Will da Afro: From São Paulo's Periphery to Empowering Creative Talent

William dos Santos, known online as Will da Afro, has transformed his perception of Perus, a São Paulo periphery neighborhood, from a place of limitation to a hub of opportunity. The 30-year-old designer, entrepreneur, and content creator is dedicated to leveraging creativity to open pathways for other emerging talents from marginalized communities. He aims to simplify the journey for aspiring artists, drawing from his own experiences where guidance was scarce. Will da Afro is featured in the 'Influência de Cria' series on GloboPop, Globo's free vertical short-form video app. His passion for creation began in childhood, crafting carnival float miniatures, and was later shaped by his education, including a degree in Interior Design. This academic path prompted him to question negative stereotypes about his hometown, leading him to discover its rich artistic and community initiatives. His perspective broadened through social work and education, deepening his appreciation for local talent and movements. A pivotal moment occurred in 2016 after attending São Paulo Fashion Week, inspiring him to organize the 'Afronte, Empodere-se' fashion show in Perus. This event showcased local Black talent and led to the founding of AfroPerifa, an Afro-urban fashion brand. Collaborating with local seamstress Dalva Santos, 57, Will brought his designs to life, solidifying his vision of AfroPerifa as a creative platform rather than just a clothing brand. During the pandemic, a viral video he created, 'Compre do Pequeno' (Buy from Small Businesses), highlighted the struggles of local entrepreneurs and demonstrated the power of the internet to connect and support peripheral communities. This success propelled his career as a digital influencer and led to collaborations with major brands. Beyond AfroPerifa, he established the Da Afro agency, which connects peripheral artists and entrepreneurs with companies for advertising campaigns. He is also developing training programs for young communicators and content creators in Perus, aiming to foster collective success. Will emphasizes that his inspiration remains rooted in his origins and advises aspiring creatives to study, believe in their talent, and seek viable paths to professionalize their art.