Caro Soto


I'm in Madrid now but returning to the States in June.


One-sentence bio

I'm a young copywriter who loves words a lot but the ideas they create even more.

Creative philosophy or approach

My creative approach is to push the boundaries of briefs and go beyond what they ask for. I think the sky is the limit when it comes to brands and I believe good ideas make people think, but great ones keep them wondering. My favorite type of ideas are the ones that make a real difference. I don't think "social good" is just an awards category. I think that brands have the responsibility to make this world a better place.

Recent work I'm proud of

Made in Fukushima is probably the project I am most proud of. It was one of my first big professional projects, and I had so much fun creating it with some of the brightest people in the industry. Not only is it beautifully crafted, but it has genuinely made a difference for Fukushima rice farmers. I think brands have the responsibility to help the people around them.

Recent work I admired

This an impossible question to answer because I'm a total ad geek and I admire a lot of work, but most recently, I came across a student piece for Netflix that used spoilers to get people to stay at home. I think it was brilliant.

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