During his Ph.D. in Service Design from the Oslo School of Architecture and Design (concluded in 2017) he developed an approach that bridges Service Design and Branding facilitating the development of brand-aligned interactions - what he calls Service Branding. Core to the Service Branding concept is the idea that the customer's experience with the brand emerges from their experiences during the service interactions, and as such, it is essential to design the service with the Brand Experience Proposition in mind. Furthermore, his research interests also include Design for Service Experience and Experience Innovation. During his career, Motta-Filho has extensively collaborated with industry, and has presented his work in Brazil, Norway, USA, and UK.