US native João Vitória has been working on digital projects and traditional media since the early 90’s. A former technology journalist and TV host, his work is all about pushing the boundaries of advertising and marketing with technology and his DIY approach. Although his business cards have always had technology related titles, he feels most comfortable in his creative work. From the Riverwalk in San Antonio, Texas to the Pushkin Museum in Moscow, he has consulted, developed projects and delivered installations in locations as diverse as airports, historical buildings, retail spaces, movie theaters, stadiums and music festivals. His passion for hacking traditional outdoor advertising led him to global recognition with the JC Decaux Innovate Campaign of the Year in 2012 for Samsung. A healthy stream of projects on mobile, social media, and the web for global brands such as Coca-Cola, Carlsberg, McDonalds, Adidas and Microsoft have kept him busy as a lecturer in the academic circuit and as a speaker and judge at advertising and marketing events. He led the Mercedes-Benz project for BBDO Portugal, suggesting that the AMG team could help big wave rider Garrett McNamara build the ultimate surfboard with a telemetry system and got the world’s attention without a single piece of traditional advertising. The result was the only project in Portugal to ever win a Grand Prix simultaneously in creativity and effectiveness.