Hello. I am a senior copywriter and screenwriter with more than a decade of experience in creating narratives for domestic and international leading brands. This is my portfolio.
I believe that the best way to create brand value is by crafting great stories. And I’ve had the privilege to do that on integrated campaigns, pitches and films for amazing brands. Here you find a sample of my work.
As an advertising copywriter, I’ve worked with clients such as O Boticário, Havaianas, Reckitt Benckiser, Avon, Toyota, Pepsico, Netflix, Michelin, Amazon Prime Video, Fiat, ASICS, and L’Oréal at agencies like FCB, W3haus, VMLY&R, FLAGCX, Mutato, Lew’Lara, and Publicis Groupe. I’ve also won awards such as Effie, Professionals of the Year, and FWA.
Currently working as freelance copywriter.
If you want to reach me, you can find me at mardruck@gmail.com or +5511989330095.
By the way, I am legally available to work in the EU.
Havaianas
2021 Olympics
Brazilians already use Havaianas flipflops everywhere and in every situation. So it was obvious for our Olympics athletes to use it on the opening ceremony. But Havaianas wasn’t a Olympic sponsor. So we couldn’t take the chance of the audience not noticing them using on sports largest party.
That way, we figured out that shoe the represents Brazil the most with Galvão Bueno, the sports annoucer the represents brazilian fans the most, to generate talkability.
Winner | Effie Awards Brasil 2022
Shortlist | Profissionais do Ano 2022
Amazon Prime Video
Welcome, Lázaro and Ingrid
Lázaro Ramos e Ingrid Guimarães, two of Brazil’s greatest actors, now are part of Amazon Prime Video.
To tell everyone about it, we made short movies showing how it was the contracts signature.
Wild Rift
Rifts to Runeterra
Everyday, rifts opens up to Runeterra. Where will be the next?
With that in mind, we created the spot to launch Wild Rift in Brazil. And, in the process, I’ve learnt what is a 5v5, lore and pentakills.
Fiat
Progetto 363
Fiat’s new SUV was inspired by people wishes.
So, here I had the privilege to tell this story by being the screenwriter of Safety and Performance episodes.
It was a huge challenge. How do we unite MMA and dance with the car features? Spoiler: with the connection of body and machine.
Veja
Cleaning Time is Party Time.
Veja, the most loved housecare brand in Brazil, has been helping cleaning homes for more than 45 years. But still could helped with the greatest challenge: housekeeping is boring as hell.
For its 45th anniversary, the brand done a partnership with Valesca Popozuda, the greatest funk carioca diva, to turn cleaning time into party time with a videoclip, a song, a radio station and a hacked pack that played song when used.
Toyota
Corolla Destinations
We found a rare in Brazil 1968 Toyota Corolla for sale. But we needed to justify the purchase. So we crafted an idea that searched for great stories linked to the new Corolla attributes. This 10-episode branded content project went to pay-TV and for our hearts, because it's amazing to create a storytelling that doesn't need to feature the product all the time.
To watch the full series:
Second episode
Third episode
Fourth episode
Fifth episode
Sixth episode
Seventh episode
Eight episode
Ninth episode
Tenth episode
Arno
The Great Battle
The great battle between sleeping and mosquitoes. We used a ninja sheep to show the silence of the product and make a badass commercial.
Lenovo
The Pursuit
We created a social game to find the biggest and more persistent Lenovo fan.
The user played against the clock to crack a code with four combinations. If he got successful, the IdeaPad was his. But, when the player got the ultrabook, the code resets itself automatically and anyone could steal the IdeaPad.
The player who kept the IdeaPad the longest at the end of the game, won an actual IdeaPad.
CCR
Angry Bernardinho
Bernardinho, Brazil’s most sucessfull volleyball coach, is famous to become aaaaaaaaaangry when his players, referees, fans and pretty much anyone does it wrong.
As this project screenwriter, I could make some jokes from his angryness to create contents for safety on the road and in public transport. And, in a Zoon meeting, I’ve discovered that Bernardinho is a sweet guy. At least when he’s not angry.
Vanish
Costumes Emergency Room
Sometimes the unexpected takes place. So we made a costumes emergency room during Rio’s Carnaval. The party-goers could ask us to save their costumes in exchange of their story of how the stain had taken place. Because stains go, but Carnaval memories stays forever.