We left the multinationals to do less. And do it better.

For decades, our job was to never get it wrong

Systems that can’t go down. Deadlines that don’t move just because someone asks. Numbers that have to add up before they turn into decisions. That’s where the three of us spent most of our careers: building technology inside multinationals in Brazil.

There we learned scale, deadlines and the rigor of people who can’t afford mistakes. And we learned something no manual teaches: what works is almost never the ready-made template. It’s the right decision, made by people who truly understand the problem.

Then the entrepreneur in us took over

We left those jobs to do what a large organization can’t: a few projects, no two alike, each one designed from scratch for whoever commissions it. We brought the rigor with us. We left behind the forms, the queue and the template.

We are Karl Belowodski, Pira Abs and Laura Urias. fieli studio is what we decided to build together.

Three at the core. A whole network around us.

Years at multinationals leave you with more than experience. They leave you with people. Over that time, we built relationships with professionals across many specialties: people we’ve worked with, people we trust, people ready to take on any challenge.

That network is what lets a small studio say yes to big projects. Each project brings in exactly the people it needs, no more, no less. And for our clients, nothing gets more complicated: you keep talking to us, from the first diagnostic to launch.

Small at the core, big when it needs to be. It’s the opposite of the structures we came from, and that’s by design.

What we do

Everything a brand needs to be found, understood and chosen, all under one roof:

• Strategy: what the brand is, who it’s for, and why anyone should choose it.
• Brand: the identity that makes it recognizable at a glance.
• Voice: how it speaks, in Portuguese, English and Spanish, written natively in each language rather than translated.
• Digital: website, content and experience, designed for the phone first.
• Launch: bringing it all into the world and tracking what happens next.

How we work

Only a few clients at a time. It’s a choice, not a limitation. When we say yes, the project gets senior people from start to finish.

Everything starts with a diagnostic. Before we propose anything, we get to know the brand, the market, the numbers and what already exists. The diagnostic is the client’s to keep, whether or not they go on working with us.

We deliver outcomes, not hours. The market is heading the same way: in a WFA survey of 69 multinationals, contracts based on hours worked fell from 54% in 2011 to 19% in 2026.¹

One partner for the whole brand. In a BCG study with Google, 81% of the marketers surveyed said they want partners with integrated capabilities; only 45% said that’s already the case.²

Who we work for

Brands that sell experiences and want to be chosen for who they are: high-end hospitality, restaurants, independent, founder-led businesses. Brands where every detail has already been thought through, and that need a digital presence that lives up to what they deliver.

What we don’t do

• We don’t use templates. Every project starts from an idea that only exists for that brand.
• We don’t make up numbers. Every figure we use has a source and a date.
• We don’t outsource the conversation. The people you talk to are the people who make the decisions on your project.
• We don’t speak ill of anyone. Not competitors, not suppliers, not the work that came before us. We talk about opportunities.