São Paulo: 404 Innovation Studio, part of Galeria Holding, has announced the appointment of Arthur Lobão as Creative Director, joining Thayssa Szymanskyj and the creative duo Carlos Yanke and Michelle Gorodski, collectively known as “Carchelle.”
Before joining 404, Lobão led Est31, a studio that introduced a unique equity-based business model and methodology tailored for startups. This approach brought a fresh perspective to the creative industry. Est31 partnered with more than 10 startups worldwide and was named “New Studio of the Year” at the Latin American Design Awards 2025.
With more than a decade of experience in copywriting and art direction, Lobão has built and led creative teams across Latin America, including in Mexico. His experience includes establishing creative hubs from scratch at Nubank, NotCo, and Stone, scaling operations across 12 countries, and driving brand hypergrowth. Over the years, he has collaborated with leading global brands such as Netflix, Google, Amazon Prime, and Diageo.
Rafael Caldeira, Co-founder and Chief Creative Officer of 404 Innovation Studio, said Lobão’s combination of creative and tech-driven expertise would strengthen the studio’s vision of blending innovation with strategic creativity.
“Arthur represents the future of creative leadership, someone who understands not just how to make great creative work but how creativity drives business value at every stage of growth,” Caldeira said. “His experience building brands from the ground up inside tech companies, combined with award-winning creative vision and his entrepreneurial mindset, makes him the perfect fit to lead our global creative efforts.”
Expressing his excitement about the new role, Lobão said, “Great creative work only happens when you’re fully invested in every layer of a brand, from the story to the business. That’s why I’m thrilled to begin this new chapter at 404 Innovation Studio, a place built to push boundaries and work side by side with brands at their core.”
At 404 Innovation Studio, Lobão will oversee creative products, working closely with clients to craft brand strategies, campaigns, and experiences that drive meaningful business impact. His appointment reinforces the studio’s commitment to blending strategic innovation with creative excellence on a global scale.
