Hi, Hola, Kia Ora and G’day:
My name is Luisana, but everyone calls me Lucy. I’m an award-winning, senior copywriter, creative problem solver, storyteller, poet, and mum.
I’m from many places. I was born in Venezuela. I grew up in the US and New Zealand, and you can now find me writing from Sydney, Australia.
I combine neuroscience and creativity to generate innovative, bold, and powerful ideas that intersect culture and human behaviour.
Creativity is my purpose and I pursue it with imagination, curiosity, persistence, passion and grit.
I have 10 years of experience producing integrated, digital, social media, and activation campaigns in agencies across NZ and Australia. I even picked up a few awards along the way (woohoo!).
Got an interesting creative opportunity? Drop me a DM and say hi, hola, kia ora or g’day.
Areas of Expertise
Copywriting & Storytelling
Concepeting unique, innovative, and fearless ideas
Creative problem-solving
Branding & TOV
Human-led insights
Relationship management
Mentoring
Epic dance moves
Awards & Recognitions
AXIS 2017
Gold - Digital Use of Video / The Unexpected Homeless
Silver - Charity Campaign / The Unexpected Homeless
Silver - PR/Promo & Activation / The Unexpected Homeless
Finalist - Magazine, Newspaper & Out Of Home / The Unexpected Homeless
AWARD 2017
Silver - Charity Campaign / The unexpected homeless
Bronze- Charity Online Ad / 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, Associate Creative Director, Special Group New Zealand
“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.