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Matheus Dick Lee
Creative strategist helping brands build worlds and tell stories.

Branding the first Brazilian community-driven agency

Branding, Copywriting, Creative Direction

Team

Strategy and Creative Direction: Matheus Dick Lee

CEO Hood: Marco Arioli

Copywriting: Pedro Damasio

Co-creation Partners: João Francisco Hein, Roberto Martini, Keid Sammour, Bruna Baffa and André Alves

Design: Felipe Rocha and Gabe Ferreira

Overview

Hood is the agency that I co-founded in 2015 out of a feeling that the advertising industry wasn't truly resonating with subcultural creative communities in Brazil. The industry wasn't communicating in the same language, and there was a clear reason: they weren't part of the cultural scenes and spaces where young people bonded, had fun, and created new codes.

Hood was born to bridge and nurture real-life communities around brands committed to making a cultural impact. With co-creation at the center, we invited creators from multiple regions and realities to build artistic and cultural projects that gave back to communities while elevating brands.

Based on the core idea that "You can't be punk from behind a desk," Hood presented a new way of building progressive community platforms that made storytellers spontaneously talk about brand messages and build long-term relationships.

During its conception, I played a leading role in naming the agency, defining its philosophy, establishing a commercial approach, and managing the brand and communications across all channels. Hood was like a laboratory where my career dreams came to life over the course of five years.

Hood is the agency that I co-founded in 2015 out of a feeling that the advertising industry wasn't truly resonating with subcultural creative communities in Brazil. The industry wasn't communicating in the same language, and there was a clear reason: they weren't part of the cultural scenes and spaces where young people bonded, had fun, and created new codes.

Hood was born to bridge and nurture real-life communities around brands committed to making a cultural impact. With co-creation at the center, we invited creators from multiple regions and realities to build artistic and cultural projects that gave back to communities while elevating brands.

Based on the core idea that "You can't be punk from behind a desk," Hood presented a new way of building progressive community platforms that made storytellers spontaneously talk about brand messages and build long-term relationships.

During its conception, I played a leading role in naming the agency, defining its philosophy, establishing a commercial approach, and managing the brand and communications across all channels. Hood was like a laboratory where my career dreams came to life over the course of five years.

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All Projects
Experience
Adidas Future Gallery
Community
Adidas Superstar
Experience
C&A <3 Pabllo Vittar
Community
C&A Fashion Futures
Experience
Coca-Cola Fashion Straws
Brand
Cubo, Hair Story
Experience
Electrolux Future Homes
Brand
Hood Agency
Community
How to Grow
Community
Melissa, Meio-Fio
Brand
Mor, Molezinha
Brand
Netflix, Tudum
Brand
UY Studio
Contact
matheusdicklee@gmail.com
Phone +55 11 98574-0493
Instagram
Linkedin
Matheus Dick Lee
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