Building Legacies Through Visionary Leadership
João Paulo Morello
SOCIO PATRIMONIAL (Founding Partner) “Socio Fundador”,
L. COELHO E J. MORELLO ADVOGADOS
Building Legacies Through Visionary Leadership
João Paulo Morello
SOCIO PATRIMONIAL (Founding Partner) “Socio Fundador”,
L. COELHO E J. MORELLO ADVOGADOS
João Paulo Morello - Visionary Global Corporate Leaders to Watch in 2025
Entertainment projects were moving faster than the law could keep up. Contracts were often verbal, rights were unclear, and producers, artists, and investors faced constant legal uncertainty. João Paulo Morello saw these gaps not just as obstacles but as opportunities to create clarity and structure in a sector that desperately needed it. Over the course of more than three decades, he has built Coelho e Morello Advogados Associados from the ground up, guiding clients through complex challenges in corporate, intellectual property, and entertainment law. His expertise spans advising top artists and producers, as well as shaping regulatory frameworks alongside bodies such as ANCINE and APRO. Beyond his legal acumen, João is known for mentoring the next generation of lawyers and instilling a culture of rigour and strategic thinking. In an exclusive conversation with TradeFlock, he shared more about the principles that continue to guide his firm and influence the industry today
What inspired you to start your own law firm, and how has that shaped your approach to practice?
Since my university days, when I was still an intern, I dreamed of having my own law firm. I have always been driven by an entrepreneurial vision. I never had an interest in pursuing a public career, like becoming a judge or prosecutor. What inspired me were the experiences I had while working at various law firms, where I handled a wide range of legal cases. Early on, I realised I was more drawn to corporate practice, which guided my focus and led me to specialise in key areas of legal expertise. My professional journey has been shaped by the opportunities I encountered. A major milestone in my career was my work in entertainment law, particularly in the audiovisual sector. I began by assisting a friend’s company on a pro bono basis. This eventually led to engagements with the employers’ union of film producers and the national association of producers, both of which are highly influential. That experience not only helped me build a network but also provided me with a specialisation that opened doors to new clients and opportunities. At the same time, I devoted significant effort to studying labour, tax, and corporate law, which allowed me to expand my corporate practice and offer comprehensive legal solutions.
Can you share an initiative at your firm that you are particularly proud of?
One initiative I am especially proud of is my work in the audiovisual sector, which was largely unregulated when I started. Contracts were mostly verbal, and there was no solid legal framework. I began collaborating with government bodies to establish a legal framework, contributing to the development of regulatory standards in the industry. This experience provided me with both national and international expertise, enabling me to share my knowledge through lectures, books, and articles published in Brazil and abroad. I take pride in helping structure a sector that previously lacked regulation and in playing a role in training the next generation of legal professionals. “I am proud to have helped structure a sector that was previously unregulated and to have played an important role in training the next generation of legal professionals
What setback taught you the most, and how did it shape your leadership?
The most defining setback was not personal but national in scope. During the presidency of Fernando Collor (the first President elected after the re-democratization in 1990), the government froze citizens’ bank accounts in response to the economic crisis, allowing only about US$10,000 per person regardless of individual circumstances. I had just graduated, and thousands of people sought judicial intervention to access their own money. This was actually the first income I earned through legal action. The experience was challenging, given the context, but it taught me the importance of perseverance and the necessity of being prepared to act decisively in critical moments. It also strengthened my determination to build my own firm and pursue an independent career.
Which regulatory challenges do you see as the most difficult, and how do you guide your firm and clients through them?
We live in a time of rapid transformation. Technology and artificial intelligence are transforming industries, and information is spreading at an unprecedented rate. I believe the greatest challenge for lawyers today is maintaining depth and understanding. The new generations have access to vast amounts of information, but often it is superficial. At my firm, I emphasise that while technology and rapid responses are essential, continuous study and thorough comprehension remain fundamental. Law requires a solid foundation of knowledge, and the speed of information cannot carry us away without grasping its depth and significance.
How do you mentor young lawyers and partners, and what qualities do you emphasise?
Mentoring young lawyers is something I take
very seriously. I focus on cultivating deep legal
knowledge, which I consider the bedrock of good
practice. I also emphasise the importance of
delivering prompt, well-researched, and wellreasoned advice to clients.
Creativity and courage in decision-making
are equally important. One must be bold but
always grounded in study and sound reasoning.
Ultimately, I emphasise the importance of clear
and effective communication, especially in
writing. Law is a profession built on language,
and the ability to articulate ideas concisely and
assertively is what distinguishes great lawyers.
Mastering the written word is not just a skill but
a legacy we pass on through our work.
