May 2026 – Streetwise has already proven to the market that communication for the Out-Of-Home universe (OOH and DOOH) requires a specialized agency, rather than simply adapting work created for other media. Now, the company is formalizing creativity as one of the central pillars of its operation by announcing Luis Baselli as its new Executive Creative Director. He is being promoted to the position after one year working within the agency’s creative team. The move marks a formal shift in his role, as Baselli will now also co-lead the business, not just the creative department.
Baselli’s promotion recognizes that creativity is a constitutive part of the business. At an agency operating in DOOH, where every decision simultaneously involves technology, data, media, and messaging, having a creative leader with decision-making power at the same level as business leaders proves that no strategic decision at Streetwise will be made without creativity in the room.
As a creative leader, Baselli works at the intersection of ideas and strategy. Creative work begins with behavior: who is the person passing through that location, what are they doing, and what matters to them at that moment. From this understanding, the message is built. In OOH and DOOH, where context is everything and attention spans last only seconds, creativity must be intelligent.
Holding degrees in Literature (Portuguese and Literature) from the Universidade do Estado do Rio de Janeiro (UERJ) and Advertising from Universidade Estácio de Sá (UNESA), Luis Baselli built his career in digital and social content. Before joining Streetwise, he worked at agencies such as W/McCann, Suno, Artplan, FlagCX, and Aldeiah. A digital native, the professional is now reprogramming OOH by making campaign target audiences “talk” to OOH, placing brands into consumers’ journeys with high precision, and bringing topics of interest to people into OOH environments — all driven by behavior and data.
“Baselli joined Streetwise a year ago, and during that time helped build the kind of work we bring into every business conversation. Promoting him to the board is a clear bet on the future: Streetwise believes the agencies that will lead OOH in Brazil are those that place creativity and technology at the same level of decision-making. That’s what we are building,” says Daniel Simões, partner and CEO of Streetwise.
Baselli follows a simple premise: the right message, for the right person, at the exact moment it makes sense. “I come from digital, where you quickly learn that context is not a detail. It’s everything. In the feed, the story, the pre-roll — every format has its own window,” he says. “When I arrived in DOOH, I brought the same questions: who is passing through this location right now? What matters to this person at this moment? How does this message become part of their conversation instead of interrupting it?” adds the new executive creative director.
This logic, applied to the country’s largest physical media space, is already delivering results: Streetwise won Effie Awards Brazil and Latam in 2025 with campaigns for Burger King. The awards are considered the market’s most relevant recognition for creative effectiveness.
“One of the main reasons that influenced my decision to join Streetwise is that it is an agency leading the development of OOH in Brazil as the country’s third-largest medium, with the premise that creativity is not a department — it is strategy. Now, as executive creative director, my goal is to further enhance this characteristic,” Baselli concludes.
