Hi. I'm Lu Mônaco
CREATIVE DIRECTOR | BRAND ACTIVATION AND CULTURE
I create cultural ideas that brands can live inside. Working across brand experience, entertainment, and communication, I lead ideas that start as campaigns and expand into culture through participation, conversation, and real-world impact.
Throughout my career, I’ve led projects for brands
like Heineken, Itaú, Netflix, and Google.
Creative Director, Atenas.ag
More than 15 years leading ideas that connect brands, culture, and people.
I’m a Creative Director working at the intersection of brand experience, culture, and communication.
I create ideas designed to live beyond traditional formats, ideas that start as campaigns and expand into culture through participation, conversation, and real-world impact. My work is grounded in the belief that brands should be experienced, not just seen. By combining strategic thinking, cultural insight, and executional scale, I build ideas that people engage with, talk about, and carry forward.
I’ve led projects across a wide range of categories, connecting brands with audiences through culture, entertainment, and shared experiences. I’m interested in ideas that move across platforms, spaces, and people.
Past Experience:
Creative Director, SOKO
Head of Content, Olympikus
Executive Creative Director, TracyLocke
Creative Director, Newstyle
Awards & Recognition
2025 / Jury Member, Effie Awards Latam
2023 / Speaker, HACKTOWN Festival
2020 / 2022 / 2023 / Jury Member, Ampro Globes Awards
2019 / Selected for The Phyllis Project, DDB Worldwide Global Female Leadership Program (Berlin & New York)
2019 / Creative Professional of the Year (São Paulo), Ampro Globes Awards
The One Show
2026/Merit/No Line Up Festival/ Experiential, Immersive, Events
Cannes Lions
2025/Shortlist #HeineQueen Entertainment for Music
2025/Shortlist #HeineQueen Social & Creator
2025/Shortlist #HeineQueen Brand Experience & Activation
2025/Shortlist Letters from Simone for Itaú
El ojo
2025/Bronze/Communication Actions & Corporate Reputation/ Letters from Simone for Itaú
2025/Bronze/Influencers & Content Co-Creation/ Letters from Simone for Itaú
2025/Bronze/Events & Sponsorships/ Letters from Simone for Itaú
2020/Gold/Effectiveness in use strategy and use of media/Whopper Diamante Burger King
2020/Silver/Effectiveness in promotional MKT/Whopper Diamante Burger King
Guinness Book
2024/Shortlist Letters from Simone for Itaú
Effie Awards Brazil
2024/Gold/alcoholic beverages/#HeineQueen, for Heineken
2024/Silver/seasonal marketing/#HeineQueen, for Heineken
2024/Silver/Sustentability/Floating bar Heineken
2020/Bronze/Low Budget/Whopper Diamond Burger King
2019/Shortlist/Branded content/GoT NET Control
Effie Awards Latam
2024/ Bronze/ alcoholic beverages/#Heinequeen: when global icons toast to Brasil
MMA Smarties
2024/ Bronze/ Brand Experience /Shortlist Letters from Simone for Itaú
2024/ Gold/ Brand Experience /#HeineQueen, for Heineken
2024/ Gold/ Omnichannel Marketing/#HeineQueen, for Heineken
2024/ Bronza/ Creator/Influencer/Celebrity Marketing/#HeineQueen, for Heineken
Ampro Globes Awards
2025/4 Gold/3 Silver/ 4 Bronze - Atenas.ag
2024/2 GrandPrix/3 Gold/2 Silver/ 2 Bronze - Atenas.ag
2023/8 Gold - Atenas.ag
2022/ 5 Gold/4 Silver/1 Bronze - Atenas.ag (elected agency of the year)
2019/6 Silver/1 Bronze - Tracylocke
2018/1 Silver - Tracylocke