Luiz Pazito is a digital marketing creative with more than two decades of experience at the intersection of strategy, content and digital culture. The son of advertising professionals, he grew up around agencies, projects and events, developing a hands-on relationship with communication, storytelling and creative processes from an early age.
He began building websites in the 1990s, when the internet was still a curiosity rather than a profession. Since then, he has developed far-reaching independent projects, led digital content initiatives and taken on strategic roles for portals, agencies, institutional projects and major brands, always guided by a close understanding of how people behave across platforms.
Throughout his career, he has worked across different formats and languages — from blogs and podcasts to institutional campaigns and social media — combining strategic vision, hands-on execution and cultural awareness. This hybrid path has allowed him to contribute both creatively and at decision-making level, connecting business goals with relevant narratives.
He currently works as a full-stack digital marketing creative at Grupo Webcor, in Angola, leading content, campaign and innovation projects for FMCG brands. His work is grounded in the belief that digital presence is built not only through reach, but through context, consistency and meaning.
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Biography
Origins
Luiz Pazito began working with communication before he even considered it a career. Born in Rio de Janeiro, he grew up in a family environment connected to advertising and visual creation. By the late 1990s, he was teaching himself to build websites, at a time when the Brazilian internet was made up of static pages, forums and experimentation. In 1999, he developed his first online projects while still at school. Soon afterwards, he created independent pages and informal websites that quickly gained traction in educational and university communities, providing hands-on experience with digital language, audience behaviour and content distribution.
Independent projects and regional reach
In the following years, he began developing his own projects focused on entertainment and digital culture. In 2003, he created Zonzo.com.br, a humour and event-coverage portal that became a reference in Espírito Santo, earning local press attention and a sizeable daily audience for the time. In 2005, under the pseudonym Ivo Neuman, he founded TRETA.COM.BR, a humour and digital culture blog that achieved nationwide recognition and has remained active for more than two decades. The project has taken part in advertising campaigns, special activations and branded-content initiatives for major brands and institutions, becoming one of the best-known blogs of Brazil’s so-called “first generation” of the internet.
National-scale content and branded content
As TRETA grew alongside his presence in digital culture, he moved to São Paulo in 2011 to join Não Salvo, then the country’s largest entertainment portal. He worked as a content editor and led branded-content and sponsored-editorial projects, collaborating directly with agencies and brands to create formats native to the internet. During this period, he helped expand the portal and collaborated with creators and affiliated publications, including the Manual do Mundo blog and the Red Bull Brasil portal. He was also involved in editorial and commercial projects that helped establish practices now common in content marketing and digital advertising.
Agencies, audio and storytelling
Between 2013 and 2015, he joined SmartShop, a digital agency focused on creators and social content that was later acquired by Cumbuca Serious Business. He served as creative director on projects for Viber Brasil and the Brazilian Ministry of Science, Technology and Innovation, developing digital campaigns focused on engagement, education and cultural identity. In parallel, he expanded his work in audio, video and storytelling. He created and hosted the 5e20 YouTube channel, which reached 7,000 subscribers and several hundred thousand views before publishing its tenth video. In 2016, he founded TRETA Podcast, which accumulated more than one million downloads and featured interviews with some of Brazil’s leading influencers. Between 2017 and 2020, he worked as a scriptwriter on audio drama projects and narrative series, exploring formats beyond text and video.
Transition, Angola and current role
After a period back in Brazil’s banking sector, he moved to Angola in 2022 to work at Grupo Webcor as part of the digital marketing operation for Angoalissar and other group brands. Within the Angolan market, he began leading content projects, campaigns and digital initiatives for FMCG brands such as Bon o Bon, Patriota, Primavera e Jumbo, working at the intersection of creativity, strategy and execution. Today, his work combines experience in independent projects, media, branded content and creative management, with a focus on building a consistent and context-aware digital presence suited to different markets and cultures.
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