Hi! I'm Paula Castro, born in Foz do Iguaçu, Brazil, and raised in diverse places around the world — from Bangkok and Bucharest to Paris, London, Barcelona, and Curitiba. 

Growing up on the border of three countries (Brazil, Paraguay, and Argentina), I developed a fascination for different cultures and people early on. So, when I turned 18, it felt natural to start exploring the world. 

With both my parents being journalists, I was inspired to pursue a similar path, leading me to study communication at one of Brazil's top universities, Universidade Tecnológica Federal do Paraná. From my first day at it, I was determined to carve out my own path — freelancing and working with both big brands and agencies to gain hands-on experience.

So far, I'm happy to say I’ve had the honor of working with brands like O Boticário, Fluency Academy, and Pepsico, and several of my projects have received industry recognition, including five shortlists at the TikTok Ad Awards 2023.

Committed to lifelong learning, I continue to grow my skill set through courses with leaders who’ve inspired me from the start, like Julian Cole, and I’m fortunate to be surrounded by mentors who push me to achieve my best 

Driven by curiosity and a global perspective, I’m excited to continue shaping stories that connect brands with people on a deeper level, making an impact that’s both meaningful and memorable through a PR-lens. 

If you would like to know more, please find me at one of the links below :)