From influencer to entrepreneur, João Vitor Rezende represents a new generation that sees the digital world as a space for construction, purpose, and strategy. At the helm of ADR Agência, he channels the creativity that led him to gain millions of followers to structure an ecosystem focused on developing creators as brands. Between fashion as a form of expression, creative processes fueled by references, and the pressure to remain relevant on social media, the young entrepreneur talks about the transition to management, the impact of Generation Z on influencer marketing, and the projects he still intends to undertake, guided by the idea of using his journey to generate value and positive impact on people’s lives.
João, you started as an influencer and today you’re also an entrepreneur leading ADR Agência. How was that transition from creator to manager—and what surprised you most about being on both sides of the market?
It was a natural transition. I’ve always been a creative person, and at the beginning I only used that for my influencer side. Today I can channel that same energy to move an entire ecosystem, the agency, and make the team step out of their comfort zone every day. What surprised me most was realizing that being an entrepreneur, in the end, requires the same principles as being a creator: consistency and passion.
Your content reflects a very unique and authentic style. What does fashion represent to you today—a form of expression, a business, or a channel for connecting with your audience?
Fashion, for me, is about reflecting who I am and what I believe in. It’s a way of translating my principles to those who see me, without needing to explain anything. Each choice communicates a little bit of my essence.
More and more creators are becoming entrepreneurs and owners of their own brands. What do you believe differentiates an influencer from a true digital entrepreneur?
For me, influencers and entrepreneurs can go hand in hand. It depends on the creator’s vision of their own work. When they start to see what they do as a business, they evolve. In the end, the difference lies in understanding that the digital world isn’t just about showing up, it’s about building something that continues even when you’re not online.
You belong to a generation that seeks purpose, transparency, and authenticity. How do you see the role of Generation Z in transforming influencer marketing?
Generation Z plays a huge role in this transformation because they are the ones who will drive the new economy. Today, brands no longer think only about selling, but about creating a lasting relationship with the customer, transforming them into part of the brand. With this vision, combined with the power of digital, new business possibilities and ways of generating value that did not exist before are emerging.
What is your creative process like? Where does the inspiration come from to keep the content light, current, and yet authentic amidst so many fleeting trends?
My creative process varies a lot; I don’t have a secret formula. It depends on the area I’m going to use it in. When it’s for advertising, my creativity comes a lot from memory. I have many movie scenes, commercials, and references in my head, and when an opportunity arises, I retrieve all of that and start refining it until it becomes something original. But one technique that has never failed me and my team, both within the company and in agency projects, is the famous brainstorm. Three creative minds get together, start talking about whatever comes to mind, and in 30 minutes, the magic happens: a brilliant idea is born.
With millions of followers and multiple projects, how do you deal with the pressure of always being present and relevant on social media?
I’ll be completely honest with you: it’s been a challenge balancing both sides. Right now I’m very focused on the management side and end up neglecting the influencer side a bit. It’s a phase where I’m working double shifts, so I can’t always balance things as I’d like. But I know it’s temporary, and I’ll find my rhythm again soon.
How did ADR Agência come about — and what does it represent in the market? Do you plan to expand your work to other segments or even create your own products?
ADR was born from the desire to better care for creators, offering structure and a long-term vision. Today, it represents an ecosystem that connects creativity, strategy, and business. Our focus is on making influencers think like brands. And yes, we are expanding: we have created new arms in the digital realm and will soon have news. The idea is to transform ADR into a brand that encompasses all areas of the digital world.
What still motivates you after so many achievements? Can we expect new personal projects, perhaps your own brand, or something completely different?
I have many things I still intend to achieve. I’m young, and I know some of them will come at the right time, with more age and experience. But something that has always been central to me is the feeling of being able to bring kindness to people. Of being able to improve not only the day of those around me, but also their lives, directly or indirectly. That, for me, has always been worth more than money or any material possession.
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