š hi, my name is Lucas Zaiden.
Welcome!
Reach out
( hit ā+return to enter fullscreen ) āŖ light mode āŖ short mobile version
Iām currently
CD at ā R/GA
18 years
of experience
š hi, my name is Lucas Zaiden.
Welcome!
Reach out
( hit ā+return to enter fullscreen ) āŖ light mode āŖ short mobile version
Iām currently
CD at ā R/GA
18 years
of experience
Lucas who?
But Iām not really good at talking about myself, so Iāll cheat and quote a friend whom I believe summed it up nicely:
āLucas helps good ideas find creatives, and vice versaā āfriend
I know youāre 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 Iām glad youāre taking the time to review my work. Here youāll find a selection of what I most enjoyed making, thinking, and collaborating over the past decades as a multidisciplinary creative, manager or consultant.
Welcome!
Iām currently
CD at ā R/GA
āŖ Intouch Insurance: Car vs Piano
āŖ Personal: Moment of Silence
āŖ Ministry of Sport: Rio 2016 Olympic Games
āŖ Palo Alto Networks: Business & Imagination
āŖ What?Watch: Time Tells Stories
Quickly jump to:
Summary
4
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
LĆ¼rzers Archive #1 World's Art Director
LĆ¼rzers 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
šŖ 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
5
Ace Awards 2x Finalist
Colunistas SĆ£o Paulo Grand Prix
Colunistas Brasil 4x Gold
Colunistas BrasĆlia Professional Of The Year (2016)
Colunistas BrasĆlia Art Director Of The Year (2008)
Colunistas BrasĆlia Most Awarded Art Director
Colunistas BrasĆlia 3x Grand Prix
Colunistas BrasĆlia 14x Gold
Colunistas BrasĆlia 14x Silver
Colunistas BrasĆlia 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"
Mgimo - "Us Vs. Justin Bieber"
Unilever - "Forward Thinking"
Creative Club, Nigeria - 2014
Creative Club, Nigeria - 2013
Creative Club, Nigeria - 2012
Creative Club, Nigeria - 2011
Iesb - "Affordable Relevance!"
Unieuro - "Affordable Relevance!"
Puc - "Affordable Relevance"
šØāāļø Judge at
Executive Member Of The International Academy Of Digital Arts And Sciences
Webby Awards
LĆ¼rzers Archive
Caples Awards
Tagline Awards
International Red Apple Festival
University Of Oxford - Brazilian Society
APA Los Angeles
š¤ Talks
TEDx - āThe Dna Of Daring Peopleā
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
LusĆ³fonos 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"
PrĆŖmio Renato Castelo Branco
Ace Awards Winner (Short Video)
Honors & Awards
6
Folha - Profissionais De Publicidade SĆ£o Disputados LĆ” Fora
LĆ¼rzer's Archive - Introducing Zaiden
Revista Placenta - De BrasĆlia Ć Moscou
š¦ Interviews
āMochileiroā, Meio&Mensagem
Advertising Professional Of The Year
Adv - ŠŃŠŗŠ°Ń ŠŠ°Š¹Š“ŠµŠ½ Š Cannes Lions
ŠŠ²ŠµŠ·Š“Š½Š¾Šµ ŠŃŃŠø Red Apple: ŠŠ°Š¹Š“ŠµŠ½
ŠŠ»ŠøŃ-Š¾ŠæŃŠ¾Ń Lucas Zaiden
Getting Direct With Lucas Zaiden
ŠŃŠ°Š·ŠøŠ»ŃŃŃ ŠŠµ ŠŠ¾ŃŃŃ Š§ŠµŃŠ½ŃŃ ŠØŠ»ŃŠæ
LĆ¼rzer's Archive - Who's Who: Zaiden
BBDO - ŠŃŠŗŠ°Ń ŠŠ°Š¹Š“ŠµŠ½: Ā«ŠæŠ¾ŃŠµŠ¼Ń ŠŃ ŠŠµ ŠŠ¾ŃŠøŃŠµ ŠØŠ°ŠæŠŗŠø?Ā»
Honors & Awards
work
Letās get to the
Palo Alto Networks
Business &
Imagination
The story
Palo Alto Networks
Business & Imagination
š§ Brand Transformation
What would you do
if you werenāt afraid?
Thatās the question we asked potential clients of Palo Alto Networks, the worldās 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.
Thatās what most competitors do. As a brand with low awarenessādespite being #1ābecoming wallpaper wasnāt 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 360Āŗ 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 industryās most relevant events.
So far, the program generated over half
a billion impressions.
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Palo Alto Networks
Business & Imagination
š§ Brand Transformation
11
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
š§ Brand Transformation
12
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.ā
(I did a cameo in this film - if you guess where, I could Venmo you $1)
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āThe creative goes beyond
the āwe are in this togetherā sentiment reflected in so many Covid-19 campaignsā
āThe Media Post
Hot off the press
Palo Alto Networks
Business & Imagination
š§ Brand Transformation
14
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
š§ Brand Transformation
15
Customer Stories: Flex
Customer Stories: Schlumberger
What?Watch
Time Tells Stories
The story
What?Watch
Time Tells Stories
ā 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 āstopā 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.
Itās 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 āfreezeā 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
ā 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
ā 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
ā Product
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āWhat?Watch Encourages Sharing Lifeās Meaningful Moments with a Stylish, Social-Focused Smartwatchā
āTrust 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 patientās 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 - BrasĆlia'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
š” Integrated Campaign
26
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
š” Integrated Campaign
27
āAn emotional campaign promises to help children in their fight against cancerā
āRede 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 didnāt 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 āmĆ©nage Ć troisā.
Because if our customers can cheat,
why canāt we?
āI donāt have the rules, just have fun! You canāt go wrong with makeup. And if you do, wash it off and try something else. Life is short and you should enjoy it.ā
āFranƧois Nars
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NARS
Infidelity
š¤ CRM
NARS
Infidelity
š¤ CRM
31
Double trouble
Competitorsā 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
š 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.
Thatās 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.
PayPalās 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
š Business Amplification
34
The visual style
RAPP UK designers developed an illustration structure originally called āsnowballā, a playful system that taps into the exploration, discovery, and flexibility of the PayPal brand.
And like the iconic PayPal button shape, itās built upon a careful balance of line and curve.
This is the official style weāve scaled to almost every campaign we developed for PayPal within the US footprint and markets.
PayPal
To be defined
š Business Amplification
35
PayPal Crypto āCrypto for the peopleā
PayPal
To be defined
š Business Amplification
36
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.ā
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. ā
PayPal
To be defined
š Business Amplification
37
PayPal QRC āPay Touch-Freeā
PayPal
To be defined
š Business Amplification
38
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
š Business Amplification
39
PayPal QRC
In a wider context, this innovation will play a small part in giving customers the confidence to come back to sellersā businesses and help communities up and down America recover from recent hard times.
Thatās why we were also asked to edit a few customer stories and turn them into short stories (60ā, 30ā and 15ā) to highlight how small businesses are creatively using QRC.
PayPal
To be defined
š Business Amplification
40
PayPal Key āYes, You Canā
PayPal
To be defined
š Business Amplification
41
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 donāt, 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 āyesā to checking out with the brand they trust.
PayPal
To be defined
š Business Amplification
42
PayPal Pay in 4 āEnjoy now, pay laterā
PayPal
To be defined
š Business Amplification
43
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.ā
Enjoy now, Pay laterā: 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.ā
UiPath
Meet Ulysses
The story
UiPath
Meet Ulysses
š¬ Film
A unique recruiter got the job done.
UiPath is a unicorn ā 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 wonāt take a job just anywhere.
Lucky for us, UiPath doesnāt have to
depend on perks to draw people in.
For them, itās 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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āIt felt like riding a unicorn without a saddle through a Basquiat painting: fun, mad, and incredibly impactful.ā
āRafael Marcus, Head of Employer Branding, UiPath, on working with RAPP
Hot off the press
48
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 peopleās perception and sensitiveness around AI and robots.
We entered UiPathās 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
š¬ Film
Ministry of Sport
#ShoutForPeace
The story
Ministry of Sport
#ShoutForPeace
šŖ 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 teamās fan agreed to sit next to an opposite teamās 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
šŖ Event & Activation
53
Ministry of Sport
#ShoutForPeace
šŖ Event & Activation
54
Ministry of Sport
#ShoutForPeace
šŖ Event & Activation
55
āI hope that the fans stay united. Maybe weāve just
set the first great example for all of us.ā
āLuiz Felipe Scolari, former Head Coach of the Brazil national team
Hot off the press
Durex
.luv
The story
Durex
.luv
š± Application
The video file format that wonāt go viral.
2013 was a record year for leaked sex tapes. We saw this as an opportunity to make Durexās big launch in Russia with a new platform, āLove Sexā, 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: ā.luvā.
It gets encrypted in the App's library guaranteeing the coupleās privacy:
1. āBump to connectā 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.
57
Burger King
Whopper Face
The story
Burger King
Whopper Face
š Innovative Media
A hidden camera,
and a wrapper.
Burger Kingās 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 āHave it your wayā positioning, proving that each sandwich is made to order, especially for the customer.
One laptop, one hidden camera, one printer. Thatās all we needed to prove it.
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āHave it Your Way reaches
a whole new level in this Brazilian BK stunt.ā
āAdAge
Hot off the press
Jeep
Global 70th
Anniversary
The story
Jeep
Global 70th Anniversary
š” 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, 60ā
Name, 60ā
Jeep
Global 70th Anniversary
š” Integrated Campaign
66
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
š” Integrated Campaign
Hot Wheels
VrumApp
The story
Hot Wheels
VrumApp
ā Product
The intersection between pixels & IRL
Thereās 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 canāt
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
š” Integrated Campaign
71
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
š” Integrated Campaign
72
Jeep Puzzle
Jeep Wrangler
See the Unseen
š” Integrated Campaign
73
Drive Your Track
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āLeo Burnettās Jeep Puzzle
is a revolutionary idea that turned a microblogging platform into a playground.ā
āOgilvy
Hot off the press
Greenpeace
EcoCard
The story
Greenpeace
EcoCard
š 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 personās 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
š Innovative Media
79
āGreenpeace business
cards will get you on the subway for free.ā
āCreativity Online, Editorās Pick
Hot off the press
Personal
DoReMi Frog
ā¢
The story
Personal
DoReMi Frogā¢
š¾ 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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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 Frogā¢
š¾ Game
84
Personal
DoReMi Frogā¢
š¾ Game
Gameplay by grandma
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Personal
DoReMi Frogā¢
š¾ Game
VR Stunt at Promo Launch
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āThis game works both as
a source of joy for children and inspiration for their further development.ā
āLyubov Vorontsova, child Psychologist
Hot off the press
Friskies
help.cat
The story
Friskies
help.cat
š¹ļø Interactive Tool
Cat memes that help locate lost cats.
Every day, thousands of cat pics make us laugh. But thereās one place, also full of cats, where thereās no fun at all: the streets.
Friskies thinks cats are awesome. They are daily invitations to a more vibrant world. Thatās 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
āļø Concept
To stop the iron fist, we raise our own.
āAsk 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?ā āSoraya Chemaly
In a country thatās 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.
Itās 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 discreetāyet powerfulāvoice 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 thatās black outside and pink inside. If the black side is facing out, all good. But if she flips the pink side outwards, it means sheās asking for someone to approach and be alert.
Personal
Look at Me
āļø Concept
Flip to
black = ok
Flip to
pink = alert
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The flick of the wrist
The low-cost silicon wristbands can be āpurchasedā 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
āļø Concept
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āThe ultimate tragedy is not the oppression by the bad people but the silence over that by the good people.ā
āMLK
Hot off the press
Intouch Insurance
Car vs. Piano
The story
Intouch Insurance
Car vs. Piano
š” 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%.
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Intouch Insurance
Car vs. Piano
š” Integrated Campaign
Media
99
āDangling by a thread:
how to get insurance trending on Twitter.ā
āAdAge
Hot off the press
Alfa-Bank
Activity
The story
Alfa-Bank
Activity
ā 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), itās often those that offer a financial incentive that prove
the most effective. Weāve already seen gym classes which become cheaper the more the user works out, and Nikeās 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, weāve now come across a Russian bank offering a
new account which rewards customers for every step they take.
āCreated 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 customersā lives for the better?ā
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Media
Alfa-Bank
Activity
ā Product
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103
āRussian bank rewards customers' sweat with higher interest ratesā
āSpringwise
Hot off the press
Personal
Moment of
Silence
The story
Personal
Moment of Silence
š¹ļø 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, weāre 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.
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āI love projects that use creativity for good. And this project by the duo Zaiden & Linhares is one of them.ā
āUpdate or Die
Hot off the press
Ministry of Sport
Rio 2016
Olympic Games
The story
Ministry of Sport
Rio 2016 Olympic Games
š” 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 Governmentās official Olympic and Paralympic games campaign for the Ministry of Sport.
Getting to the Olympics is an arduous path. Thatās why we created a campaign
illustrating the efforts of Brazilian athletes to honor the nationās support.
We didnāt want to focus on celebrating future results, but the path to get there. āOur sweat is worth gold.ā
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.
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Ministry of Sport
Rio 2016 Olympic Games
š” Integrated Campaign
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Wheelchair Basketball
Marathon Swimming
Ministry of Sport
Rio 2016 Olympic Games
š” Integrated Campaign
111
Swimming
Boxing
Ministry of Sport
Rio 2016 Olympic Games
š” Integrated Campaign
112
Badminton
Para Athletics
Campaign Assets
113
Ministry of Sport
Rio 2016 Olympic Games
š” Integrated Campaign
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Ministry of Sport
Rio 2016 Olympic Games
š” 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, HortĆŖncia Marcari and Clodoaldo Silva starred the campaign.
Campaign Assets
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Ministry of Sport
Rio 2016 Olympic Games
š” Integrated Campaign
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Ministry of Sport
Rio 2016 Olympic Games
š” 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.
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Ministry of Sport
Rio 2016 Olympic Games
š” Integrated Campaign
I World Indigenous Games
Using the concept ātogether we are strongerā, 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 TauĆ£ Terena, the former Brazilian soccer player, Marcelinho Carioca, the composer, GenĆ©sio Tocantins, and the singer Margareth Menezes.
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Ministry of Sport
Rio 2016 Olympic Games
š” 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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āOur country is ready to welcome the world at the Olympic Games.ā
āDilma Rousseff, Brazil's first female President
Hot off the press
Selection
Prints
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A selection of
the most awarded
print campaigns I did between 2007 and 2015.
Prints
Selection
Cinema
135
A selection of films
Iāve produced, in major
or minor roles.
Films
š¬ 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.
Watch the movie here (password 0109spacecats)
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Media
14 Min
Short | Drama | History
18 January 2014 (Usa)
138
š¬ 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.
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Media
141
Feature
Black Comedy
29 April 2017 (UK)
š¬ 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.
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Media
144
Feature
Sci-fi | Narrative
2014
š¬ 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.
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Media
147
14 min
Short | Action | Drama
26 March 2014 (USA)
š¬ 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.
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Media
150
1h 24min
Drama
February 2014 (USA)
š¬ 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.
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Media
153
1h 30min
Drama
17 November 2016 (UK)
š¬ 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.
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Media
156
Short
Drama
15 May 2013 (USA)
š¬ 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.
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Media
159
13 min
Short, Comedy, Crime
3 May 2013 (USA)
š¬ 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.
Download original script
160
Media
162
13 min
Short, Comedy, Crime
3 May 2013 (USA)
recos
Work history & some nice
164
AndrƩ 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.
šØāš» Work History
Creative Director R/GA
Creative Director RAPP
Creative Director AKQA
Product Creative Director NIMBĀ®
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 ā present
2018 ā 2021
2017 ā 2018
2016 ā 2021
2015 ā 2017
2015 ā 2015
2012 ā 2015
2012 ā 2014
2011 ā 2012
2009 ā 2012
2010 ā 2011
2010 ā 2010
2008 ā 2010
2008 ā 2008
2003 ā 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. AdemƔs, en el ambito personal, es una gran persona y un gran amigo... y tiene el pelo mƔs 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 Iāve ever met. Iām glad to have him as my mentor, and canāt wait to see whatās coming next. šš»
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 LĆ¼rzer's Archive CEO
Lucas is very creative and can work well in international projects like ours between BBDO and LĆ¼rzer's ARCHIVE. The results of the campaign were seen at Cannes Lions and brought great impact for LĆ¼rzer'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 IĀ“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 Iāve 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.
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going on inside his smart head. And when you think you've seen everything - there's always something left in store. Thatās 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 Cannesā 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. Heās totally unpredictable; you can never tell whatās
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.
CƔssio Guiot - GCD at Grupo RƔi
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. Heās 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 youāll 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!
š I guess itās time to say bye.
Thank you!
Reach out
Iām currently
CD @ RAPP NY š
18 years
of experience