I would say that learning to write my own name was the first step to becoming a copywriter. Herszkowicz, simple as that. Once I learned that, I thought I’d be ok facing the rest.
At college, I did a BA in Communication at USP (Universidade de São Paulo), the most renowned university in Brazil. After graduating, I lived abroad for a year studying languages (English, French), working and traveling around several countries.
Back in Brazil, in 2001, I began my path in advertising at Leo Burnett where I worked for 4 years. I then worked at Almap BBDO for 6 years after which I moved to Lew Lara TBWA. I started there as a senior copywriter before moving on to become a creative director. In 2014, I was offered another opportunity to return to AlmapBBDO as a senior creative working for the agency's main accounts. Here I also had the opportunity to take an intensive course at Berlin School of Creative Leadership.
During my career I created campaigns for both global and local brands such as VW, Audi, Visa, Havaianas, Nissan, Jeep, Mars Chocolates, Pepsico, Pernod Ricard and others.
I was awarded in several festivals including Cannes Lions, British D&AD, Effie, Clio, One Show, El Ojo, El Sol, and the main Brazilian festivals.