Camila Rocha of Zubi: It’s a challenge to be both original and living in the moment

Camila Rocha joined the Zubi team as a copywriter. From that position she talks about the challenges of that craft and their importance in creating ad campaigns. “Many challenges come to mind, beginning with giving ideas the space they need to grow and not judging them prematurely. Developing ideas that have a truly deep significance for their audience. Making effective use of the allotted time. Plus it’s a challenge to be both original and living in the moment. The nature of the work requires that we do just that,” she said.Though she began her university studies as a business major, with a switch to graphic design she found her true vocation.Zubi’s history attracted Camila to form part of the multicultural agency’s culture, with all the creativity that implies. “In Zubi I saw a space for growth, of challenges, and where I could do my share of the work. It all fit together perfectly when I got to know the team. They’re incredibly talented with their feet on the ground. So joining Zubi made perfect sense. Campaigns are composed of a visual/oral language…and copywriting is key to communicating any idea. It adds character and personality to a campaign. And it influences the tone we give it.” What is feminine and all that term implies will define the trend in 2023. “We’ve already seen advertising like Michelob Ultra’s #SaveItSeeIt, M&M’s Flipping the Status Quo, ESPN’s That’s a W., and the campaign for 805 Beer featuring MMA fighter Tabatha Ricc,” Camila said. “This year, with the celebration of the Women’s World Cup, it’s possible we’ll see many ads in which women are the center of attention.”