404 Innovation Studio Appoints Arthur Lobão as Creative Director

​404 Innovation Studio, part of Galeria Holding, has named 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 start-ups worldwide and was named "New Studio of the Year" at the Latin American Design Awards 2025.

A hands-on creative director with more than a decade of experience in copywriting and art direction, leading teams across Latin America, including Mexico. Arthur helped build creative hubs from scratch at Nubank, NotCo, and Stone, scaling them across 12 countries and driving hypergrowth. Among other global brands on which he has worked are Netflix, Google, Amazon Prime and Diageo.

Arthur’s rare combination of tech talent and creative leadership uniquely positions him to drive creative innovation at 404 Innovation Studio, said Rafael Caldeira, co-founder and chief creative officer of 404 Innovation Studio.

“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,” Rafael 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.”

“Great creative work only happens when you’re fully invested in every layer of a brand, from the story to the business,” said Arthur. “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, Arthur will oversee creative products, working closely with clients to develop brand strategies, campaigns, and experiences that drive meaningful business growth. His appointment reinforces the agency’s commitment to blending strategic innovation with creative excellence.