About
Every passing day, the world seems to grow increasingly enigmatic, making it imperative to embrace complexity to tackle societal issues. This is where the science of design comes in, and for the past decade, I have been treading this path with a customer-centric approach to continually develop innovative projects.
My pursuit has resulted in an in-depth knowledge of the creative process, and my M.A. degree from the University of São Paulo - one of the world's leading institutions for Design and Architecture - has allowed me to create an agile method that relies on storytelling, AI and prototypes to create revolutionary products. This method called the Invention Journey, was developed over a three-year period of research and aims to accelerate innovation based on the works of Tim Brown, John Maeda, and David Kelley.
With this combination of expertise, I was able to take to the TEDx stage as a speaker and lead numerous courses and hundreds of lectures at events around the world. In addition to this, I have delivered exceptional experiences that consistently drive engagement among individuals and businesses alike.
My approach has led to multiple international accolades, including Cannes Lions, One Show, D&AD, Webby Awards, and El Ojo. My work has also been featured in Fast Company, TechCrunch, and Forbes, and has even found a place in the permanent exhibition at the Chicago Museum and the Buenos Aires Bienal of Art.
As a creative executive, I am now merging this methodology with business strategy in Metaverse experiments, allowing me to prototype and scale up best practices as we explore a new digital era built on 5G and high-performance GPUs.
On the other hand, my work with the entertainment industry, both with emerging and established artists, has focused on strategy, concept, and production, enhancing their visibility through new digital media.
As a branded content specialist, I have mentored artists and offices, translating their vision into a solid strategy that creates new revenue streams and improves existing ones, based on data-driven decisions and a constant process of testing and learning.
The future of innovation may be unknown, but my purpose is to experience the possibilities that have yet to exist.
Experience
Creative executive and inventor with an extensive background in innovation, design, technology, communication, art and entertainment. Over 25 years of experience inside tech industry, advertising agencies, education institutions and production companies, currently working as Managing Director of Newell and Simon Consulting. Highlighting clients as Jeep, Ford, Volkswagen, Toyota, MRV, Pringles, Magazine Luiza, Nestlé, Unilever, Procter & Gamble, Pepsi, Budweiser, Facebook, Samsung, Discovery Channel, Paramount, Warner Bros and entertainment consultant for several artists.
Check Linkedin profile to have further information or contact at icarodeabreu@gmail.com.
Exibitions
Wired to Wear - Museum of Science & Industry - Chicago, 2019
Bienal of Art - Dissenting Windows - Buenos Aires, 2021
Lectures and Columnist
Former columnist at FastCompany, Proxxima, Meio & Mensagem
RIO2C - Geolocated AR: How Cities Will Be Dressed in Pixels, Rio de Janeiro, 2024
Gramado Summit - Generative Journey, Gramado, 2024
ESPM - Design course - Inaugural class, São Paulo, 2024
IBM - Opening for David Anderson, São Paulo, 2023
Hacktown - Generative Journey, Gramado, 2023
Habitat Bradesco - Clubhouse, São Paulo, 2023
Hacktown - Invention Journey, Santa Rita do Sapucaí, 2019
Gramado Summit - Invention Journey, Gramado, 2019
Proxxima - Como a Cultura Maker transformou o marketing, São Paulo, 2019
Fórum eventos - Invention Journey, São Paulo, 2019
SXSW - Invention Journey, Austin, 2019
PixelShow - Makers, São Paulo, 2018
PixelShow - Só se for pra causar, São Paulo, 2018
CCSP Festival - Metodologias criativas, 2018
YouPix - Makers & Creators, São Paulo, 2018
Anhembi Morumbi - Invention Journey, Campinas, 2018
Senac - Invention Journey, Campinas, 2018
Wear it Smart - Montreal, 2018
Miami AdSchool - Prototype is Cool edition event, 2018
11º Campus Party - Panel, São Paulo, 2018
Pixel Show - Panel, São Paulo, 2017
Creative Congress, 2017 - Anhembi-Morumbi University
Rethink Business Conference, 2017 - Tohmie Ohtake
Creative Congress, 2016 - SENAC University
II Communication Congress, 2016 - ESPM University
Rethink Business Conference, 2015
23º Broadcast&Cable Congress, 2014
Startup Mentoring Sebrae, 2014
III Fórum Transmídia, 2014 - FAPCOM University
Simpósy of Tecnology, 2014 - São Judas Tadeu University
7ª Audiovisual Congress, 2013 - Cásper Líbero University
II Transmídia Congress, 2012 - ESPM University
Semancol - Language and Communication, 2010 - Unifev University
Communication Week, 2007 - Anhembi-Morumbi University
Honor, Jury and Awards
D&AD: Yellow - Digital Design; Wood - Innovative Use of Beta Technology; Wood Impact - Health & Wellness
Cannes Lions: Silver - Brand Experience & Activation; Silver - Mobile; Bronze - PR; Bronze - PR; Bronze - Brand Experience; Bronze - Sustainable; Bronze - Direct
TikTok Awards Agency of the year 3x - Gold
One Show: 1 Silver - UX/UI; 1 Silver - Intelectual Property; 2 Bronze
Clio: Silver - Health; Bronze - Direct
One Show: Silver - Mobile, Physical Product & Mobile Integration
Wave Festival: Gran Prix - Brand Experience & Activation; 2 Golds; Silver; Bronze - Direct, Bronze - Mobile
Effie: Gold - Positive impact; Bronze - Brand Experience
El Ojo: Silver - Direct
Webby Awards: Winner Apps - Mobile and Voice-Experimental & Innovation; 2nd people's voice - Corporate Social Responsibility Campaigns
Fast Company's Innovation by Design
El Ojo Jury
Symbol awards Jury
Clube de Criação Jury
Prêmio Lusófonos 2x Jury
Hackaton ESPM 2x Jury
Academic experience
"Prototype is cool" prototype course, 2016 - Mackenzie University
"Robótic with trash", 2016 - Fábrica de Cultura, São Paulo Government
"Robótic with trash", 2015 - Fábrica de Cultura, São Paulo Government
"Mariana Disaster", 2015 - Make-a-thon
Prototype course, 2015 - Make-a-thon
CCSP Festival, 2015 - Make-a-thon
Film, edit, post-production volunteer teacher - Gol de Letra Foundation, 2003
Academic experience
USP - Mentoring Program for People with Disabilities Oct 2025 – Present
Domestika - Invention Journey Jul 2025 – Present
Government - Sectoral Representative for Design in the State of São Paulo Jan 2024 – Present
ESPM - Member of the Innovation Board Sep 2023 – Present
ESPM - Member of the Design Board May 2024 – Present
ESPM - Design mentor Mar 2025 – Dec 2025
Alchemist Accelerator - Startup & Innovation Mentor Mar 2025 – Dec 2025
D&AD - Generative Journey - AI mentor Mar 2023 – Present
Robotic educator - Fábrica de Cultura - Government of São Paulo Jan 2017 – Dec 2018
Mackenzie University 2016 - "Prototype is cool" prototype course
Mackenzie University "Mariana Disaster", 2015 - Make-a-thon
Make-a-thon Prototype course, 2015
Make-a-thon CCSP Festival, 2015
Cinema educator - Gol de Letra Foundation Jan 2003 – Nov 2003