My Story

Hi, Hola, Kia Ora and G’day. I’m Luisana, but my friends call me Lucy.

I’m a senior copywriter with a Neuroscience degree, a laptop full of ideas, and absolutely zero interest in making work that doesn’t elevate my clients.

I was born in Venezuela, raised across the US and New Zealand, and now live in Sydney, which basically means I’ve collected accents, stories, and a weird obsession with why humans do what they do.

I’ve spent the last 10+ years turning behaviour and insight into ideas that cut through the noise, spark feelings, and make brands look a whole lot smarter than their competitors.

I’ve created integrated, digital, social, retail and activation campaigns for some of Australasia’s biggest brands, picking up a few awards along the way.

My Creative POV

I believe great ideas sit at the intersection of insight, emotion and simplicity, and work should be human, clever, and beautifully crafted, always.

Whether it’s a TVC, a brand platform, a TikTok or a three-word headline, I chase ideas that make people feel something: wonder, warmth, recognition, delight, clarity, or connection.

Creativity is my purpose, and I pursue it with imagination, grit, curiosity and heart.

But what about AI?

AI accelerates my creative process; it doesn’t replace it. I use AI for:

  • Tone and voice exploration

  • Cultural and behavioural pattern-spotting

  • Clearing the boring stuff so I can focus on the craft.

AI helps me explore faster. But the creative judgment, the taste, the clarity, the craft and the heart all come from moi.

What I bring to the ad kids’ table:

  • Big conceptual thinking

  • Behaviour-led insights

  • Brave, culturally informed ideas

  • Clear, crafted, memorable writing and storytelling

  • Senior-level judgement

  • Collaboration, kindness, empathy and leadership

  • Warmth, grit and zero ego

  • And snacks. All the snacks.

Want to chat?

Got a brief, idea, project or creative challenge?

Say hi, hola, kia ora or g’day. I’d love to hear from you.

Awards

AXIS 2017

🥇Gold: Digital Use of Video for The Unexpected Homeless.

🥈Silver: Charity Campaign for The Unexpected Homeless.

🥈Silver: PR/Promo and Activation for The Unexpected Homeless.

🏅Finalist: Magazine, Newspaper and OOH for The Unexpected Homeless.

AWARD 2017

🥈Silver: Charity Campaign for The Unexpected Homeless.

🥉Bronze: Charity Online Ad for The Unexpected Homeless.

What People Are Saying

“Lucy was with us Leo’s for a couple of years and I really enjoyed working with her. She works very hard and brings energy and passion to every brief. And I was always impressed by her insightful thinking. Happy to recommend her.”

— Andrew Fergusson, Executive Creative Director, Leo Burnett Sydney.

“Lucy is an awesome creative and a great person to be around, and anybody would be lucky to be working alongside her. She’s very passionate about the work and knows how to turn a good campaign into a great one, from the moment the idea is conceived, all the way to production. On top of being an experienced creative and writer, she’s an exceptional team player. Her positive attitude helps make everyone feel excited and involved in the process, from creative partners to clients.”

— Letizia Bozzolini, Creative Director, Howatson+Company

“Lucy is one of those rare creatives who balances being an extremely nice person with being extremely good at what she does. She has big integrated ideas, is well-versed in social and digital creative and delivers it all with a smile. Everyone enjoyed working with Lucy because they knew that she'd not only put everything into a job but also make it a smooth and enjoyable process, no matter how tight the deadline or tough the client.

A smart, hard-working and versatile thinker and writer, she would be a huge and valuable asset to any creative department.”

— Nigel Clark, Creative Director, Leo Burnett Sydney.

“It's not every day you get to team up with a copywriter who is also a neuroscientist. Lucy brings a fresh perspective on creative work, always coming up with insightful ideas and proactive opportunities for clients.
What sets her apart? She cares a lot.”

— Laurent Marcus, Creative Technologist, Special Group.

“I found Lucy to be a breath of fresh air. A lovely creative that's an excellent listener with an equally excellent attitude. She has her finger on the cultural pulse and always brings interesting and progressive ideas to the table. And she's bloody quick. Our loss is your gain.”

— Chris Jovanov, Creative Director, Leo Burnett Melbourne.

“Lucy is everything you need in a creative. Equal parts passionate, determined, considered and free thinking. Her energy is infectious and the work she creates is bound to make you laugh, smile and move you.

— Nev Fordyce, Creative Director, TBWA Sydney.

Lucy wrote the copy for our website update and did an incredible job. She translated 5 years of research into captivating copy in a matter of days. Her commitment to quality and passion for her work shone through. Lucy's copy captured the heart of the project; playfully explaining, carefully organising and creatively connecting every concept. We’re so glad she joined the team and will be working with her at every opportunity going forward.

— Jamie Anderson, Social Scientist and Founder of the Evolving Play Foundation.