David&Goliath's Erick Monero on Getting a Second Chance at Life

Now, he strives to push the bounds of commercial creativity

Erick has lived on three continents, working for a diverse roster of clients. He currently serves as an associate creative director for copy at David&Goliath in Los Angeles.

We spent two minutes with Erick to learn more about his background, his creative inspirations and recent work he’s admired. 

Erick, tell us …

Where you grew up, and where you live now.

I was born in Anápolis, in the heart of Brazil. At the age of 18, I hit the road in search of something new. I have since lived in Brasília, São Paulo, Dubai and now Los Angeles, where I have been enjoying the sunny vibes for the past year.

How you first realized you were creative.

I studied IT and law in college prior to advertising. During that time, I was fascinated by discussions about ads with my AD friend Paulo Ribas, and I also won a bunch of creative contests. That’s when I realized I wanted to be a copywriter. So, I made the switch and ended up teaming with Paulo on several occasions.

A person you idolized creatively early on.

My father. Self-taught in electronics, he used to create gadgets to solve real-life problems. From dimmers for my bedroom to 50 types of sirens for my bike—as well as alarms, robots and radios. The greatest recognition in my career comes from realizing that my No.1 creative idol has also become my biggest fan. Thanks, old man.

A moment from high school or college that changed your life.

This was truly a life-changing event: I had to drop out of college after being diagnosed with an incurable disease. I began to explore various experimental treatments. When I returned six months later, I promised to make the most of that second chance. Thank God, I was cured a couple of years later. And I’m still striving every day to keep that promise. #ImpossibleIsNothing.

A visual artist or band/musician you admire.

I’ve been immersing myself in West Coast culture, listening to Kendrick Lamar and Dr. Dre. In the realm of street art, I’ve recently discovered Retna; and in visual arts, Ed Ruscha.

A book, movie, TV show or podcast you recently found inspiring.

Film: The Greatest Night in Pop transcends music history by offering a glimpse behind the recording of “We Are the World” and the collaborative effort required to bring it to life.

Film: Air: The Story of Greatness is not just about shoes. It explores the relentless spirit that fueled the creation of the Air Jordan.

Both stories show how greatness rewards those who pursue it with courage.

One of your favorite creative projects you’ve ever worked on. 

#NobelForMileva is dear to my heart for many reasons. First, because of the great story we unveiled, and also because of how Thiago Lacorte and I pulled it off with zero budget. We spent two years bringing in clients, artists, media, production companies, etc. But the way the message spread worldwide made all that effort worthwhile.

A recent project you’re proud of. 

My last two “firsts” with my partner in crime, Diego Wortmann:

• “Saving New Year’s Eve” for Kia. In our U.S. debut, we hacked the Times Square Ball Drop to launch the new EV9.
• “The Call of Adventure” for Jeep. Our first project in Dubai became the world’s most-awarded automotive campaign of 2023, according to AdForum.

Someone else’s work that inspired you years ago. 

When I first saw Dove’s “Real Beauty Sketches,” I thought: “This changes everything.” And it did. It raised the bar on so many levels that creatives around the world are still trying to beat it. I hope someone does, inspiring us to outdo whatever this new benchmark may be.

Someone else’s work you admired lately. 

The Black Grammy is a recent inspiration. It’s not just about handing out awards. It’s a celebration of the influence and creativity of Black artists, truly showcasing their power in shaping our culture. It’s about giving credit where it’s due.

Your main strength as a creative person.

Resilience, or, as King Leonidas would say, “No retreat, no surrender.” Having ideas is the easiest part of our game. Crafting, selling and producing them requires an effort that goes beyond creativity. You need to continue not only believing but also finding new solutions to the challenges that arise.

Your biggest weakness.

A former boss pointed out that I’m not great at taking “no” for an answer. He’s got a point. I’m not talking about the kind of “no” that rejects an idea in favor of a better one. It’s the kind that dismisses a good idea for the sake of risk-free sameness.

A mentor that helped you navigate the industry.

I’d like to give a shout-out to David Angelo, Ben Purcell,  Andrea Siqueira, Mario D’Andrea, Flávio Waiteman, Mateus Braga, Fábio Ludwig and Pedro Garcia. Much respect to each of you.

How you’re paying it forward with the next generation of creatives.

Whether I’m coaching for the London International Awards Global Coaching Academy (LIAisons), reviewing portfolios for The One Club, judging for Young Lions Brazil or on calls with aspiring creatives, I strive to share my experience and learn from theirs.

What you’d be doing if you weren’t in advertising.

I would still be trying to convince someone to buy into crazy ideas, maybe working on product innovation or just spinning some fish tales that no one would believe.