Hello there.
I'm Lucas.
I’m a Creative Director and Strategist who works where culture and creativity meet strategy and research.
I’m into ideas that don’t just look good on a deck, they have to hit, connect with people, and make sense for the brand and the moment.
My process always starts by diving deep into audience culture and the brand’s DNA to create work that’s relevant, memorable, and, ideally, impossible to ignore.
Over the years, I’ve led campaigns and experiences for Netflix, Spotify, Amazon Prime Video, O Boticário, and more, from large-scale launches to sharp, culturally-charged activations. I’ve built brands and narratives from scratch, led multidisciplinary teams, and turned insights into ideas that work in the real world.
I believe the right mix of serious strategy, a bit of fun, and just the right amount of boldness is what makes the magic happen, creating work people remember and want to share.
Off the clock, I’m usually into pop culture, music, technology and art, keeping an eye on whatever’s nice to watch or about to become the next thing.
Experience
Apr 2024 - Mar 2025
Creative Director at Sharp Inteligência Cultural
Led the creative team and co-led creative strategy for brands including Shark Beauty, AMBEV, GOL/Smiles, Budweiser, and Grupo Boticário — delivering culturally relevant campaigns and experiences. Highlights include Shark Beauty x Misci, A Arte da Perfumaria (O Boticário), Budweiser activations at Lollapalooza and Tomorrowland (Brazil, Belgium, and Chicago), and the Ambev x LAB77 collab.
May 2023 - Mar 2024
Creative Director at Boys Do Cry
At Boys Do Cry, I led creative concepts, strategy, and production for global giants like Netflix, Spotify, and Amazon Prime Video — crafting campaigns designed to connect with Brazil’s vibrant and diverse culture. My role was to blend insight-driven strategy with bold, culturally relevant ideas, turning marketing into experiences that felt tailor-made for Brazilian audiences. From amplifying Spotify’s presence to adding fresh energy to Netflix titles, every project was about creating stories that entertained, resonated, and sparked conversation.
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.
