Laura Florence of Rise & Run on the Emotions Behind Actions

And the advancement of neuroscience

With more than 30 years of experience, Laura is chief creative officer at Rise & Run. She has worked at numerous agencies worldwide, such as DM9 DDB, Ogilvy, Publicis, R/GA, Dentsu and Havas. Her portfolio includes campaigns for Adidas, Nike, Coca-Cola, Jeep, Heineken, Kotex, Huggies, Novartis and more.

Laura has served as a mentor to more than 70 women in the communications industry. She can also be heard on the podcast “Job pra Ontem,” where she discusses solutions to the dilemmas of the corporate world. Laura is a proud mother of a 22-year-old autistic son, as well as a fervent advocate for diversity and gender equity. She is a member of the Advertising Week D&I Council and co-founder of MORE GRLS.

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

Laura, tell us …

Where you grew up, and where you live now? 

I was born in São Paulo, the vibrant heart of Brazil and Latin America’s largest metropolis—a city that shaped my drive, resilience and creativity. Today, I live in New York City. 

How you first got interested in health? 

The moment I discovered my identity as a woman, I also discovered the inherent role of being a caregiver. The well-being and health of others became a focus in my life. Six years ago, it was a natural transition to take on a mission that directly impacts health. 

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

One of my proudest moments was working on Outcare—a project that still gives me chills. Outcare is an autonomous station that allows children who are reliant on medical equipment to experience the joy of childhood outdoors. It wasn’t just about winning awards, it was about fundamentally changing lives. For many of these children, it meant the difference between watching the world from a window and actually stepping outside. Four years into the project, it continues to evolve, and the impact keeps growing. I receive heartfelt messages from families whose lives have been transformed—parents who finally took their first trip together, children who got to visit grandma’s house, or families who could see the city’s Christmas decorations for the first time.

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

One of the most thrilling developments in health is the advancement of neuroscience. In just the past decade, we’ve seen an incredible surge in our understanding of the brain, with global investments in neuroscience research surpassing $20 billion annually (according to the Global Neuroscience Funding Report, 2022). This explosion of knowledge is opening doors to deeper, more human ways of understanding patients, especially those facing critical health challenges. Mapping neural responses has led to breakthroughs in treating depression, chronic pain, Parkinson’s and Alzheimer’s. 

For creatives, what’s even more fascinating is how this knowledge can transform the way we communicate. Imagine being able to tap into how the brain processes emotions—being able to craft messages that hit people right in the heart, that genuinely move them, that build a connection. It’s about making our work resonate on a deeper level, sparking real change and empowering patients in ways we’ve never imagined before. I think of neuroscience as a key that unlocks empathy. It’s not just about understanding which neurons light up when we feel joy or relief—it’s about knowing how to use that insight to tell stories that bring comfort and hope. It’s where the art of creativity meets the science of connection, and that’s what makes this space so magical.

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

One of the things that made me fall in love with the world of health creativity was discovering the incredible women who lead agencies. Along the way, I’ve made many friends I deeply admire, such as CCOs Renata Maia, Allison Ceraso, Collette Douaihy, Kathleen Nanda and Stephanie Berman. Then there’s the second generation, with powerhouse talents like Alessandra Gomes, Danielle Decatur, Amy Fortunato, Andrea Bistany, Clay Maguire and those I had the opportunity to work closely with: Gabriela Guerra, Ana Almeida, Jillian Watkins, Christine Cahill, Deb Feath and Lauren Herman. Their strength and generosity are an inspiration, reminding me why health creativity is not just about campaigns, but about the power of human connection and the courage to lead with authenticity. 

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

TV: Emily in Paris to decompress, so I can dive into something more intense like Baby Hannah. I’m also all about Shrinking Season 2, The Bear Season 3, and Normal People.

Podcasts: Esther Perel’s How’s Work? and Where Should We Begin? She’s my therapy muse—no one understands relationships quite like her. 

Books: My nightstand is stacked with The Creative Act: A Way of Being, Invisible Women: Data Bias in a World Designed for Me, and Atlas: The Story of Pa Salt from The Seven Sisters series. 

A visual artist or band/musician you admire. 

I’ve been diving into the world of new Brazilian musicians—Jota.pê, Melly, Melim, Gilsons. I’ve also been exploring Brazilian visual artists, and I’m absolutely captivated by the works of Criola and Camila Rosa.

Your favorite fictional character. 

Elizabeth Bennet from Pride and Prejudice. She’s sharp, fiercely independent and unapologetically herself—a woman who refuses to be boxed into the expectations of her time. I admire her ability to navigate the world with wit and empathy, while still standing her ground.

Someone worth following on social media. 

The Englishman who jokes about the advertising world cracks me up: @mrrobertmayhew. Tips on what to do in NYC: @thekatieromero, @JeQeyinnyc, @calebthill Soup recipes for chilly weather: @heresyourbite. Personal development and leadership: @simonsinek, @greatcompany. @powersofseduction. Comedy: @jonryanisdead

Your main strength as a marketer/creative. 

My deep interest in understanding the emotions behind actions. Sigmund Freud once said, “Unexpressed emotions will never die. They are buried alive and will come forth later in uglier ways.” This insight into the human psyche is what guides my approach—whether it’s for improving workplace relationships or diving deep into a creative brief. I believe that by understanding the underlying emotions, I can create messages that resonate and move people to action. Studies have shown that emotionally-driven campaigns are twice as effective as those that rely purely on rational messaging.

I’m also incredibly stubborn and persistent. I don’t rest until I see my projects come to life, no matter how challenging the journey might be.

Your biggest weakness. 

Sometimes I tend to share more than I should, not realizing it might leave me vulnerable.

Something people would find surprising about you. 

I used to be a ballerina. I took a snake immobilization course and I’ve completed three marathons. I also trained as a chef, but I can’t eat with chopsticks or dive headfirst into a pool.  

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

Down the road, I’d love to dedicate more time to mentorship—and maybe even create a space specifically for the professional development of women. It’s a dream of mine to help others thrive in an environment that lifts each other up.