AREA 23's Priscila Ramos de Sousa on Seeing Health and Pharma Through a Broader Lens

Wellness ads can be creative, funny and enticing

Priscila is currently an ACD at AREA 23. She has worked as a copywriter over the past 13 years in Sao Paulo, Miami and New York. Over the course of her career at various agencies, she’s worked on brands including Michelin, Fiat, Nutella, Mondelez, Pepsico, Reckitt-Benckiser, Abbott, AstraZeneca and Novartis. She has also served as a teacher for the Miami Ad School and mentored young creatives through The One Show portfolio review.

We spent two minutes with Priscila to learn more about her background, her creative inspirations and recent work she’s admired. 

Priscila, tell us …

Where you grew up, and where you live now.

I was born in Brazil but grew up across several countries in South America. For the past seven years, I’ve been living and working in New York.

How you first got interested in health.

I’ve always had a strong connection to the wellness world. Before working in advertising, I was a certified yoga instructor. I also come from a family of doctors. Writing had always been my passion, so advertising became a natural path. Working in health allowed me to combine my creative calling with causes that matter deeply to me.

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

I have to mention my very first project in NYC—and in health—for Neuriva. It was such a fun, collaborative experience with one of the best teams I’ve worked with, at McCann Health N.Y.

A recent project you’re proud of.

The “Zip Code Exam” is a project for the Equality Health Foundation. It’s a tool that helps people visualize how those who live in different ZIP codes can have drastically different life expectancies. Health is more often than not about access, and we have to bridge that gap.

One thing about how health is evolving that you’re excited about.

People are beginning to understand that health work can be creative, funny and enticing. It’s also about factors like social equity, access to nutritious food, mental well-being, safe environments and emotional support.

Someone else’s work, in health or beyond, that you admired lately.

“The Last Barf Bag” for Dramamine. Brilliant, hilarious and beautifully crafted. 

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

TV: The Pitt on HBO Max. I’ve watched many medical dramas, but this one is unmatched. It’s raw and deeply compelling, especially for anyone interested in the practice of medicine. It tackles so many current subjects, from medical biases to abortion rights and the fentanyl crisis.

A visual artist or band/musician you admire.

I really like Yayoi Kusama’s work. In a world overtaken by neutral tones, colorless cars and clean-aesthetic TikToks, her fearless use of hues and form is a sight for sore—and bored—eyes.

Your favorite fictional character.

Vasalisa from the Russian folktale “Vasalisa the Wise.” Psychoanalyst Dr. Clarissa Pinkola Estés unpacks this tale as a blueprint for women reconnecting to their wild, instinctual nature, often lost through domestication, trauma or cultural conditioning. It’s a story of psychic initiation. And I believe every woman should read it.

Your main strength as a marketer/creative

Having a sharp creative standard and trusting that standard and my own taste.

Your biggest weakness.

I need to be better at organizing my time, priorities and energy. Too many things to handle in 24 hours. I need less screen time, too.

Something people would find surprising about you.

People often think I’m naturally calm—but as a typical Brazilian, I’m passionate and loud. The calmness in dealing with everyday life is the result of years of yoga, therapy, spirituality and self-awareness work.