Luiz’s Bio
Hey there, I’m Luiz.
I was born in Salvador, Brazil. Which is a pretty incredible place to start. I just never wanted it to be the only place I knew.
So I kept going.
São Paulo. Hamburg. Dubai. Chicago. Los Angeles. Different cities, countries, cultures, languages and ways of seeing the world. What started as curiosity became a career—and eventually, a way of thinking. Because every time you put yourself somewhere unfamiliar, you come back seeing familiar things a little differently.
For more than 20 years, I’ve turned that perspective into work for some of the biggest brands in the world, including Coca-Cola, IKEA, Volkswagen, Unilever, P&G and Hyundai, as well as some wonderfully small ones you probably haven’t heard of yet. I’ve helped launch brands, reposition them, make people talk about them and, most importantly, make people feel something about them.
I’ve done it at agencies including Ogilvy, McCann, Havas, Jung von Matt, Leo Burnett and INNOCEAN USA. The work has picked up 12 Cannes Lions and a fair amount of other shiny things along the way. I’m proud of them. But the things I’ve collected that matter most don’t fit on a shelf.
Curiosity from going somewhere new. Empathy from being the new guy more times than I can count. The ability to see things from more than one perspective. And the belief that great ideas can come from anyone, anywhere—if you create the kind of room where they can.
Today, I bring all of that to leading teams and making work: a love of big ideas, craft, culture and stories people actually want to spend time with. I care deeply about the work, but just as much about the people making it. And I’m still driven by the same curiosity that got me here in the first place.
If there’s more out there, I'll go find it.
I’m still going.