Welcome to my network. I’m Luchi — film director, executive producer, and co-founder of Santeria, one of the largest and most awarded commercial production companies in Brazil in recent years. I also co-founded Magenta, an independent advertising agency that I led for four years. Before that, I was Partner and CCO at Lew’Lara\TBWA, one of the country’s leading agencies, and a member of the Global Creative Board of TBWA\Worldwide, one of the most awarded networks at the Cannes Lions in recent editions.

My career has been strongly connected to creative leadership. As an executive producer, I’ve worked on productions for some of the country’s top advertisers, and as a director, I’ve signed films for brands such as TIM, Chupa Chups, PicPay, Wellhub, Fundação Bradesco, Metrô SP, Ministério da Saúde e Prefeitura SP.

Over the years, I’ve led creative sprints in New York, Mexico City, Buenos Aires, Istanbul, London, and São Paulo with multicultural and multidisciplinary teams for clients including VISA, Apple, P&G, McDonald’s, NISSAN, Lego, and Uniqlo. I’ve also developed regional and global campaigns for brands such as XP, Riachuelo, Tônica Antárctica, Sallve, FIAT, Netflix, Natura, TIM, Apple, Nokia, Santander, Gatorade, Tigre, and Adidas.

I’ve twice served as jury president at El Ojo, FIAP, and Ciclope, and participated as a juror in major national and international festivals, including Cannes Lions, Dubai Lynx, Wave Festival, El Sol, Effie Brasil, Clube de Criação, among others. Throughout my career, I’ve received 41 Cannes Lions — including a Grand Prix and a Silver Lion in Innovation — as well as awards from Clio Awards, two Grand Ojos, and several other prizes at El Ojo, Wave Festival, Clube de Criação, One Show, Profissionais do Ano, and Brasil Design Awards.

In 2017, I was named Advertising Professional of the Year at the Prêmio Colunistas. I hold a degree in Creative Leadership from the Berlin School and training in Digital Creation from Hyper Island in New York. Outside of work, I’m the father of two boys and passionate about sports — running, cycling, and swimming are an essential part of my routine, preferably near the ocean.