Rui graduated from Escola Superior de Propaganda e Marketing (ESPM) and began his career at DPZ.
Following a brief period at Young & Rubicam, he opened his own agency in 2000, Cápsula. He then moved on to work at W/Brasil (currently W/McCann) where he started as a copywriter and, seven years later, became co-president of Creation and Planning.
In 2001, he also developed several projects for Globo.com, one of which was Papparazo - a popular website that is a leader in terms of ratings. In 2011 he returned to Young & Rubicam as Chief Creative Officer where he remains until this day.
During his professional career, Rui has accumulated a total of 20 Lions at Cannes and has additionally been awarded in other prestigious national and international festivals such as D&AD, Clio, NY and London.