I’m a creative with 10+ years of experience who believes excellent copy can solve any issue, from challenging briefs to short budgets. I’ve had the opportunity to do that for brands like Sobeys, Samsung, Ford, Fiat, Renault, Google, YouTube, Santander, Bradesco, and Skol, among others. I also work with translation, então se você precisar traduzir algo entre inglês e português, call me.   

In 2020, I left the Crazy Tropical South for the Great White North. So far, so cool.

Get in touch:

gabipl@gmail.com

+1 647 809 4151

AWARDS:

Wave Festival - Bronze - Cyber/Social (2015)

Wave Festival - Bronze - Cyber/Craft (2015)

Sao Paulo Creative Club - Book (2018)

Effie Awards - Grand Prix (2018)

Effie Awards - Gold - Financial Services (2018)

Effie Awards - Silver - Promo (2018)

How do you talk to Gen Z without sounding like a boomer? You act like you don’t care about likes. In order to win this pitch for Samsung in Brazil, we had to come up with a bold new concept for social media. The result was this: #ItsNotAboutLikes.

From 2019 on, every piece of content we created for Samsung should be about attitude, about doing what you like, regardless of the likes you’re going to get. Our work would reflect one of Gen Z’s main mottos: authenticity.

For this pitch, once we had our concept, my role was to set it up across every social media channel with activations, original content and always on daily posts, as well as build the keynote presentation.

After winning the pitch, my partner and I became the dedicated team for Samsung’s social account throughout 2019, coming up with trimestral projects around this concept. To cap it all off, in July of the same year, Instagram proved we were in the right direction when they decided to ditch the like count from their posts.

Take your grandmother to jiu-jitsu class, a late-night beer run, or maybe it’s a work-from-work kind of day. When you’ve got places to go, ride like a boss with Lyft.

Equipped with a sweet offer to lure new riders for Lyft’s rideshare service, my partner and I created two fun short videos for TV. I wrote the scripts, he used Lyft’s characteristic illustrations and photography styles. And vice-versa.

Skol is the most popular beer brand in Brazil. It prides itself on being light and easy to drink, not taking itself seriously and all about the fun and friends. The folks from Tátil, a design studio in Sao Paulo, asked me to convey all these feelings into words for the beer’s new identity and tone of voice that was part of a complete rebranding.

As a brazilian beverage company, this work was obviously done in portuguese, but I’ve managed to write a few headlines in english in the same mood and tone of voice I created for the original work. You can see some of these examples in the images below.

Sobeys is Canada’s Family Grocery Store. You’re probably aware that babies are family. You also might know by now that pets are also considered family, even you if don’t agree (you’re wrong). In 2021, Sobeys wanted to remind customers they can find everything they need for the whole family, like baby food, formula, diapers, pet food, treats, supplies, and toys.

Honestly, all we did was crank up the cuteness factor in this digital and CRM campaign and try to get out of the way. I mean, how do you compete with this?   

A job like no one had ever seen before: in 2017, Santander put some of their products like loans, credit cards and investments with can't miss discounts worthy of a Black Friday.

But how would we materialise this? Our team decided to create real packages for each one of these products, just like a true retail promotion. From that point on, my main job was to write everything that would go on the package labels, the TV spot, retail print adverts, web commerce site and dozens of special YouTube unboxing videos.

The results went through the roof. Every single goal was met, and Santander enjoyed a 433% weekly revenue raise, compared to the previous year. Certain products had a 3600% raise in sales. Beyond the numbers, the campaign was very successful in helping the target audience understand the whole product portfolio of the bank.

Awards

Grand Prix - Effie Awards (2018)

Gold - Effie Awards - Financial Services (2018)

Silver - Effie Awards - Promo (2018)

Book - São Paulo Creative Club - Promo (2018)

Imagine traveling through thousands of light-years and finally discover… a technology more advanced than yours? In this campaign, we put the New Fiesta, winner of all car comparisons, against the only worthy adversary left: an alien spaceship. For the third year in a row, Ford chose to tell this car’s story through a Hollywood cinematographic language.

My first job here was to come up with the setting for this. Once we decided science fiction would be our main plot theme, I wrote the TV spot, and helped my creative partners with the rest of the campaign, like web films, a special comparison between the car and the alien spaceship in a car magazine, and digital media. We also managed to create branded content with Porta dos Fundos, a very popular YouTube channel in Brazil.

In this project for Google, I fulfilled any copywriter’s dream: write a book. Made in partnership with the folks from Pharus Bright Design, I had the opportunity to create all the content for Google’s new book, YouTube Insights.

This publication gathers data, insights, ideas and inspiration about four fundamental categories to anyone working with brand construction in YouTube: Music, Cooking, Gaming and Beauty & Fashion. Now, all I have to do is plant a tree and raise a child.

Everything we do in life, counts: a monday happy hour, the lost nights at college, being dumped in the middle of a trip, that late-year prospective client pitch, a roadtrip with your best friends… The sum of all our stories and life experiences has a name: Life Mileage. I came up with this concept for the Ford EcoSport, a car that wants to inspire people to live this kind of explorer lifestyle.

That was the campaign goal: reinforce this car’s proposition. To materialise it, I thought of a Facebook app that used data from the user’s profile, like posts, check-ins and other activities from the social network to calculate their life mileage. This concept was also put to work in a TV spot and YouTube films, which were made in partnership with my Copy Associate Creative Director.

What is your life’s biggest achievement, excluding ad awards? The New Ka arrived in Brazil as the car for those who always fought for everything in their lives. To celebrate this spirit, we invited people to tell the stories of their biggest achievements. The best were chosen and told in weekly episodes by a famous brazilian actor, Lázaro Ramos, using mapped projection, synchronized acting and long takes.

My job was to come up with launch idea for the car, concept, website copy and digital media. The web films execution were made in partnership with the whole creative team and the technology production company.

Awards

Bronze - Cyber/Social - Wave Festival (2015)
Bronze - Cyber/Craft - Wave Festival (2015)

A copywriter who doesn’t pun is like a bodybuilder who doesn’t even lift, bro. Don’t trust one who says he’s not really into the greatest wordplay game. That is why, without any shame whatsoever, I create, draw and gather the best ones in a Facebook page.  

I love them so much that I produced a limited independent edition with a selection of the greatest double meaning jokes ever. Just one small problem: they’re all in portuguese :( sorry! But if you really like puns, hit me up, and I’ll send some english pun love your way.

Didn’t read this the first time? No problem.

I’m a creative with 10+ years of experience who believes excellent copy can solve any issue, from challenging briefs to short budgets. I’ve had the opportunity to do that for brands like Sobeys, Samsung, Ford, Fiat, Renault, Google, YouTube, Santander, Bradesco, and Skol, among others. I also work with translation, então se você precisar traduzir algo entre inglês e português, call me.   

In 2020, I left the Crazy Tropical South for the Great White North. So far, so cool.

Get in touch:

gabipl@gmail.com

+1 647 809 4151

AWARDS

Wave Festival - Bronze - Cyber/Social (2015)

Wave Festival - Bronze - Cyber/Craft (2015)

Sao Paulo Creative Club - Book (2018)

Effie Awards - Grand Prix (2018)

Effie Awards - Gold - Financial Services (2018)

Effie Awards - Silver - Promo (2018)