🖖 hi, my name is Lucas Zaiden.

Welcome!

Reach out

here

( hit ⌘+return to enter fullscreen ) ↪ light modeshort mobile version

I’m currently

CD at R/GA

18 years

of experience

Lucas who?

But I’m not really good at talking about myself, so I’ll cheat and quote a friend whom I believe summed it up nicely:

“Lucas helps good ideas find creatives, and vice versa” —friend

I know you’re tired of decks, still I think this will be a friendlier one. Running short on time? My .pdf resume is here.

First things first, nice to e-meet you.

I like to think my professional purpose is to give aesthetic, scale and a story to ideas, so I’m glad you’re taking the time to review my work. Here you’ll find a selection of what I most enjoyed making, thinking, and collaborating over the past decades as a multidisciplinary creative, manager or consultant.

Welcome!

I’m currently

CD at R/GA

Quickly jump to:

Summary

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One Show Silver Interactive

One Show 4x Merit Interactive

One Show #4 Most Awarded Creative, (Russia 2013)

ADC Gold Cyber

ADC Silver Interactive

ADC Shortlist Cyber

Clio Bronze Innovative

Lürzers Archive #1 World's Art Director

Lürzers Archive 15x Campaigns Selected

Effie Awards Silver

Epica Gold Outdoor

Epica Bronze Interactive

MixxAwards Gold interactive

Eurobest Bronze Interactive

Eurobest Shortlist Interactive

Eurobest Shortlist Outdoor

Red Apple Shortlist TV & Cinema

Red Apple Shortlist Media

Red Apple Shortlist Promo

Red Apple Shortlist Press

Red Apple Shortlist Gaming

Golden Award Finalist Cyber

Proxy Awards Silver Cyber

Idea! Gold Online

Idea! Silver Promo

Idea! Silver Press

Idea! Silver Media

Kiaf Gold Interactive

Kiaf Silver Press
Ad Stars Crystal Interactive

Ad Stars Crystal Media

White Square Gold Interactive

White Square Silver Innovation

Eurobest Shortlist Print

Golden Drum Gold Press

Golden Drum Silver Press

Golden Drum Silver Interactive

Golden Drum 2x Shortlist Interactive

Golden Drum Silver Outdoor

Golden Drum Shortlist Media

Golden Drum Shortlist Direct

El Sol Bronze Cyber

El Sol Shortlist Outdoor

Cdec In Book Interactive

Web Awards Small Business Standard

Of Excellence

Red Apple Gold Interactive

Red Apple Silver Interactive

Red Apple 4x Shortlist Interactive

Red Apple Silver Brand Awareness

🍪 Awards

Cannes Lions 2x Silver Outdoor

Cannes Lions Bronze Outdoor

Cannes Lions Shortlist Outdoor

Cannes Lions Bronze Cyber

Cannes Lions Young Lion, Cyber

Cannes Lions Bronze Promo

Cannes Lions Shortlist Promo

Cannes Lions Silver Direct

Cannes Lions Bronze Media

Cannes Lions Bronze Press

Cannes Lions 2x Shortlist Design

London Gold Design

London Silver Ambient

FWA 2x Nominee Sotd

One Show Gold Interactive

Honors & Awards

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Ace Awards 2x Finalist

Colunistas São Paulo Grand Prix

Colunistas Brasil 4x Gold

Colunistas Brasília Professional Of The Year (2016)

Colunistas Brasília Art Director Of The Year (2008)

Colunistas Brasília Most Awarded Art Director

Colunistas Brasília 3x Grand Prix

Colunistas Brasília 14x Gold

Colunistas Brasília 14x Silver

Colunistas Brasília 7x Bronze

Gramado Silver Shortlist

Gramado 5x Shortlist Press

Golden App 1st Place Gaming

Akar - "Black Hat"

Mgimo - "Lions"

Alfabank - "Lions"

Lg - "Lions"

Nutricia - "3 Things"

Unilever - "Jesus Christ!"

Mgimo - "Us Vs. Justin Bieber"

Unilever - "Forward Thinking"

Creative Club, Nigeria - 2014

Creative Club, Nigeria - 2013

Creative Club, Nigeria - 2012

Creative Club, Nigeria - 2011

Unb - "Affordable Relevance!"

Iesb - "Affordable Relevance!"

Unieuro - "Affordable Relevance!"

Puc - "Affordable Relevance"

👨‍⚖️ Judge at

Executive Member Of The International Academy Of Digital Arts And Sciences

Webby Awards

Lürzers Archive

Caples Awards

Tagline Awards

International Red Apple Festival

University Of Oxford - Brazilian Society

APA Los Angeles

🎤 Talks

TEDx - “The Dna Of Daring People”
International Red Apple Festival -

"Black Hat"

Mgimo - "Black Hat"

White Square Bronze Media

Best Ads On TV Top 5 Global Creatives

Golden Hammer Shortlist Interactive

Golden Hammer Shortlist Media

Caples Silver Microsite

Caples Shortlist Digital Content

Lusófonos Awards Bronze Direct Marketing

Cresta Awards Bronze Direct Marketing

Cresta Awards Finalist Promotions & Incentives

Inspirational Awards Nominated

Festival De La Publicidad Independiente Silver Direct Marketing

Meio&Mensagem "The Best Of Centro-Oeste"

Prêmio Renato Castelo Branco

Ace Awards Winner (Short Video)

Honors & Awards

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Honors & Awards

work

Let’s get to the

Palo Alto Networks

Business &

Imagination

The story

Palo Alto Networks

Business & Imagination

🧠 Brand Transformation

What would you do

if you weren’t afraid?

That’s the question we asked potential clients of Palo Alto Networks, the world’s leading cybersecurity company.

We wanted to reposition PAN as a brand that focuses on what can be achieved when enterprises are secured, through human lenses, versus focusing on threats and attacks on a functional level.

That’s what most competitors do. As a brand with low awareness—despite being #1—becoming wallpaper wasn’t an option. So we developed a timeline with brand platforms, events, creative and activations that helped PAN own the human side of the story. We kicked off with a 360º campaign and a broadcast film, being one of the first brands to

address Covid-19 and remote working

at the very beginning of the pandemic.

Then, we dialed up even more the human tone and launched an evolved platform at IGNITE, one of the industry’s most relevant events.

So far, the program generated over half

a billion impressions.

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Palo Alto Networks

Business & Imagination

🧠 Brand Transformation

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Free to Imagine

We stood up for every company and person who wants to innovate but somehow let fear get in the way.

To dramatize the critical role that these cybersecurity experts play, we opted not to focus on the usual story that they are protectors against threats and dangers, but rather through the words of a real poem written by a 10-year-old girl, highlighting what you can do when you allow yourself to imagine, standing out in a fear-based and often too rational category.

The story

AS SEEN ON

Palo Alto Networks

Business & Imagination

🧠 Brand Transformation

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Securing the Remote Workforce

When the world was suddenly forced to shift to working remote cybersecurity became more relevant than ever. As kitchens became offices and commutes shifted from roadways to hallways, businesses had to provide secure access to employees overnight. As the global leader in Cybersecurity, Palo Alto Networks saw a chance to become the enablers and protectors of that transformation.​

(I did a cameo in this film - if you guess where, I could Venmo you $1)

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“The creative goes beyond

the ‘we are in this together’ sentiment reflected in so many Covid-19 campaigns”

—The Media Post

Hot off the press

Palo Alto Networks

Business & Imagination

🧠 Brand Transformation

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Customer Stories: Caesars Entertainment

Based on the concept that digital connections are human connections, we created an anthemic spot and stories that demonstrated how PAN actually helps companies shift to remote working securely, humanizing the brand and introducing a positive tone to cybersecurity.

In 3 weeks we created, produced and launched Palo Alto Network's first 360 campaign with all team members, clients, and production partners working from home.

Palo Alto Networks

Business & Imagination

🧠 Brand Transformation

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Customer Stories: Flex

Customer Stories: Schlumberger

What?Watch

Time Tells Stories

The story

What?Watch

Time Tells Stories

⌚ Product

This watch tells time. (and life moments)

In 2013 the Russian-based consultancy firm, 42 agency, hired me as a Creative Director to lead a pitch for What?Watch, a brand focused on rethinking traditional timekeeping, to reimagine the watch.

I was responsible for sourcing and managing product designers around the world to package and pitch 5 ideas.

The winning concept was created by hired artist Masashi Kawamura (stop feature) and 42 agency (social interactivity and design patterns).

The watch has a ‘stop’ feature that highlights a particular moment in your life. It is a brand new way to keep track of special moments, and to view time in

moments rather than in hours and minutes. By adding a Moment, you begin a digital timeline animated through photos.

It’s a personal network that allows you to share what matters with the people who count.

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Social & Design Patterns

You can create your own pattern of moments by pressing the button each time to imprint a memory.

The top image is the first sketch I did to present the patterns concept. Initially, you would ‘freeze’ digital needles from different colors and track them online.

The bottom image is the final design produced by Masashi Kawamura.

42 was involved in the initial concept, but not in the final design production, execution or Kickstarter campaign.

What?Watch

Time Tells Stories

⌚ Product

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Connected

The moments from the watch are time stamped and synced with the What?Now app.

The precise timestamp can be paired with photos and descriptions of the memory to provide an enhanced platform for reflection that preserves the connection to the moment in time, and allows you to remember it always.

What?Watch

Time Tells Stories

⌚ Product

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Final Product

For reference, these are some of the assets that were part of the final distribution campaign and product, created and executed post our engagement, by the What?Watch team and its partners.

What?Watch

Time Tells Stories

⌚ Product

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“What?Watch Encourages Sharing Life’s Meaningful Moments with a Stylish, Social-Focused Smartwatch”

—Trust Collective

Hot off the press

ABRACE

Chemo Scarf

Stories

The story

Abrace is one of Brazil's biggest NGOs treating children with cancer. In 2016 they completed 30 years and asked for help to develop an activation that would celebrate the date, raise donations and show every kid fighting cancer that a win is possible and a better life is within reach.

Cancer is an autoimmune disease developed by our own bodies. And, paradoxically, our own body plays a key role in the cure process: a positive mindset is proven to play a key role during the treatment as your body physically responds to any mental stimulation.

So we figured a way to bring positivity to the patient’s heads, literally.

Chemo Scarf Stories is a movement where winners (ex-patients) were invited to write down their positive stories in personalized scarves and pass them on to current patients. We collected hundreds of stories from ex-patients through our Facebook page and invited them to handwrite the stories on a blank scarf, in person. They were then illustrated with elements representing key parts of each story.

The illustrators and photographer of the campaign were also ex-patients.

Today: The scarves became part of the treatment for kids in several hospitals, including HCB - Brasília's Children Hospital.

Abrace is recognized as a top-of-mind NGO that treats kids with cancer in Brasilia, and #5 in Brazil.

We collected hundreds of stories and the project got massive national coverage with an estimated earned PR of $200,000 allowing us to raise almost 500% in donations compared to the previous year, in 2 weeks.

Donors got in touch to buy the scarves.

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ABRACE

Chemo Scarf Stories

🎡 Integrated Campaign

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Everything is handmade and colorful, just like every positive story written.

We used social media to collect the stories, an event to launch the campaign, a website to promote all the stories and the project itself, and built a pop up museum.

Exhibition points were installed where people could purchase a story, passing a chemo scarf forward. The purchase was also available via website, where users could scroll through all the stories and learn more about the patients behind them.

ABRACE

Chemo Scarf Stories

🎡 Integrated Campaign

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“An emotional campaign promises to help children in their fight against cancer”

—Rede Globo

Hot off the press

NARS

Infidelity

The story

Being unfaithful

has its rewards.

NARS, the provocative makeup brand, wanted more customer data.

They asked us for a loyalty program. The thing is, beauty consumers are loyal to products, not brands. So we didn’t give them a loyalty program. We gave them a disloyalty program.

Infidelity is the first loyalty program that rewards people for buying any cosmetic brand.

By knowing what they bought, we encouraged a “ménage à trois”.

Because if our customers can cheat,

why can’t we?

“I don’t have the rules, just have fun! You can’t go wrong with makeup. And if you do, wash it off and try something else. Life is short and you should enjoy it.”

—François Nars

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NARS

Infidelity

🤝 CRM

NARS

Infidelity

🤝 CRM

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Double trouble

Competitors’ gift cards were worth double if customers cheated and used them at the NARS flagship store or at the official website.

x2

x2

x2

PayPal

To be defined

The story

PayPal

To be defined

🚀 Business Amplification

When life gives you lemons, PayPal.

This sentence might not make a lot of sense, but after we were all forced into lockdown due to a global pandemic, few things did. Businesses were preparing for the worse.

At RAPP, all eyes were on how we could protect and maintain our existing client base in the early days of the pandemic.

That’s when we got a phone call from the UK: an opportunity to grow an existing client into the US footprint, PayPal. We started with a couple projects, and grew the relationship, work, and the results.

PayPal’s biggest product launch awarded to us, and 500+ personalized creative assets were created in 2020 alone.

Leading this account from birth, across 20+ briefs and having met at least 30 amazing clients, I can only think this is already a success story for RAPP.

It will be my pleasure to give you a high level walkthrough on 4 of our projects, and hoping it is just the start. The rest,

is to be defined.

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PayPal

To be defined

🚀 Business Amplification

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The visual style

RAPP UK designers developed an illustration structure originally called “snowball”, a playful system that taps into the exploration, discovery, and flexibility of the PayPal brand.

And like the iconic PayPal button shape, it’s built upon a careful balance of line and curve.

This is the official style we’ve scaled to almost every campaign we developed for PayPal within the US footprint and markets.

PayPal

To be defined

🚀 Business Amplification

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PayPal Crypto “Crypto for the people”

PayPal

To be defined

🚀 Business Amplification

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PayPal Crypto

Data told us that buying, holding, and selling cryptocurrency was part of a highly niche product set, unattainable to most. So we helped all the 'crypto-curious' digital natives who wanted to dip their toe in the cryptocurrency water without being a tech geek or investment guru.​

And so the "Crypto for the People" platform was born. We built a high reach, high frequency campaign across multiple channels and touchpoints, democratizing and demystifying cryptocurrency. ​

PayPal

To be defined

🚀 Business Amplification

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PayPal QRC “Pay Touch-Free”

PayPal

To be defined

🚀 Business Amplification

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PayPal QRC

PayPal launched a new payment method that allows customers to pay by scanning a QR code, entirely contactless, so safety for customers and merchants was a key campaign message. The first phase of the campaign, our most robust one yet, specifically targeted micro-SMBs.

Hundreds of personalized assets were created for this campaign.

We targeted casual sellers, micro SMBs, customers and enterprises.

PayPal

To be defined

🚀 Business Amplification

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PayPal QRC

In a wider context, this innovation will play a small part in giving customers the confidence to come back to sellers’ businesses and help communities up and down America recover from recent hard times.

That’s why we were also asked to edit a few customer stories and turn them into short stories (60”, 30” and 15”) to highlight how small businesses are creatively using QRC.

PayPal

To be defined

🚀 Business Amplification

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PayPal Key “Yes, You Can”

PayPal

To be defined

🚀 Business Amplification

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PayPal Key

As Covid-19 impacted behaviours, the majority of customers using browser auto-saved cards spend shifting to Amazon, where PayPal isn't accepted. The PayPal button has a huge equity: when visible, users know they can checkout easily. Problem is when they don’t, PayPal

is often forgotten.

We had to convince our customers to create a PayPal Key and use it to shop on sites even without a PayPal button, by saying ‘yes’ to checking out with the brand they trust.

PayPal

To be defined

🚀 Business Amplification

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PayPal Pay in 4 “Enjoy now, pay later”

PayPal

To be defined

🚀 Business Amplification

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PayPal Pay in 4

Young digital natives in the US don't necessarily have access to traditional sources of credit and are wary of (or had enough of) paying high interest rates.​

Enjoy now, Pay later​: we showed customers that with Pay, they can get what they need for comfort now and pay later, interest-free. It was a nuanced, personalized campaign that seamlessly took customers along the entire journey, educating and converting with creative tailored to their shopping interests and needs.​

UiPath

Meet Ulysses

The story

UiPath

Meet Ulysses

🎬 Film

A unique recruiter got the job done.

UiPath is a unicorn — a fast-growing tech company valued at over $1 billion.

To support that growth, they needed candidates with top-notch skills and

a deep knowledge of the space. Those candidates are unicorns in their own right and won’t take a job just anywhere.

Lucky for us, UiPath doesn’t have to

depend on perks to draw people in.

For them, it’s all about the culture.

With this in mind, we knew that the only way to break through and help a tech unicorn find their unicorn was... an actual unicorn.

Enter Ulysses, the Unimpressed Unicorn.

A puppet job-seeker with attitude. We brought Ulysses in to UiPath to ask real employees tough, snarky questions designed to show candidates what UiPath stands for directly from the people whose opinion matters most.

After our video premiered, candidate inquiries on the website rose by 71%.

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“It felt like riding a unicorn without a saddle through a Basquiat painting: fun, mad, and incredibly impactful.”

—Rafael Marcus, Head of Employer Branding, UiPath, on working with RAPP

Hot off the press

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Do you know why robots are here?

While working at the recruitment campaign, we also had a colossal mountain to climb in the form of reshaping people’s perception and sensitiveness around AI and robots.

We entered UiPath’s headquarters

to tell the true story behind automation: robots exist to free us to think, strategize, push the boundaries of innovation. They are not a threat, they are a tool we can use to raise the bar of creativity and, ultimately, productivity.

UiPath

Meet Ulysses

🎬 Film

Ministry of Sport

#ShoutForPeace

The story

Ministry of Sport

#ShoutForPeace

🎪 Event & Activation

On-field rivals,

off-field allies.

2014 marked the most violent year ever for soccer. Hooligans have taken over a place that was once fun, entertaining, and safe. We needed to put an end to this with a loud message.

We kicked off the initiative during the most classic (and violent) match, where one of the teams offered something

unexpected: if one team’s fan agreed to sit next to an opposite team’s fan, he would get the ticket for free.

Our activation happened at a moment where the rivalry is often through the charts: the anthem. Only this time, they were using the same T-shirt, shouting a single message on live television.

We got both teams onboard, switching their well-known rival colors to a white T-shirt with our campaign motto, #GritodePaz, to shout for peace during the anthem.

We got coverage from all the major TV networks for weeks, which helped the government push safety policies.

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Sign the pledge with your voice

We also created an online petition against violence in stadiums. But instead of ink on paper, fans signed using their own voices: the sound waves captured by each individual shout became a pledge to end violence.

The first shout for peace came from the Minister of Sport himself. Later on, leaders of the biggest fan clubs in Brazil also signed their shouts. Thousands of signatures were collected, while measures to ensure safety at the stadiums were created.

Ministry of Sport

#ShoutForPeace

🎪 Event & Activation

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Ministry of Sport

#ShoutForPeace

🎪 Event & Activation

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Ministry of Sport

#ShoutForPeace

🎪 Event & Activation

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“I hope that the fans stay united. Maybe we’ve just

set the first great example for all of us.”

—Luiz Felipe Scolari, former Head Coach of the Brazil national team

Hot off the press

Durex

.luv

The story

Durex

.luv

📱 Application

The video file format that won’t go viral.

2013 was a record year for leaked sex tapes. We saw this as an opportunity to make Durex’s big launch in Russia with a new platform, “Love Sex”, by proving that Durex could bring protection not only to sex but also to those who love filming it.

So we created a special video-making

app with a file format that is limited to two mobiles only and cannot be shared: “.luv”.

It gets encrypted in the App's library guaranteeing the couple’s privacy:

1. ‘Bump to connect’ limits the shared library to only those two devices.

2. Add filters, personal soundtracks, and locations to each sex tape.

3. Secure: if one phone plays the video, the other gets notified. If the camera detects a second face watching, the video shuts down. They can both delete the file forever, making it unavailable for both phones.

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Burger King

Whopper Face

The story

Burger King

Whopper Face

💈 Innovative Media

A hidden camera,

and a wrapper.

Burger King’s best-selling product is the Whopper. No doubt.

Almost everyone on the globe has eaten one of their giant burgers. Double it, triple it, bacon-ize it, you can compose your burger as you want.

Burger King took the "Have it Your Way" tagline to new heights and presented diners with a "customized" surprise:

When customers ordered Whopper burgers, they had their picture taken without noticing it. They then got their made-to-order burgers with their faces on the wrappers.

That way, Burger King reinforced their ‘Have it your way’ positioning, proving that each sandwich is made to order, especially for the customer.

One laptop, one hidden camera, one printer. That’s all we needed to prove it.

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“Have it Your Way reaches

a whole new level in this Brazilian BK stunt.”

—AdAge

Hot off the press

Jeep

Global 70th

Anniversary

The story

Jeep

Global 70th Anniversary

🎡 Integrated Campaign

When does a car become an icon?

This is the concept we developed and launched worldwide for Jeep. Thus creating a clearly recognizable and meaningful symbol based on the image of the particular unique patented grille of the Jeep seven-composed lines and round headlamps. This symbol, which was present throughout this campaign served as a thread and was part of the

work done for the 70th anniversary of the brand in 2011.

The campaign is entitled "Jeep Icon" kicked off with TV spots, graphic pieces for newspapers, magazines and outdoor, T-shirts, and digital. The spot was shot in Hungary and Montenegro. Specifically, this film speaks about the meaning of

the name, the pride of owning something unique that defines you and no one else can have, which is what makes you unique.

The campaign was aired in more than 85 countries and had TV executions, print, and special activations.

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Icon, 60”

Name, 60”

Jeep

Global 70th Anniversary

🎡 Integrated Campaign

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70 posters

To rescue the Jeep values and bring them back in a more youthful and modern way, we developed, in parallel with the campaign, a series of dealership posters that interpreted the Jeep Icon in a more contemporary and joyful way, changing the look of those old fashioned dealerships into something more aligned with what the brand stands for today.

Jeep

Global 70th Anniversary

🎡 Integrated Campaign

Hot Wheels

VrumApp

The story

Hot Wheels

VrumApp

⌚ Product

The intersection between pixels & IRL

There’s a real issue with passive playing with kids nowadays. Before, we had to come up with the sounds, noises, stories, villains, heroes, escape routes, etc. It wasn't just about pressing a button and seeing things happen. We were in control. Even though devices can carry tons of games, something is missing from physical toys that we can’t

find in any app: imagination. Instead of pointless nostalgia, we wanted to make it possible for 2014's kids to have the best from both worlds: the incredible experience that only apps can give, while also giving them back the power to use imagination. Our app turned their phones into Hot Wheels cars: they could choose a skin, record sounds (horn,

brake, acceleration, gear shifts) and while playing, the app would use the gyroscope and accelerometer to provide a 6-axis motion sensing with precise sound feedback depending on any move the kid does. VrumApp is an application that turns mobile into a real racing experience, with a special feature: it's 100% imagination-driven.

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Jeep Wrangler

See the Unseen

Jeep Wrangler

See the Unseen

🎡 Integrated Campaign

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From single to multi-channel

Back in 2011 we were tasked with coming up with the creative strategy for the new Jeep Wrangler campaign launch.

It all started with a print ad, but we quickly saw opportunities throughout the year and went a bit further, developing with the Jeep team specific digital tactical activations focusing on key car features, dealers' hot promos, and many other data-driven briefs.

Jeep Wrangler

See the Unseen

🎡 Integrated Campaign

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Jeep Puzzle

Jeep Wrangler

See the Unseen

🎡 Integrated Campaign

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Drive Your Track

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“Leo Burnett’s Jeep Puzzle

is a revolutionary idea that turned a microblogging platform into a playground.”

—Ogilvy

Hot off the press

Greenpeace

EcoCard

The story

Greenpeace

EcoCard

💈 Innovative Media

A subway-friendly business card.

Air pollution is perhaps the most fundamental issue that we all fight against.

At Greenpeace, every Campaign

Director pushes their teams to strive

for real solutions to solve global issues, even with limited resources, assets,

and budget.

When they wondered what would be the simplest solution to motivate people to use public transportation instead of cars, the answer was simple: Business cards.

Through an initiative that turned a discardable piece of paper into a metro ticket, we found out that even business cards could become greener.

The EcoCard is the first-ever business card that works with the Moscow Metro System.

It can be used by simply touching it on the turnstile to go for free.

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Execution

There were three different levels of business cards depending on the job role, and who that representative would directly be in touch with.

A card with 60 tickets could potentially reduce that person’s carbon footprint up to 85 kg.

The one with 40 tickets, 57 kg.

28 kg for 20 tickets which compares to driving a car.

Greenpeace

EcoCard

💈 Innovative Media

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“Greenpeace business

cards will get you on the subway for free.”

—Creativity Online, Editor’s Pick

Hot off the press

Personal

DoReMi Frog

The story

Personal

DoReMi Frog™

👾 Game

Music for kids,

as easy as ABC.

In 2013, I and a few fellow programmers who were all into music decided to create an iPad game to help children develop their musical senses at an early stage.

DoReMi Frog is a fun free educational game for children from 4 years old who are taking their first steps into music.

Our research-based game play helps kids build a logical, acoustic and tactile relationship between the keys of the piano, the sounds they make, and the chord signs.

The plot: Frog Matthew needs help to find his friends to reform their band and play like in the good old times.

The music staff, like a bridge, is built from one bank to the other. The kid has to take the Frog to the opposite bank by pressing the notes on the piano keyboard.

This principle of interaction with notes, keys, and a character is unique for developmental applications.

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Go to archived website

The game has been developed by experts in child development, child psychology, music studies and game development.

Introduction to various wind, string and percussion instruments as well as progress statistics available for parents only.

No competitiveness or stress triggers leading to addiction nor irritation, there is no such thing as game over.

And, most importantly, no ads.

Personal

DoReMi Frog™

👾 Game

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Personal

DoReMi Frog™

👾 Game

Gameplay by grandma

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Personal

DoReMi Frog™

👾 Game

VR Stunt at Promo Launch

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“This game works both as

a source of joy for children and inspiration for their further development.”

—Lyubov Vorontsova, child Psychologist

Hot off the press

Friskies

help.cat

The story

Friskies

help.cat

🕹️ Interactive Tool

Cat memes that help locate lost cats.

Every day, thousands of cat pics make us laugh. But there’s one place, also full of cats, where there’s no fun at all: the streets.

Friskies thinks cats are awesome. They are daily invitations to a more vibrant world. That’s why we developed a platform where anyone could help cats.

Whenever a lost cat was spotted, people could simply use Instagram to take a picture and tag the nearest location using #friskieshelpcat.

Our engine fetched all those pics and display them in popular meme generator libraries. Every picture had a watermark and a link back to help.cat where users

could pinpoint the last known location.

Because cats are territorial animals, they stay within the same spot on a street for a long period of time. This factor made it easier for us to create a real-time accurate map with every lost kitten, helping authorities and volunteers to get them back to their owners.

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Personal

Look at Me

The story

Personal

Look at Me

✏️ Concept

To stop the iron fist, we raise our own.

“Ask a man what his greatest fear is about serving jail time, and he will almost inevitably say he fears being raped. What can we deduce from the fact that jail is to men what life is to so many women?” ―Soraya Chemaly

In a country that’s been devastated after a brutal violence against a teenager girl,

rape culture is again a trending topic.

But women abuse is far from being just an isolated event that happens where no one can see. In fact, a staggering 97% of women above 18 years old confirm they have already been a victim of any type of harassment in public transport in Brazil, says survey.

It’s proven that most women who end up in such situations are too scared to scream, ask for help or say anything.

This project is an attempt to help give them a discreet—yet powerful—voice and empower them to alert the abuse while asking for someone nearby to help: by using their fists to ask for help.

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Research shows that when one notices a woman is at risk and simply sits nearby or start talking, the abuser gets intimidated and stops.

So the idea is to create a wristband that’s black outside and pink inside. If the black side is facing out, all good. But if she flips the pink side outwards, it means she’s asking for someone to approach and be alert.

Personal

Look at Me

✏️ Concept

Flip to

black = ok

Flip to

pink = alert

93

The flick of the wrist

The low-cost silicon wristbands can be “purchased” online as a donation to the cause, where the profits will go towards distributing them for free to women in every community.

My hope is this project makes it easier for women to ask for help, in parallel with an awareness and educational campaign around the platform Look At Me.

Personal

Look at Me

✏️ Concept

94

“The ultimate tragedy is not the oppression by the bad people but the silence over that by the good people.”

—MLK

Hot off the press

Intouch Insurance

Car vs. Piano

The story

Intouch Insurance

Car vs. Piano

🎡 Integrated Campaign

96

You never know when a piano can fall

Promoting its insurance plan that covers any damage caused by no fault of the driver, Russian insurance brand Intouch worked on a stunt designed to demonstrate the unpredictable things that can happen to cars.

It dangled a 350kg grand piano, suspended by nine ropes, over a parked

car in a garage. Twice a day for a whole week, a real random event determined the fate of each rope. For instance, if it rained at some point during the day, or if oil prices went up, a rope was cut.

The action was broadcasted live at carvspiano.ru and on Twitter (@carsvspiano). Visitors to the site could

vote for what they wanted the next random scenario to be.

At one point, #carvspiano became the #2 trending topic on Twitter, and 39%

of visitors to the site returned. In total, the number of visitors outstripped the media plan by 200%.

98

Intouch Insurance

Car vs. Piano

🎡 Integrated Campaign

Media

99

“Dangling by a thread:

how to get insurance trending on Twitter.”

—AdAge

Hot off the press

Alfa-Bank

Activity

The story

Alfa-Bank

Activity

⌚ Product

To earn money,

you have to sweat.

In 2013 Alfa-Bank created a new account with a high interest rate of 6% per annum, which users can only pay into by exercising with a fitness tracker.

There are countless initiatives designed to get the public fitter and healthier, but (perhaps unsurprisingly), it’s often those that offer a financial incentive that prove

the most effective. We’ve already seen gym classes which become cheaper the more the user works out, and Nike’s Facebook app which enables runners to pay for products with kilometers they have run. Taking the link between financial savings and health benefits to an even more literal level, we’ve now come across a Russian bank offering a

new account which rewards customers for every step they take.

“Created with Moscow-based consultancy 42 Agency, the idea is already proving a hit with beta testers. How else could banks take a greater role in their customers’ lives for the better?”

101

Media

Alfa-Bank

Activity

⌚ Product

102

103

“Russian bank rewards customers' sweat with higher interest rates”

—Springwise

Hot off the press

Personal

Moment of

Silence

The story

Personal

Moment of Silence

🕹️ Interactive Tool

Silence is golden. Literally.

Moment Of Silence was a social platform that connected donors to the right charities: every time a tragic event strikes, you can check us out and be directed to the right NGOs supporting that cause. It will be constantly updated.

People can also record and share their "moment of silence", taking a loud stand

against such tragedies. Companies can then purchase these moments of silence as a donation to a charity of their choice.

Individuals can also contribute to their NGO of choice directly from our platform. So if a tragedy strikes, we’re here to help the victims with your silence and support.

Co-created with my friend, Rodrigo Linhares, and support from creatives and production companies:

Thiago Reis, David Vieira, Bruno Ponzini and Icone Audio & Video.

The project is no longer active.

105

107

“I love projects that use creativity for good. And this project by the duo Zaiden & Linhares is one of them.”

—Update or Die

Hot off the press

Ministry of Sport

Rio 2016

Olympic Games

The story

Ministry of Sport

Rio 2016 Olympic Games

🎡 Integrated Campaign

We know how to turn sweat into gold.

A life-changing moment

In 2015 I had the opportunity of a lifetime: lead the Brazilian Government’s official Olympic and Paralympic games campaign for the Ministry of Sport.

Getting to the Olympics is an arduous path. That’s why we created a campaign

illustrating the efforts of Brazilian athletes to honor the nation’s support.

We didn’t want to focus on celebrating future results, but the path to get there. “Our sweat is worth gold.”

So we decided to tell stories of resilience, drawing a parallel between

professional athletes and everyday athletes, in the form of brazilian citizens who have to be resilient on a daily basis.

This way, by telling the story of each athlete in the campaign, we also told the story of millions of Brazilians.

109

Ministry of Sport

Rio 2016 Olympic Games

🎡 Integrated Campaign

110

Wheelchair Basketball

Marathon Swimming

Ministry of Sport

Rio 2016 Olympic Games

🎡 Integrated Campaign

111

Swimming

Boxing

Ministry of Sport

Rio 2016 Olympic Games

🎡 Integrated Campaign

112

Badminton

Para Athletics

Campaign Assets

113

Ministry of Sport

Rio 2016 Olympic Games

🎡 Integrated Campaign

114

Ministry of Sport

Rio 2016 Olympic Games

🎡 Integrated Campaign

#SouMaisEu

Prior to the Games, we had a crisis to manage: in 2013, London Olympics champions were caught in doping tests. It became, then, a priority for the Brazilian Doping Control Agency (ABCD) to take a firm stance and with a lucid speech, so that the Brazilian athletes and technical commissions that were preparing for the 2016 Olympic Games be aware of prohibited substances.

Brazilian athletes Gustavo Borges, Hortência Marcari and Clodoaldo Silva starred the campaign.

Campaign Assets

115

Ministry of Sport

Rio 2016 Olympic Games

🎡 Integrated Campaign

116

Ministry of Sport

Rio 2016 Olympic Games

🎡 Integrated Campaign

I World Indigenous Games

Building up to the 2016 Games, we also led The World Indigenous Games, a multisport event which involves over 2,000 indigenous athletes competing against one another, campaign in 2015.

The challenge was to welcome all ethnicities, promote balance between different cultures, disseminate indigenous culture and make everyone aware of the values and traditions, leading to the principle that it is not about winning, but celebrating.

117

Ministry of Sport

Rio 2016 Olympic Games

🎡 Integrated Campaign

I World Indigenous Games

Using the concept “together we are stronger”, the campaign highlighted some indigenous athletes and the central role that sport and cultural identity play in their lives.

The campaign had the participation of indigenous athletes participating in the I WIN, Kamayura and Tauã Terena, the former Brazilian soccer player, Marcelinho Carioca, the composer, Genésio Tocantins, and the singer Margareth Menezes.

118

Ministry of Sport

Rio 2016 Olympic Games

🎡 Integrated Campaign

I World Indigenous Games

The event brought together about 104 thousand visitors, 93 delegations from other countries, 250 volunteers and 300 journalists from all over the world, which injected R$ 2.5 million into the economy of the state of Tocantins.

There were 13 days of celebration, with the participation of 1,695 indigenous people (1,129 national athletes and 566 international athletes).

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“Our country is ready to welcome the world at the Olympic Games.”

—Dilma Rousseff, Brazil's first female President

Hot off the press

Selection

Prints

121

A selection of

the most awarded

print campaigns I did between 2007 and 2015.

Prints

Selection

Cinema

135

A selection of films

I’ve produced, in major

or minor roles.

Films

🎬 Films

14 min

Short | Drama | History

18 January 2014 (Usa)

AFRONAUTS

Writer/Director: Frances Bodomo

Starring: Diandra Forrest, Yolonda Ross, Hoji Fortuna

Producers: Isabella Wing-Davey, Lucas Zaiden

16th July 1969: America prepares to launch Apollo 11. Thousands of kilometers away, a ragtag group of Zambian exiles is trying to beat America to the Moon.

IMDb

Watch the movie here (password 0109spacecats)

136

Media

14 Min

Short | Drama | History

18 January 2014 (Usa)

138

🎬 Films

Feature

Black Comedy

29 April 2017 (UK)

THE

FITZROY

Writer/Director: Andrew Harmer

Starring: Cerith Flinn, Jan Anderson, Kenneth Collard

Producers: Liam Garvo, James Heath, Lucas Zaiden

Set in a post-apocalyptic 1950's, the Fitzroy hotel, a derelict submarine beached just off Margate, is the last place for a traditional British summer holiday. Bernard, the hotel's bellboy, cook, maintenance man and general dogsbody faces a constant battle to keep the decaying hotel airtight and afloat.

139

Media

141

Feature

Black Comedy

29 April 2017 (UK)

🎬 Films

Feature

Sci-fi | Narrative

2014

SANKOFA

Director: Kaleb Wentzel-Fisher

Writer: Eli Wentzel-Fisher

Starring: Allie Hankins

Producers: Fabian Martin Diering, Lucas Zaiden

Earth is uninhabited by man. Most died, few left for Titan, a moon of Saturn. With them they took the remnants of humanity, or was left of it. But there was an accident, the ships were damaged, and the remnants lost. They arrived on Titan without their history and soon began to lose memory. Sankofa is a film about the woman they asked to find it.

Tumblr with movie references

Official Website

Download original script

Watch full film

142

Media

144

Feature

Sci-fi | Narrative

2014

🎬 Films

14 min

Short | Action | Drama

26 March 2014 (USA)

PROSPECT

Writer/Director: Christopher Caldwell, Zeek Earl

Starring: Thomas Castle, Tony Doupe, Joshua Miles

Producers: Brice Budke, Lucas Zaiden

Prospect is the coming-of-age story of a teenage girl on a toxic alien planet. She and her father hunt for precious materials, aiming to strike it rich. When the father is attacked by a roving bandit, the daughter must take control. Prospect premiered at the 2014 SXSW Film Festival.

145

Media

147

14 min

Short | Action | Drama

26 March 2014 (USA)

🎬 Films

1h 24min

Drama

February 2014 (USA)

MENTHOL

Director: Micah Van Hove

Writer: Sam Jones

Starring: Lucas Elliot Eberl, Johnny Wactor, James Wilson

Producers: Nate Kamiya, Lucas Zaiden

From the executive producer of BOYZ N THE HOOD comes the stark, and un-flinching, MENTHOL, a dramatic and bleak snapshot of the modern plight of the 20-something. Four male twenty-somethings spend twenty-four hours reliving their high school glory days.

148

Media

150

1h 24min

Drama

February 2014 (USA)

🎬 Films

1h 30min

Drama

17 November 2016 (UK)

UMBRELLA

Writer/Director: Michael T. Smith

Starring: Lina Boycheva, Roxanne Ebrahimi, Rowena Diamond

Producers: Zeke Hanson, Lucas Zaiden

Amputee. International Superstar. Dying patient. Broken child. Lonesome nurse. What do they all have in common?

Umbrella explores themes of forgiveness. It follows the lives of four main characters, and how they each discover reprieve in different ways.

151

Media

153

1h 30min

Drama

17 November 2016 (UK)

🎬 Films

Short

Drama

15 May 2013 (USA)

THERAPY

Director: Ryan Tillotson

Writer: William Sterling

Starring: Josh Beren, Carrie Keranen, Sandy Hale

Producers: AJ Audet, Lucas Zaiden

After being struck by a bus, Roy Harper thought death would be the end of his problems. Wrong! The first thing he is tasked with in the afterlife is getting over all the issues he brought with him in group therapy.

154

Media

156

Short

Drama

15 May 2013 (USA)

🎬 Films

13 min

Short, Comedy, Crime

3 May 2013 (USA)

THE SNEAKY BOA BROTHERS

Writer/Director: Tighe Kellner

Starring: Amelia Felbinger, Robert A. Felbinger, Jess Kellner

Producers: Phyllis Boudreaux Kellner, Francesca Blumbo Costa, Lucas Zaiden

Under a set of particular rules, the Sneaky Boa Brothers steal from wealthy suburban homes to survive. The two brothers, Roy and Troy, discover a girl in a desolate gas station. After taking her hostage, the rules are now compromised.

IMDb

Watch the movie here (passwordversion1)

Behind the scenes (topsecret)

Download original script

157

Media

159

13 min

Short, Comedy, Crime

3 May 2013 (USA)

🎬 Films

13 min

Short, Comedy, Crime

3 May 2013 (USA)

DIANE COFFEE

"NEW YEAR'S"

Writer/Director: Tighe Boudreaux Kellner

Producers: Lucas Zaiden, Max Macat, Jonny Leahan, Tighe Boudreaux Kellner

Shaun Fleming, former Disney voice actor for shows like Kim Possible, world renowned didgeridoo player, and former apprentice of Todd Shipley met Jonathan Rado and Sam France of Foxygen while at Agoura High School in Southern California.

Official Website

Download original script

160

Media

162

13 min

Short, Comedy, Crime

3 May 2013 (USA)

recos

Work history & some nice

164

André Garcia - CEO at hiCar

The kind of leader who does not waste energy for nothing. Quick decisions. Turn problems into solutions in a few seconds. Great seller. Awesome speech. He is always looking forward and seeking the highest place. His tireless creativity makes his team always fight for the best. This guy makes you discover qualities that you don't even know you have. Working for him was a challenge for me. I could not have less breath than him. I gained strength and I am very grateful to him for that. It was great to wish to conquer the world by his side. I recommend you to try too.

Bruno Ponzini - CD at R/GA

Lucas is far from a common boss. He is a true leader. An amazing creative director with huge creative capability and also high skilled in managing teams, process and tasks. A professional you can trust 100% all the time, knowing that everything will be perfect at final. Excellent art director, excellent speaker, excellent strategist, that not just knows what to say, but also knows how to do. When your creative director becomes also your best friend during the process, you understand that everything was the way it should be. Thanks for trusting and letting us take part on your journey.

👨‍💻 Work History

Creative Director R/GA

Creative Director RAPP

Creative Director AKQA

Product Creative Director NIMB®

VP Executive Creative Director F360

Freelance Creative Isobar

Creative Director Havas Digital

Creative Director IPG

Senior Art Director BBDO

Freelance Creative DDB

Senior Art Director Leo Burnett

Interactive Art Director Ogilvy

Senior Art Director F360

Art Director Mr. Brain

Co-Founder CriaMais Digital

Past

Recos

2021 — present

2018 — 2021

2017 — 2018

2016 — 2021

2015 — 2017

2015 — 2015

2012 — 2015

2012 — 2014

2011 — 2012

2009 — 2012

2010 — 2011

2010 — 2010

2008 — 2010

2008 — 2008

2003 — 2008

165

Fred Bosch - CD at DAVID Madrid

Trabajar con Lucas es una experiencia diferente. Es un gran creativo y siempre aporta algo nuevo a los proyectos... ideas frescas y, sobre todo, interactivas. Además, en el ambito personal, es una gran persona y un gran amigo... y tiene el pelo más bonito de la agencia (varias personas lo han comentado).

Rodrigo Linhares - CD at Pinterest

Lucas is an outstanding creative with great and innovative ideas! He can see beyond the advertising and come up amazing solutions in any situation. It's a easy going person who always give an extra boost to the works. It's great to work with him.

Andreas Toscano - CD for Google

Lucas was a true leader during the period we worked together: he proved his seniority performing as a true leader for his creative team and for his agency. Due to his active participation, we were able to get the results needed on a very tough project, under very tough deadlines. I'd recommend his as both a creative and as a creative director for whichever creative agency or task.

Junho Lee - Art Director at RAPP

Lucas is by far the most enthusiastic/energetic/creative driven person I’ve ever met. I’m glad to have him as my mentor, and can’t wait to see what’s coming next. 👏🏻

Paulo Areas - ECD at Ogilvy & Mather

Very talented and passionate professional, Lucas is the kind of person is nice to have around. Has a clear picture of where he wants to go and what he wants to achieve, and his creativity and dedication will surely get him there.

Gilberto Barros - ECD at Mullen Lowe

Lucas is one of the most talented creatives I've ever worked with. Despite being under the 30's, his seniority is impressive. He is always bringing great creative solutions, sometimes using resources that nobody could imagine. It was a pleasure working with Lucas.

Recos

Eduardo Marques - CCO at 180LA

He has the advertising blood circulating... Lucas breaths creativity, eats ads and that makes him the best Advertising Encyclopedia I've ever seen. He never stops until have the BEST. So, if you want the best, be with him aside.

Pancho Cassis - Partner & Global CCO at DAVID The Agency

Lucas is maybe the most hardworking professional I've ever met. He is brilliant. And the most important thing is that he is a good guy. So, very creative and very good person. Amazing.

166

Kirill Zhukov - MD at Havas Digital

Sometimes in our lives we meet so professional people that they are much bigger and effective than some departments, or even companies. These kind of people can not just follow rules, but more important - create new ones that drive other people and make this World spin. Lucas is one of them.

Sarah Okrent - Head of Creative Services at Mullen Lowe

Lucas has an amazingly creative mind. He is full of truly unique and forward thinking ideas and is able to implement them thoroughly. He has a fantastic work ethic and is a pleasure to work with.

Gustavo Levi - Brand Manager

at Red Bull

Lucas is one of the most incredible professional that I had the chance to meet. He is a very committed and motivated professional that always inspires and pushes everyone around him. His willingness, dedication, creativity, and responsibility are outstanding. It doesn't matter for how long you know him, he always find a way to surprise you with his knowledge and sharp mind. He is an immeasurable asset for any company that is willing to be relevant in the market. Have I mentioned that he is also funny? The whole package.

Sandra Lehnst - former Lürzer's Archive CEO

Lucas is very creative and can work well in international projects like ours between BBDO and Lürzer's ARCHIVE. The results of the campaign were seen at Cannes Lions and brought great impact for Lürzer's ARCHIVE. Well Done Lucas! Wish to see you again in the international advertising world.

Diego Isaac - COO at Azzurra Digital

Lucas is the most creative professional I´ve ever known. He brings the best solutions to the worst problems. Inspite of all he's simple and objective. Totally recommended as the best art director I’ve worked with.

Recos

Rodrigo Resende - CD at BBDO

Lucas is a passionate and talented art director. He's always looking for the best ideas, no matter the size of the client he's working for. Great creative, great teammate.

Roberto Soares - Sysadmin at

Layer 6 AI

Lucas is by far the most talented and creative professional I know. His work is mind blowing, always introducing new concepts, new points of view from a completely new perspective. I would definitely recommend him.

167

going on inside his smart head. And when you think you've seen everything - there's always something left in store. That’s a great thing for a creative, right?

Ilya Andreyev - CD at BBDO

It was a great pleasure for me to be part of one team with Lucas in Proximity Russia/BBDO. We worked on many challenging projects for clients from various industries: financial services, logistics, FMCG. The synergy of the team where Lucas's input was significantly noticeable helped us to deliver hi-end class work that was highly appreciated not only by clients and their consumers but also by Cannes’ Cyber Jury in 2012.

I have ever worked with. He is always thinking big, always looking to the top. His determination and passion for design and advertising inspire everyone around him. Also, his presence brings positive and synergistic results to projects. Do I need to recommend him? His fantastic work already does that. But I'll sure recommend him as an incredible person, a real leader and, above all, as a good friend. I hope we'll still working together.

Polina Zabrodskaya - CD at AMV BBDO

We worked with Lucas on several projects and all I can say is: no day without a surprise. He’s totally unpredictable; you can never tell what’s

Waltinho Ferrari - CEO

at Azzurra Digital

No-one has a bolder view of the business like this man does. It's amazing how he can come up with solutions that fits both effectiveness and awesomeness. Here's my guess: he is what and who the future of advertising is waiting for.

Vasily Bogdanov - Co-owner / Creative Director at Little Big Agency

Brilliant workmate and just an awesome guy! High-skilled professional, the owner of a huge number of awards and a nice sense of humor. Optimistic and easy to communicate.

Recos

Bruno Nakano - CD at Facebook Inc.

Lucas is your guy if you're looking for someone who is passionate about what they do. One of the best conceptual thinker I've ever seen. His dedication comes through in his work. He truly knows the digital world, business side and client issues. Also, one of the funniest and interesting guys too. Did I mention he's a great singer?

Lucas Malta - Co-founder Snowland.io

Lucas's work speaks by itself! He holds a great sense of quality to deliver high-class design material. Lucas is easily one of the few best creative leaders out there and the most talented

168

Andrey Myzdrikov - CEO at SailPlay

Lucas is the strongest cocktail of different talents that I saw in my life. He is a true leader who can take the whole team and go together to the very end through day and night to create the best solution. I don't remember how many times I asked Lucas how such wonderful ideas could come into his head but this was really a big surprise to me because his way of thinking is completely different and could create amazing things. Working process with Lucas is really not usual working time because u are totally in the process of making piece of art!

Yury Naon - Client Partner at Havas Digital

This is a person who i recommend with pleasure and jealousy as this is a diamond you always want for yourself. You will never regret you meet him as a person and will thank the Universe if he's in your team. A man of 1000 talents. Very smart and sharp-witted, true hard worker with pure view on things and great communication skills. Understands the business, people, the context and environment of the projects with very specific details. One of the best presenter i've ever worked with or ever seen. Can speak simple of complicated things. Very good at managing the team

Recos

or a process in different roles. Makes any process go so easy and joyful you won't believe it is happening. Can inspire you with couple of words or a conversation if he sees you encounter problems, even internal ones. Always on a roll. He is the spark you are looking for.

Cássio Guiot - GCD at Grupo Rái

Lucas was the most expressive and brilliant mind i could work. Not by the complexity of ideas but by the creative simplicity he have. These 360 + 5 days together at Fields360 were not working days, but days of learning. So, i hope to learn more and to share in the near future great results with that awesome professional.

Tristan Fitzgerald - ECD at ImpactXM

I loved working with Lucas for 3 reasons:

1. He’s an ideas machine - he has ideas like other people breathe

2. His knowledge of digital channels means his ideas are always innovative

3. He has a beautiful way with art direction - basically, he makes things look really nice!

I think these things mean you’ll love working with him too!

169

Aric Ifergan - ACD at RAPP

In the past few years I had the opportunity and the pleasure to work with Lucas on several projects and I got to know him pretty well, I got to see how he always managed to improve the work, to come up with an original creative idea, and still help the team to make it all happen when time crunches happen. Lucas is a highly conceptual thinker that always looks for the most creative and fresh angle, it shows he really cares about the work in every step of the way. He is great with clients and with the internal team. Always kind and helpful while keeping a good attitude throughout the toughest of times. It is truly a pleasure working with Lucas.

Recos

Thiago Reis - Vice President at F360

Lucas hired me to help lead the digital branch from Fields360 and work on the Olympic Games campaign. His leadership skills and transformation were responsible for turning an agency that was struggling with low morale and lack of prestigious work, into the second most awarded creative company in a single year, with dozens of national and international awards, a completely revamped team, process, and creative culture. As well as being the creative lead of the Rio 2016 Olympic games campaign, marking not only the agency's history but the Ministry of Sport's history with a multi-awarded integrated campaign. Knowing his stint in Brazil's

capital was going to be limited, Lucas trained me as his successor, and thanks to the creative culture he nurtured and built, we are now consistently at the top of the award rankings, and I'm proud and happy to call Lucas a friend.

Yuri Kim - Senior Designer at RAPP

Lucas is the kind of leader who always pushes for the best work and rendition of a creative possible. He's highly conceptual, his creative direction is always on point, and he continually manages with a positive outlook, which makes me want to follow suit. Lucas is a trusted and supportive mentor from whom I've learned a lot from. He's great to work and makes projects exciting!

👋 I guess it’s time to say bye.

Thank you!

Reach out

here

I’m currently

CD @ RAPP NY 🍎

18 years

of experience