art and creative director:
1
THE STUDIO CONCEPT
All white galery classical look translated to cosy furniture inspired by Wentz design was our first language when introducing the galery as conceived by the founder. Our objective was to bring some more comfort that would aproximate a brazilian mid-high class public to fine-art printing with some design language of bold minimal international brand language like The Coffee, Baw, MoMa and so on.
Far from expressing all that our own art pieces characteristics and creating the feeling that our frames would fit well into our client's homes; we started to divide our aesthetic: a more "homy" look to our scenarios that would integrated warmer elements and textures (carpets, colors and wood) as more vibrant aspects of our visuals. Connecting to other brands such as breton, artefacto, boobam and many others - we've designed even in our 3d scenarios some of our "own furniture" (but only on the digital realm, of course) having those as our go to references.
2
THE HOME CONCEPT
3
LIMINAR SPACES
OF GALERIA9
OF GALERIA9
Invested in the idea of mixing both studio and home aesthetics, I envisioned a proposal that dwelled into the fabric of our own visual production as an explorable universe.
The most experimental phase blended studio and home into a single, permutable visual universe — exploring different lighting schemes and a kind of "digital surrealism" across stills and motion.
In the final stretch, I began integrating generative AI into the production pipeline early — a shift that reshaped how concept art and motion content get made, and one I expect to define the next chapter of visual production industry-wide.
By the time I left, Galeria9 had become the most-followed fine art gallery in Brazil on Instagram (Dec 2025) — the result of four years of consistent visual strategy, not a single campaign. I moved on to new projects on excellent terms with the company, both sides having grown a great deal from the collaboration.
4
DIVING INTO AI
It was an immense pleasure to be able to be part of a "transformative" place of work as a "art director" who once was an "architect and designer" who also share this quality. Essencially, every visual developed had a lot of thought and tests - staging, lighting, camera position, composition of frames, overall composition, sometimes motion, and later on filming, sound narrating and editing. The escope of work was as deep as it could get.
Finally, this last piece (never posted of course) represents what a messy afternoon of work might look like on my 3rd month at Galeria9. - no post production and no filters, only raw creative space which was the ultimate privilege to work with.
If you'd just turn all the layers on of my infinite 3D workspace, that is what you'd see. - and this "post" is to show appreciation for years of fine work.
Thank you for reading.
