Up until the end of 2014 Rui worked as a Creative Director with top brands like Nike, Mini, Tommy Hilfiger, Super Bock, Microsoft and many others, in agencies like Fullsix, O Escritório and AKQA. Simultaneously, he also co-organised and produced OFFF Festival in Lisbon in 2008 and 2009.

His directing debut was the short film 'Algo de Bom' for LG that was Staff Pick for Vimeo. Since then, he's directed campaigns for WTF, TAP, Moche, McDonald's, Sanitana and the opening titles of the famous game Need for Speed 'Rivals' for EA.

As a photographer he's an observer influenced by street photography, giving preference to shooting with natural light. A good example of this is the image he shot for the global campaign 'Be Bright' for GAP, but you can also see this influence in his fashion editorials and studio shoots.