Hello there.
I'm Lucas.
Blending strategic planning with creative execution, I dive deep into the cultures of both brands and their consumers to craft campaigns that are not only impactful but also resonate on a deeper level.
I strongly believe that blending serious strategy with a hefty dose of fun is the secret sauce to marketing magic.
Recently, I embraced the role of Creative Director at BoysDoCry, where I've been developing creative concepts, strategies, and productions for clients like Netflix, Amazon Prime Video, and Spotify.
Previously, as Head of Creativity at Will Bank, I managed a creative team that developed and launched its brand and its communication fronts, taking it into the social stratosphere—achieving viral fame with a spot in the 2022 TikTok Ad Awards finals. Yes, we made banking cool!
I'm all about creative writing, innovative product development, and pushing the digital marketing envelope, all while making sure we’re having a blast doing it.
Off the clock, you’ll find me immersed in pop and digital culture, drawing inspiration from the latest gallery exhibit or an unexpected street art discovery.
If you’re all about working hard, having fun, and creating something truly spectacular, we’ll get along just fine.
Let’s connect, share some laughs, and maybe, just maybe, change the world together. Reach out and let the fun begin!
Experience
May 2023 - Mar 2024
Creative Director at Boys Do Cry
At Boys Do Cry, I had the fantastic chance to play with big ideas for even bigger names like Netflix, Spotify, and Amazon Prime Video. My job was mixing fun, strategy, and production to cook up campaigns tailored to the vibrant and diverse Brazilian audience. We didn’t just push the envelope—we filled it with colorful, engaging stories that resonated deeply with local tastes and traditions. Whether it was turning up the volume at Spotify or adding more binge-worthy zest to Netflix, our goal was always to make marketing feel like a match for the Brazilian beat!
Feb 2020 - Feb 2023
Head of Creativity at
Will Bank
will is probably the bank that comes closest to what we can call a friend. It was the first digital bank in Brazil to speak on equal terms with its customers, offering products and services with all the care and information that people deserve.
Take a look at what I did there:
-Participated in the development and launch of the Willbank brand and its communication fronts.
-Branding and creative standards: developing and implementing brand fundamentals such as persona, tone of voice, and visuals to ensure consistency and quality of communication.
-Managing a creative team and developing processes with designers, copywriters, videomakers, planners, and other professionals to deliver creative solutions for business problems from initial briefing to final product delivery.
-Providing creative direction by guiding the team and offering constructive feedback on their work.
-Acting creatively in different business areas, responsible for CRM communication, acquisition, branding, and social media, among others.
-Collaborating with other company areas such as product and legal to develop creative strategies that meet business needs.
-Staying up-to-date on market trends: my team not only worked closely with the research department but also developed our own mechanism for staying up-to-date on the latest creative trends and technologies that could be applied to the business.
-Defining and managing the creative team's budget.
-Led leadership meetings by presenting creative ideas and the team's impact, providing insights and guidance on the potential of creativity in business.
-Built relationships with internal clients to understand their needs and develop creative solutions.
-Recognition: We were finalists in the TikTok Ad Awards 2022 with the most engaged brand challenge on the platform.
Nov 2017 - Feb 2020
Branded Content Strategist and Creative Copywriter at
Pernod Ricard
Absolut, Chivas, Jameson, and Beefeater are some of the global brands I was responsible for creating and developing content and communication strategies for at Pernod Ricard Brazil. But it wasn't just that, it also included researching, writing, and editing content and advertising for various channels such as brand social media, blogs, emails, print and digital materials, events, points of sale, and partners.
We formed an in-house creative nucleus that developed integrated creative campaigns from start to finish, such as the launch of Absolut Extrakt and Beefeater Pink, as well as iconic campaigns in collaboration with other teams like Absolut #ArteResiste and #AmorResiste, which had a high impact in bringing disruptive themes to the center of the conversation.
I also managed the creation, execution, and monitoring of content with creators and influencers in various immersive experiences with the brands, such as the Beefeater Secret Garden, Absolut.lab, Jamerson Backyard, Chivas Venture, among several others. To do so, I was constantly connected with marketing and content trends, and always attentive to changes in advertising, privacy, and algorithm policies of digital platforms.
My day-to-day ran parallel to brand managers to understand their business objectives and develop content solutions that meet them. I also supervised and guided other content team members, including writers, editors, and graphic designers, to ensure the quality and consistency of the produced content. Finally, I had the opportunity to participate in events and training abroad, creating even more connections with the brands and the company's culture.