Rafael is a Brazilian-born creative leader with over 20 years of global experience across continents, cultures, and creative disciplines.

His career has taken him from Brazil to Dubai to San Francisco, with key roles at Ogilvy, Leo Burnett, Pereira & O’Dell, 180LA, BBH US, and Dentsu Creative across the U.S. and LATAM.

In 2017, he founded TBD, an independent agency in San Francisco. In August 2024, he returned to Ogilvy as Chief Creative Officer for North America.

Rafael is known for work that blends bold creativity with cultural relevance — campaigns like Boost Mobile’s “Boost Your Voice,” which won two Grand Prix and a titanium in Cannes, and was named Ad Age Campaign of the Year in 2017; Eurofarma’s “Scrolling Therapy,” which earned the Pharma Grand Prix at Cannes in 2023; Google’s “Black Owned Friday,” a project that won Grand Prix at The One Show and Clios in 2021/22; and UNICEF’s “UNfairy Tales,” which took home the Cannes Grand Prix for Good in 2016. His work has been recognized by every major global festival, and he’s frequently served as a juror at each of them.

As a creative leader, Rafael helped 180LA become the most awarded agency in TBWA’s global network for two years in a row (2016/17), led BBH NY back to the Ad Age A-List after a decade, and played a key role in Dentsu Creative US earning Standout Agency honors for the first time, while winning major accounts like T-Mobile, Lowe’s, and Walmart.

He’s been named to Ad Age’s 40 Under 40, Campaign US’s 40 Over 40, and Business Insider’s list of the 30 Most Creative People in Advertising.

Ogilvy
New York
Chief Creative Officer North America
Aug 2024 - Present

Member of the Executive Leadership Team overseeing all North American offices. Creative lead on Dove’s Get Unready global campaign — Gold at Cannes Lions 2025. Dove’s first-ever win with a product campaign.

Dentsu Creative
New York
Chief Creative Officer US and Hispanic LATAM
Nov 2022 - Aug 2024

Member of the Executive Leadership Team overseeing U.S. and LATAM operations. Creative lead on Eurofarma’s Scrolling Therapy — Cannes Lions 2023 Pharma Grand Prix winner and the most awarded project in Dentsu’s history. Led the creative on T-Mobile’s new business win in 2024. In 2023, Dentsu Creative achieved a 60%+ new business conversion rate, securing clients like Apple TV+, Santander Bank, Principal Financial, Walmart, Subway, Lowe’s, and others.

BBH
New York
Chief Creative Officer US
Apr 2020 - Nov 2022

Member of the Executive Leadership Team overseeing the NY and LA offices, including the Entertainment division. During Rafael’s tenure at BBH US, the agency grew 70%, winning 11 new clients such as Heineken, LinkedIn, Google Shopping, Mattel, and Samsung. In 2022, BBH US was named an Ad Age Standout Agency of the Year for the first time in a decade. It also rose to #1 within the BBH global network, becoming the group’s most awarded and effective agency.

TBD
San Francisco
Founder & Chief Creative Officer
Aug 2017 - Apr 2020

TBD was an independent agency co-founded by Rafael in San Francisco. Within months of launching, it won the global Nokia Digital Health account. The small but mighty team also brought in StubHub, Havaianas, Netflix, Evernote, and others — producing standout work along the way.

180LA
Los Angeles
Executive Creative Director
Apr 2015 - Aug 2017

In 2016, less than a year after Rafael joined 180LA, the agency became the most awarded shop in the TBWA Worldwide network, earning over 80 honors across major festivals. In 2017, it was named an Ad Age A-List Standout Agency of the Year. Rafael was a member of the executive leadership team, overseeing the creative department and all client relationships. He co-led the teams that won the Miller Lite, University of Phoenix, and ASICS Global accounts.

Pereira & O’Dell
San Francisco
Global Creative Director
Oct 2012 - Apr 2015

Led the launch of Airbnb’s first global campaign and Coca-Cola’s Crossroads — the brand’s largest initiative in Latin America. In 2014, the agency was named an Ad Age A-List Standout Agency of the Year. Served as Global Creative Director for Airbnb and Skype, and Regional Creative Director (LATAM) for Coca-Cola. Co-led the teams that won the Airbnb, Coca-Cola, and Hyatt accounts.

Ogilvy
Brazil
Senior Art Director/Creative Director Partner
Oct 2011 - Oct 2012

Won 8 Cannes Lions in 2012, helping Ogilvy Brazil earn 3rd Agency of the Year and contributing to Ogilvy Worldwide being named Network of the Year. Creative lead on the Sony Brazil business win.

Leo Burnett
Dubai
Senior Art Director
Sep 2010 - Oct 2011

Creative lead on Chevrolet, GMC, Cadillac, and P&G’s Tide accounts.

Ogilvy
Dubai
Regional Art Director
Oct 2007 - Sep 2010

Part of the team that transformed Ogilvy & Mather Dubai into the most creative and effective agency in the MENA region in 2010 (Dubai Lynx & Effies MENA). Gold winner at the Cannes Young Lions competition in 2008.