The world’s most important brand is our name. We look after it daily, from birth to death. Such a special brand, which is not for sale, where its DNA and heart are not metaphorical. And thinking that way, I know that writing is in my DNA. And the stories are in my heart. In each campaign, I look after the future of the brand as if it was my own, thus I start writing down the first ideas. Truthful, like we should always be. Some are made for a laugh, some for reflecting, but always connecting with everyone’s essence. Sometimes, I am Coca-Cola: on the weekend I want to enjoy home, which is currently in São Paulo, Brazil. In other times, I am Faber Castell. I want a pencil and paper to write anything at all: a song, poetry, or market list. In some weekends, I am more like Peugeot: I hit the road and travel to the beach or to the countryside. And every day, I am Luiz Alexandre Musa, 42 years old, born in São Paulo, son of the physician Luiz Augusto Musa and the teacher Ana Cristina Musa.
AWARDS:
CANNES LIONS | MOBILE | GOLD | FABER-CASTELL
CANNES LIONS | SOCIAL & INFLUENCER | BRONZE | BRADESCO BANK
CANNES LIONS | MOBILE | SHORTLIST
CANNES LIONS | DESIGN | SHORTLIST
CANNES LIONS | DIGITAL CRAFT | SHORTLIST
CANNES LIONS | OUTDOOR CITROEN | SHORTLIST
THE ONE SHOW | OUTDOOR - CITROEN
CLIO AWARDS | MOBILE | SHORTLIST
BRAZILIAN CREATIVE ANNUAL | BRANDED CONTENT | IN BOOK
LIA AWARDS | DIGITAL | BRONZE
EL OJO | MOBILE | SHORTLIST
EFFIE AWARDS | OTHER PRODUCTS | SILVER - FABER-CASTELL
EFFIE AWARDS | BRANDED CONTENT | BRONZE - FABER-CASTELL
BRAZILIAN CREATIVE ANNUAL | DIGITAL | GOLD
BRAZILIAN CREATIVE ANNUAL | DESIGN | IN BOOK
BRAZILIAN CREATIVE ANNUAL | BRANDED CONTENT | IN BOOK
BRAZILIAN CREATIVE ANNUAL | PRINT AD | PEUGEOT
BRAZILIAN CREATIVE ANNUAL | PROMO AND ACTIVATION – PIXELS CAMPAIGN
WAVE FESTIVAL / MOBILE / BRONZE - FABER-CASTELL
WORK EXPERIENCE:
Publicis São Paulo: From May 2018 to January 2019, as Creative Director for Bradesco, one of the largest Brazilian Private Bank.
DAVID The Agency São Paulo: from 2014 to 2018, working for Coca-Cola, Burger King, Nestlé, Garoto, Ambev, Dicico, Serasa Ecred, Magazine Luiza, Faber-Castell and Sony.
Grey 141 São Paulo: from 2007 to 2014 working as copywriter and Creative Director for Zurich Insurance, Avon, Brazilian Ministry of Tourism, C&C Construction House, Makro, Brazilian Government, Etna Furniture Store and WWF.
Euro RSCG São Paulo (Duezt and Carillo Pastore): from 2001 to 2007 working for Citroen, Peugeot, LG Electronics, Embratel Telecommunications, Fox Channel, NatGeo and Bridgestone Firestone.
Ogilvy São Paulo: from 1999 to 2001 working for Fiat, BMW, IBM, American Express and Unilever.
