Abra-ka-brush is an educational concept that blends behavioural science, storytelling, emotion, and simple magic techniques to make learning more engaging, memorable, and easier to translate into everyday action. Rather than treating education as the mere delivery of information, Abra-ka-brush designs experiences that use surprise, participation, and meaning to strengthen attention, deepen memory, and support behaviour change. It helps children, families, students, professionals, and organisations connect more deeply with what they learn and apply it more consistently in everyday life.

At its core, Abra-ka-brush uses magic not solely for entertainment but as a structured educational tool: a way to create emotionally significant moments that enhance learning, motivation, recall, and action. Founded by Mario and Afonso, Abra-ka-brush designs workshops, talks, and educational experiences that integrate magic, neuroscience, and behaviour change to transform how people learn, communicate, and build meaningful habits, in health, education, and beyond.