Paula is an art director who views communication as a powerful tool to improve society problems through the expansion of creativity and innovation. Paula is most inspired when she is observing people and their routines which is why, besides her work at the agency, she is always exploring new perspectives by snapping photos for her personal photography project and involving herself in collaborative side-projects at Papel & Caneta, Pechakucha Night São Paulo, and PHSD (an independent fashion brand). She’s from Porto Alegre, Brazil, and arrived in São Paulo 5 years ago. Before joining Droga5, she worked in other recognized agencies such as DM9DDB, Wieden+Kennedy, and AKQA, working for global brands as Netflix, Nike, Beck's, and special projects related to music, photography, and film culture. She was selected as Next Creative Leader 2021 (Latin America) by The One Club for Creativity, and her work has been recognized by Cannes Lions, D&AD, One Show Festival, El Ojo de Iberoamerica and CCSP (São Paulo Creative Club).