About
Two worlds, one journey.
Hey there! Guilherme here, but you can call me Guil.
My life has been a constant dance between two opposite worlds: Tech + digital experiences and the adrenaline of spinning inside a steel sphere called Globe of Death.
The professional side
With over 20 years playing around with tech and shaping customer experiences across different industries, I’ve had the privilege of working on some pretty incredible projects.
It all started at HP in Brazil, where I cut my teeth in UX while developing digital products for Walmart’s R&D team. But the real adventure began in 2012 when I packed my bags for Dubai.
Since then, I’ve been part of transformative projects that actually matter. From designing the second generation of SmartGates that millions pass through at Dubai airports to leading digital transformation initiatives at Etisalat.
In 2018, Abu Dhabi called, and I found myself crafting strategy and customer-first solutions for payit wallet, the UAE’s first fully-featured digital wallet by First Abu Dhabi Bank.
Today, I head Digital Experiences and Platforms at PIF in Riyadh, where I get to shape the future of how people interact with technology in ways that actually improve their lives.
The professional/hobby other side
But here’s where it gets interesting. When I’m not designing digital experiences, I’m literally spinning upside down in what’s called a “Globe of Death”—a steel sphere where motorcycles defy gravity and common sense.
Yeah, that’s actually me.
at the dangerglobe.com
This isn’t just a weekend hobby. For 25 years, I’ve been performing this death-defying act, and honestly, like honestly, if you add up all the rotations from countless shows across different steel spheres, I’ve probably circled the globe several times over.
How It All Started
My story begins in southern Brazil, born to two completely different worlds. My father was born in a circus, son of a Uruguayan married to a Romanian gypsy.
Everything he learned about life happened under the big top. My mother, a second-generation Italian immigrant from Guaporé, a small town in the south of Brazil, was the rock of our family while building her career in telecommunications.
When these two opposite worlds collided, well… I happened.
Growing up, I lived between both realities. Dad would travel for rodeos across southern Brazil, and whenever a circus was nearby, we’d join the family
Free entry, of course!
Because once you’re circus folk, you’re always circus folk.
Meanwhile, Mom balanced everything while climbing the corporate ladder, never complaining, always learning something new.
The Convergence
1996 was a pivotal year. Mom brought home our first computer.
I still remember. A 486 DX4 100 (those were the days!).
The same year, Dad decided to open our own circus. I was 12.
The circus skills came faster than the digital ones. By 1997, I was riding motorcycles inside the Globe of Death alongside my father and brother. My first webpage didn’t happen until 2001. But both interests grew in parallel—technology and the radical life were equally magnetic.
When our circus closed in 2002, the Rodrigues family evolved.
We took our Globe of Death show on the road, starting with a motorcycle gathering in Teutônia, RS – Brazil.
Picture this: a massive 5-meter steel globe, three two-stroke motorcycles creating maximum smoke, I mean… really maximum!
First time we experienced the audience close enough to touch the sphere if they wanted. And different from the circus shows, people could meet us afterward, take photos, have a chat…a completely unique experience for both the audience and us “globistas.”
We went from 2 shows that year to 12 shows in 2003. That same year, I started working at an internet agency while continuing to balance my circus legacy with my growing passion for digital and web.
Priorities Shift
Life has a way of putting things in perspective. In 2005, I became a father to two beautiful daughters. Suddenly, making sure the kids had food on the table became the priority. The Globe of Death shows continued, but building a stable career in tech took center stage.
Today
Now I spend my days crafting digital experiences that millions of people interact with, and my free time, spinning in steel spheres. Both require precision, both involve calculated risks, and both are about creating unforgettable experiences for people.
When I’m not doing either of those things, you’ll find me with a perfectly filtered coffee in hand, admiring classic cars and obviously the Caddy Blue, or planning the next Globe of Death performance.
What This Blog Is About
This space is where I’ll share stories from both worlds—the lessons learned from my years in UX and digital strategy, memories from 25 years of death-defying performances, and everything in between.
Because life is too interesting to keep these stories locked away.
Right?
Sometimes I’ll write about design thinking, sometimes about the feeling of being upside down at 60 mph in a steel cage. Both have taught me valuable lessons about risk, precision, and what it means to create something that moves people.
One day I might write a book about all this. For now, welcome to our blog. Let’s share stories together.
Want to know more? Drop me a line or stick around for the stories.
Even with some AI help, they’re all true, I promise.