Lucas Zaiden was born in a middle class family in Brasília, Brazil's capital. He studied advertising at IESB, but dropped out to move to Ogilvy&Mather São Paulo, where he began his international career, winning 8 times at the Cannes Festival, and many other local and international awards. In 2010, he moved to Leo Burnett's office, in Madrid. He was part of an international commercial launch of Jeep's 70th anniversary, composed by 2 films: Jeep Name and Jeep Icon. In 2012, After building his career in several advertising networks, including Ogilvy&Mather, Leo Burnett, BBDO, DDB, Havas and IPG, he decided to split his day managing both advertising and cinema projects as a part-time producer. He also led the Rio 2016 Olympic and Paralympic games for the Brazilian Ministry of Sport at F360, before joining AKQA in San Francisco and RAPP in New York.