A fortune teller once told me:
She didn’t specify whether it would be a novel or a shampoo headline, so I’m keeping my options open.
I’m Lucía but call me Lu.
A Spanish copywriter working in Spanish and English, with a particular thing for beauty & haircare. Campaigns, scripts, pitches.
Occasionally, an idea nobody asked for that I now need to convince everyone to make.
I collect stories, mostly by going places. Some involve questionable encounters.
When I’m not writing, I’m usually looking for a way into a forest or a way down to a beach I spotted from somewhere I probably shouldn’t have parked. I love the mountains and the sea equally. Choosing between them feels unnecessary.
Currently in Sweden. Still collecting stories.
Still wondering what the fortune teller meant.
📍 Sweden / Spain / Remote
Freelance · Concept & Copy · EN / ES
Freelance 2025 - Now
YRGO ART DIRECTOR & COPYWRITER PROGRAM (SWEDEN) - COPYWRITER TUTOR August-September 2026
HEIMATTBWA (GERMANY) - SENIOR COPYWRITER September 2021 - December 2024: (Henkel - Beauty / Laundry): Nature Box, Taft, Syoss, Brillance, Palette, Gliss, Schwarzkopf, Perwoll, Got2B, Philipps, S.Oliver, Colour Catcher
GREY DÜSSELDORF & HAMBURG (GERMANY) - JUNIOR COPYWRITER July 2019 - May 2021: OdolMed3, Febreze, Stepstone, P&G, GSK, Volvo, Grohe, Gilette, Barmer, Funny Frisch, Lidl, Venus, Deichmann
GEOMETRY MADRID (SPAIN) - COPYWRITING TRAINEE February - May 2019: Lucky Strike, Reale Seguros, LaLiga, Endesa, Ford, Circuit Catalunya, Casino Madrid
SAATCHI & SAATCHI NYC (U.S.A.) - COPYWRITING INTERN
July - September 2018: Olay, Voltaren, Pampers
GREY NYC (U.S.A.) - COPYWRITING INTERN
April - June 2018: Pringles, T.J.Maxx, Nestlé, Marriott, Always, UPMC
DDB BERLIN (GERMANY) - COPYWRITING INTERN
October – December 2017: Volkswagen, Telekom
IMPARABLES BY MÁS MUJERES CREATIVAS
2026
Selected as one of 12 women for the IMPARABLES professional development program.
MIAMI AD SCHOOL ALUMNI
2016-2018
AI FOR CREATIVES SPECIALIST / ESPECIALISTA EN INTELIGENCIA ARTIFICIAL GENERATIVA PARA CREATIVOS
La x Gauss- 2026
BITLÁPIZ (LÁPIZ ) AWARDS JURY
May 2026
CREATIVE CIRCLE AWARDS JURY
March 2026
ADFORUM PHNX AWARDS JURY
April 2026
ADFORUM PHNX AWARDS JURY
April 2025
ADFORUM PHNX AWARDS JURY
April 2024
AD AWARDS JURY
October 2018: Judge, evaluate, and vote on international Creative Directors’ most distinguished campaigns
CANNES LIONS, 2023 1x SHORTLIST- UNVEIL THE FLAGS Gender Equality
CREATIVEPOOL AWARDS, 2023 BRONZE WINNER - UNVEIL THE FLAGS
ADC AWARDS, 2023 2x SHORTLIST- UNVEIL THE FLAGS
ONE SHOW AWARDS, 2023 3xSHORTLIST- UNVEIL THE FLAGS
ADC AWARDS, 2022 BRONZE - ANGELA MERKELS HIJACK
ADC TALENT AWARDS, 2022 AWARD - ANGELA MERKELS HIJACK
WEBBY AWARDS, 2022 NOMINEE - ANGELA MERKELS HIJACK
NYF FESTIVAL, 2019 SHORTLIST - AMAZON CARE
ADDY AWARDS SF, 2019 GOLD WINNER - AMAZON CARE
ADDY AWARDS MIAMI, 2019 GOLD WINNER - AMAZON CARE
GRAPHIS AWARDS, NEW TALENT ANNUAL 2019 - HONORABLE MENTION - AMAZON CARE
GRAPHIS AWARDS NEW TALENT ANNUAL, 2019 SILVER WINNER - COLLUTION
CLIO HEALTH, 2018 SILVER WINNER - AMAZON CARE
SMILE EUROPEAN ADVERTISING AND HUMOR FESTIVAL, 2016 BEST BRAND IDENTITY WINNER
Spanish - Native
English - Professional
German - Fluent
Swedish - Nästan Copywriter // SVA III 🥔
French - Un peu
Find me at: @ModernCopywriter@InvisibleCreativesProud founder of the bowl “Creatives in Europe” in @Fishbowl