Pedro A. Brêtas
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Creative Direction · AI · Design Ethics.

I think about design, write about it, and put it into practice, through Reino Studio, Amia Interactive, and everything in between

Latest essays

A human conductor seen from behind, facing an orchestra of robots in blue mist. Medium The Feed I Produce Myself A person seen from behind, seated at a desk in front of a screen that is filled by one enormous eye looking back at them. The whole scene is drawn in fine wavy contour lines, a blue figure against a pale cream ground. Surveillance · AI Your first draft now has a log A person sitting at night in front of a glowing screen, while an abstract human form seems to emerge in pixels and bluish mist. UX Collective The interface that responds A man and a robotic mannequin surrounded by mist. The mannequin reaches out to touch the man’s face in a gesture of comfort. Bootcamp Compassion is not a feature
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Focus Areas

Strategic Creative Direction
Creative LeadershipBrand as NarrativeDesign as TranslationCreative StrategyVisual Systems
Human-Centered AI & LUI
AI as DialogueLanguage as InterfaceIntentional TechnologyIntentional AI
Intellectual Inquiry & Writing
Performance CultureHuman Cost of SystemsThe Examined InterfaceCreativity

In Brief

Pedro A. Brêtas is a creative director, co-founder of Reino Studio, 13 years building brands and digital products for international clients, and founder of Amia Interactive, the Brazilian AI company behind Fale com Amia and Amia Work. Master’s in Design, NCAD Dublin. Writing about humane design, performance culture and intentional AI for UX Collective and Bootcamp.

The ideas behind the work connect twenty years of global design craft with a new vision for intentional, humane technology.

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