Champagne.dev

Hey there, I'm Felipe

I believe in elegance, precision, and designing digital experiences that feel as refined as they are functional. My work blends clean engineering with thoughtful design, bringing bold ideas to life with clarity and purpose.

By day, I'm a Senior Software Engineer at ADWEEK, where I build high-impact features for millions of readers and keep our platform performing at its best during live events and breaking news.

Learn More.

About.

Code, bikes, and good pasta.

I’m drawn to the space where engineering and design meet: figuring out how something should work, then refining it until it feels natural to use. I enjoy the details, whether that means simplifying an interface, tracing a performance problem, or getting an interaction just right.

Outside ADWEEK, I build tools around things I use every day. Tracking packages, checking email, finding a quicker way through the browser—small frustrations tend to become side projects. I like taking something familiar and making it a little more useful, a little more considered.

Away from the keyboard, you’ll usually find me cycling through New York City or looking for good pasta.

Experience.

ADWEEK — Senior Software Engineer

APR 2024 – PRESENT

Promoted from Software Engineer in .

At ADWEEK, I work on the pages readers land on first—and the ones they keep refreshing when something big is happening. I rebuilt the homepage in React and helped create the Super Bowl live blog and its homepage widget. The live blog nearly doubled the previous year’s views.

Behind those experiences is work readers should never have to think about. On the EDO Super Bowl ad rankings page, I fixed a rendering bug that had overwhelmed the site with video requests, then added caching for the generated markup and partner data.

More recently, I’ve been building AI summaries, key takeaways, and intelligence reports that help readers find their way into a story. I built the interfaces with a clear path back to the reporting, so a useful summary can become the start of a deeper read.

Planit Agency — Junior Developer

OCT 2021 – MAR 2024

At Planit, I turned designs into animated ads, websites, and email campaigns for clients including DuPont, SourceAmerica, and the Government of Maryland. Each brand brought its own visual language, and I enjoyed figuring out how to carry that through in code and motion.

I developed more than 4,500 GSAP-powered ads, built custom WordPress components with Tailwind CSS, and produced more than 25 email campaigns a month. Working closely with creative and marketing teams meant paying attention to both the original idea and the details of the finished piece.

There was always another brand, another format, or another deadline. I learned to move between them, collaborate with designers, and deliver work that felt considered even on a busy production schedule.

Featured work.

From the stories people follow to the little things that make a day easier. Selected work from ADWEEK and after hours.

ADWEEK

ADWEEK.com homepage.

A fresh front page for ADWEEK, built to move with the newsroom and keep readers exploring.

ADWEEK homepage after the redesignADWEEK homepage before the redesign, archived April 2024BeforeAfter

Drag to compare, or use the arrow keys.

April 2024 and the current homepage. The archive retains the empty advertising space. View archived version ↗
Homepage views, year over year
+68%July–August 2025 vs. 2024. The site overall grew 11%.
Homepage engaged minutes
+81%Same period, year over year.
Share of all site views
6.9%20244.6%20256.9%July–August.
95th-percentile response time
0.95sBefore3.25sAfter0.95sOrigin response time, before and after the performance improvements.

The project

The homepage is ADWEEK’s front door. It brings breaking news, featured stories, video, and sponsored content into one editorial experience.

Editors reshape it throughout the day, so the layout has to hold up whatever lands in each slot: a long headline, a story without art, an ad that doesn’t fill. And it has to stay fast while it does.

My part

I rebuilt the homepage in React around reusable modules that editors can arrange as the news changes. Story feeds, video, events, navigation, and advertising all had to feel like parts of the same page. The new homepage launched in June 2025.

The work continued after launch. I reworked The Latest block, fixed caching, and optimized queries to make the page faster behind the scenes. The 95th-percentile server response time dropped from 3.25 seconds to 0.95 seconds, bringing 95% of responses under a second.

In the first full summer after launch, the homepage saw 68% more views and 81% more engaged minutes year over year. Those July–August 2025 figures compared with 11% growth in views across the site.

ADWEEK

Super Bowl live blog.

Keeping readers close to the action on one of ADWEEK’s biggest nights.

Live-blog cards wave as updates arrive and the timeline pulses
Live-blog motion recorded during development, using sample text.
Views vs. last year
+95%Super Bowl LX live blog vs. LIX.
Readers vs. last year
+128%
Engaged time vs. site average
1.56×Site average1.00×Live blog1.56×

The project

For an advertising publication, the Super Bowl is the biggest night of the year. The ads are the story, and readers want the reaction as it happens.

The live blog brings the newsroom’s reactions and coverage into a single running feed as the game unfolds, so readers can stay on one page for the whole night.

My part

I helped build the live blog and its homepage widget for ADWEEK’s Super Bowl 2026 coverage. The widget brought readers into the feed as the newsroom posted updates. We shipped on a deadline that kickoff doesn’t move.

I wanted new coverage to feel like an arrival. My work included a wave through the update cards and a pulse along the timeline, giving readers a small visual cue to what had just changed.

Across 26 newsroom updates, the live blog gave readers a reason to keep coming back. It recorded 95% more views and 128% more readers than the previous year’s live blog, with engaged time at 1.56 times the site average.

ADWEEK

ADWEEK × EDO.

Giving Super Bowl ad rankings a clearer home—and addressing the bug that had taken the site down.

EDO Outcome Score
  1. #1ai.com910
  2. #2Universal Pictures909
  3. #3Lay’s707
  4. #4Netflix569
  5. #5Dunkin’497
EDO’s top five Super Bowl LX ads by Outcome Score, in the style of the gauges on ADWEEK’s EDO page. Bars are scaled to the top score.
Engaged time vs. site average
1.8×Site average1.0×EDO page1.8×

The project

Every Super Bowl ad gets judged the morning after. EDO’s TV Outcomes rankings add data to that conversation, measuring which spots actually drove consumer engagement.

The year before I took over, scrolling the page could trigger thousands of video requests from a single visitor. A React bug was causing the component to re-render on every scroll. With a Super Bowl audience, those repeated requests were enough to take the site down.

My part

I started with the rendering bug behind that request flood, then made sure the page could reuse work it had already done. That meant caching both the generated markup and the data coming from EDO.

PHP generates the markup used by the React component, so I cached that output on the server. I also cached the file fetched from EDO’s partner API. Together, those changes let requests share the prepared markup and partner data instead of rebuilding and fetching them each time.

With that foundation in place, I redesigned the rankings page for Super Bowl 2026 and connected it to the wider coverage through the Super Bowl hub. Readers spent 1.8 times as long on the page as the site average.

Notes.

Things I’ve learned, and a few thoughts along the way.

No notes here yet.

Coming soon.
Probably after some coffee.

Let's make ideas bloom.

[email protected]

Where roots grow deep